Well, that didn't last very long, did it? Ever since the magazine branch of News International suddenly drew its horns in after the launch of LOVE IT, the writing has been on the wall. Now it's off the wall and into the Guardian's media section (and elsewhere).
Of course, Mr Murdoch is far from the first newspaper person to think that magazines represent an easy pot of gold – one thinks of Eve Pollard and Aura magazine, Kelvin MacKenzie and Highbury House, for example – and he won't be the last.
The media are converging, no question about that, but there are still specific skills and perhaps a particular culture, required by each platform.