Memo Pad: Take That... Get Those Virtual Ad Dollars... No Pressure

Editorial from the pages of the magazine will be incorporated into the virtual world, and — here's the key point — advertisers will of course be able to get involved in virtually every aspect. So far, "Dancing With the Stars" has planned to utilize the village's "dance floor," New Line Home Entertainment will show screenings of "Hairspray" in the "screening room" and Parlux Fragrances will promote Paris Hilton's new fragrance, Can Can. (But don't ask whether there will be any other of Hilton's shenanigans; she gets into enough trouble in the real world.) "This provides our advertisers with another way to surround girls — along with mobile, the pages of the magazine and cosmogirl.com," said Kristine Welker, Cosmogirl's vice president-publisher. — Amy Wicks

NO PRESSURE: Though Guild-protected employees at Time Inc. now have the option of whether or not to write for the Web thanks to their new contract, that doesn't mean the pressure to be part of the company's digital focus has dissipated. Referencing the terms of the new contract, Time Inc. editor in chief John Huey sent a memo to Fortune and Time staffers on Tuesday informing them that "Guild-covered employees of Time Inc. are not required to contribute to the Web sites as part of their jobs; and will not suffer any negative impact as a result of not contributing." However, the disclaimer came after saying that Time Inc.'s best employees have managed to multitask. "As we are all aware, Time Inc.'s Web sites have become a critical part of the company's plans for the future....Many of our best journalists are writing stories and covering beats for the magazine and the dot-com simultaneously, and, your managing editors and I strongly encourage each of you to consider how you can best contribute to Fortune and Time to ensure their success."

In other words: If you want to be one of the company's "best journalists," you better write for both.

So do staffers feel the pressure to ramp up productivity now? Not really. Fortune managing editor Andy Serwer, Time managing editor Richard Stengel and just about every magazine editor in the industry has agreed that print, online and, for that matter, television and radio are all necessary to a magazine's growth. "No one says you have to go on CNBC. But management likes it when you do," explained one writer.