Advertising in eBooks is a debatable topic. Many of our readers have expressed the idea as deplorable, while a couple have admitted it could help authors get paid.

It was no surprise that today at the O’Reilly “Tools of Change” conference, publishing CTOs had differing perspectives. Bill Godfrey, CTO of Elsevier, is all for advertising in eBooks. He said that eBooks will be fueled by advertising down the road. “That sounds right to me,” he said.

Andrew Savikas, CTO of O’Reilly Media, disagreed. Speaking about the downfall of the magazine publishing, Savikas doesn’t think it is a sustainable model for eBooks. He said, “I’m not convinced of advertising as a part of the future of these businesses…Online advertising is too efficient.”

What do you think?