In the ongoing struggle to effectively monetise digital content, some magazine publishers have turned to online marketplaces as a source of new, higher-margin revenue.

Among them, Dennis Publishing and Time have established marketplaces – literally buying and selling websites like Amazon – for their niche motoring and property portfolios respectively.

The move has seen them merge editorial content with a searchable online database of products for sale in one website. The result is editorial that is guided by what is selling well on the site.