In an attempt to diversify in order to combat shrinking advertising revenue, Time Inc. has purchased the e-commerce site StyleFeeder, according to the Wall Street Journal. First it was wine clubs, and now personal shopping online, as publishers scramble to pad their bottom line with extracurricular acquisitions and tie-ins. But maybe this is just the way of the future. Details inside.

The Times, the Journal and, most recently, USA Today are selling wine club subscriptions to readers to make a little money on the side. After all, it’s so much easier to ride out a dying industry with a glass of wine — or a case! But is this “unusual brand extension” effective, even as a stopgap solution?