This is a picture of the back of Evening Standard yesterday. The format is the same Apple uses with other carriers around the world, this time with Orange.
In this one "16 apps for the festive season" are recommended. Gift List, Michelin, Advent, Dickens, SkiResort and C@rds are the new apps suggested for Christmas. Jaime Oliver app repeats, same with the usual National Rail, Last.fm and Flickr, which are regulars. Some free apps from commercial organizations (eBay, Sky+, ShopStyle and Ocado) make it as well. Fifa 10 and Monopoly Classic, that are currently on sale, are here with the updated pricing.
What I like about these ads is that both carriers and Apple focus on the apps as the key cool element they can advertise.