Last Updated Dec 9, 2009 9:26 AM EST
The plan, which has been widely leaked, is that the publishers, which also include Hearst, Meredith and News Corp. , will create an iTunes-like store in which to sell this merchandise. I've been skeptical when I've written about this in the past, because there's no evidence so far that there's a market for this content and the devices the content would appear on basically doesn't exist.
But I was hoping that when the official announcement came out, the publishers would be ready to tell us there's a bit more of a there there. Instead, having looked at several stories about the announcement, there's absolutely nothing new here, except for the naming of an interim managing director -- John Squires of Time Inc. -- and a board. Otherwise, this bally-hooed reinvention of the magazine industry's online model is vaporware, plain and simple.
Previous coverage of the magazine industry's digital storefront at BNET Media: