Gina Lovett: "In some verticals, like fashion and beauty, the content being produced by brands is proving a real competitive threat to online women’s magazines. ... Pursuit of the seamless integration of content with ecommerce is expediting the evolution of online magazines into etailers: think News of the World’s Fabulous magazine and IPC Media’s Look. Meanwhile, online stores like ASOS are ramping up their content, with editorial appointments from traditional magazine titles like Melissa Dick, former Elle UK editor."