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As always, the philosophy is spending a little money to make money. Faced with an industrywide ad-page slump - Glamour's pages are down 10.2 percent through September - everyone is hunting for brand-extending ways to make up for lost revenue. Web sites that magazines consider up to snuff with their brands require massive investments and making money on them is often an elusive goal.
Publishers are giving it a shot by pushing the boundaries: Glamour.tv, like Vogue.tv before it, is driven by the business side, which conveniently frees the editorial side from having to get its hands dirty by directly hawking products themselves. According to the magazine, "Glamour will create programming inspired by sponsors' brands similar to the way TV shows were produced in the 1950's: the content itself will feature brand, product and spokesperson integration, plus click-to-buy links to advertisers' Web sites."