Quote, unquote: A magazine website standing on its own

"The website is it's own business, it's not an extension of the magazine at all. We do put some of the magazine content online, but 97 percent of it is all original. If you're running a website and you want to grow it from a few million dollars in revenue to tens of millions of dollars you have to look at it as its own business and you have to look at the ad model, the e-commerce model, and figure out how to grow it."

-- Bill Phillips of Rodale, telling Audience Development about how the Men's Health website was spun off as a standalone brand.