Quote, unquote: Would you like editorial with that?

"Publishers today say consumers want more from them than ink on paper, and the desire to deepen their ties with readers, along with the revenue opportunity, is spurring their move toward web commerce. Meanwhile web retailers understand that consumers like having an editorial voice they can trust to help them interpret trends when they shop. " 

-- from an article in Internet Retailer magazine about the e-commerce strategy of Better Homes and Gardens.