Consumer Magazines

I looked at some of Rodale's magazines - Prevention, Women's Health, Runner's World, etc. They all have some Web 2.0 features (blogs, RSS feeds, videos, most popular ratings, etc.). I looked at these sites because previously I saw a video of an NYU conference last year on "Who's in Charge? Old Media, New Media... or the Consumer?" When I watched it, I thought it was interesting that Steve Murphy from Rodale talked about how the websites were deliberately decentralized and each magazine had an independent site. My company has gone back and forth about whether to focus online on the individual product brands or have everyone under a strong company brand.