Newspapers worldwide have started experimenting with transmitting their content to electronic paper devices - which are more like paper as they reflect rather than transmit light - hoping to become to the newspaper industry what the iPod is to the music industry, writes the New York Times (via MediaBuyerPlanner). A financial newspaper in Belgium, De Tijd, initiated testing versions of an electronic paper called the iLiad E-reader this month. The new devices use digital "ink" on a low-power digital screen.

Michael Golden, the publisher for the International Herald Tribune, said the newspaper has discussed offering such De Tijd devices - which allow for downloads of books, newspapers and podcasts, and cost around $400 - later this year.

U.S.-based newspaper Les Echos, the German newspaper trade group IFRA and the New York Times have also performed e-paper trials. Paris-based consulting company Tebaldo is working with Les Echos to customize the economic journal into an e-paper, and is also advising Havas Group on advertising uses on e-paper, writes the International Herald Tribune (via MediaChannel.org).

"I prefer to see it as the evolution of paper," rather than the next stage of newspapers said Bruno Rives, founder of Tebaldo.

Twenty-five De Tijd readers received free devices earlier this month, beginning a three-month trial that will investigate the habits of 200 readers - mostly highly educated men - who volunteered to take part.