According to an article in the WSJ, magazines are beginning to buy small technology firms in order to gain a better set of digital marketing tools in order to keep ad dollars. Previously publishers were buying firms to bolster their own offerings, but now they are using them to actually create advertising campaigns. For example, Conde Nast is launching a shopping/social networking promotion for Dillard's that will not only aggregate relevant news, but allow visitors to vote on clothing to be used in future online ad campaigns.
This venture represents a dramatic departure from the typical function of a publisher. Before now, they simply sold space to other marketers. With these new acquisitions and campaigns, they are becoming the marketers themselves. Conde Nast isn't the only publisher attempting this shift. Meredith (Better Homes & Gardens) has purchased three digital agencies and Hearst (Cosmopolitan and Good Housekeeping) has made several aquistions including Kaboodle.
http://online.wsj.com/article/SB120700543858178563.html?mod=mm_hs_advertising
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