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In the entertainment industry, you call it a second screen strategy: you want to engage your viewers online as they watch the boob tube, so you create content designed to be enjoyed in tandem with the main show. I think that's what they're going for: extra bits and bobs that make the magazine more awesomer. Problem is, you start out by duplicating the magazine, and duplicating it badly. Then you add extraneous bullshit on top of that - when really what you want is "more to explore" and the like. Finally, you charge money for your extraneous bullshit instead of recognizing that the online portion is a loss-leader to increase the value of your premium product. And then you go "what went wrong?"