Here's my thinking. Any webzine can grow right now by offering sites to their users with their branding on it. Start a farm system, publish the work of amateurs. Teach them how to write for the public. A year from now, turn the best of them into pros, and the year after, and the year after that.
Users openly design new products.
Manufacturers make the most exciting products and sell them to the users. We go back to making products that people want. Step one is to give the users a platform. That's where the publications come in. The Web is not a mirror of the print industry, that's why advertising is not so important.