Because attaching themselves to Web 2.0 is the only way to guarantee their survival, magazines near and far are securing partnerships with sites like YouTube. Haven't you heard? Web video is in in with the kids.

New at bat? Hearst, which joins TVGuide and the Tribune Co. as a publisher who considers crappy quality video their best means at brand extension. They're setting up "dedicated video channels" – a glorified way of saying "user account" – for a slew of their magazines. They've already got accounts set up for Good Housekeeping, Marie Claire, and Seventeen.

So just how well are they faring? Well, Ann Shoket's clips for Seventeen, which range from backstage fashion show footage to something called "Guys Talk: The last time they cried," have racked up tens of tens of views!

"Beauty Sale" has been seen 200 times! Coverage of the "hair" at Victoria's Secret's fashion show has a knockout 476 views! The biggest standout thus far? A nine-second clip from Gossip Girl's Chace Crawford telling you what time and day his show is on; almost 12,000 views.

Brilliant!

After the jump, Seventeen beauty editor Desi Gallegos goes backstage at the Victoria's Secret fashion show to talk about … eyelashes. How does this not have success written all over it?