Why not let users generate ad content? The service is expected to provide teen girls a method of social scrapbooking online with flip-book type presentations. Advertiser sponsors provide non-branded content and the teen members take it from there with their own creativity.

What I love about this MediaWeek Article and concept is seeing a publishing organization leverage new and valuable content from advertisers. Magazine advertisers have tremendous high value content and it’s time for publishers to start asking for it to use in innovative web and digital presentations.