• All Things D, Friday, October 2, 2009 3:41 PM

Time Inc. has taken it upon itself to save the magazine industry with a Hulu for glossies. First, it has to convince other publishers to join a the joint venture, which is aimed at a market that doesn't quite exist yet -- magazine-like publications to be delivered via e-readers like Amazon's Kindle and Apple's rumored tablet.

Like Hulu -- originally a joint venture between News. Corp and NBC Universal -- the new company would operate independently from the publishers that invest in it, and create a digital storefront where consumers could purchase and manage their subscriptions, which would then be delivered to any device. The point is not to let gatekeepers like Apple and Amazon control the market. Fat chance.

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