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Conventional wisdom says that entrepreneurs who start a Web-based business will do so with VC money. Read enough stories of Internet ventures that enjoy lucrative exits in the millions (in some cases billions) of dollars, and it's easy to assume that the only path to success is to begin by securing deals with investors who are far less interested in helping a start-up build a substantial brand as they are in realizing a return as quickly as possible. Bootstrapping simply isn't sexy anymore. But for many start-up publishers, bootstrapping is a way of life, and VC money isn't an option.

What happens when you extend your brand/clout too far? Scholastic is taking heat for promoting non-book merchandise to kids, with video games causing the biggest uproar.

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The debate is over what parts of the online display-ad ecosystem, estimated to be worth $7.9 billion in 2010, are adding value for publishers or brands.

Last year, magazine executives spent much of their time detailing how they planned to take their brands digital. Now,five major magazines are teaming up on a multimillion-dollar campaign touting the 'power of print.' " />

Publishers buying ads on remnant ad networks threaten to undermine their brands, splitting their price structure and doing untold damage.

Newspapers are not selling paid tweets yet but publishers want to cash in on Twitter like Kim Kardashian and other celebs who get paid to endorse brands.

Barnes & Noble plans to introduce its own brand of electronic-book reader, jumping in among challengers to Amazon.com's Kindle device." />

Gabe Rivera, founder of news aggregator Techmeme. Credit: Mark Milian/Los Angeles Times.Don't tell News Corp.'s Rupert Murdoch, but technology news aggregator Techmeme is raking in profits. Rather than visiting the front pages of every newspaper or choosing a few out of brand loyalty, as Murdoch hopes consumers will do, aggregators put all of the Web's big headlines of the moment onto one page. There's no shortage in news aggregation. General news readers might go to Google News, a computer-generated engine that pulls in more than 25,000 newspaper websites and authoritative blogs. Left-leaning political consumers might visit the Huffington Post; right-leaning...

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The Atlantic and the Economist are turning to unusual advertising to engage readers, a sort of "While You Were Out 2.0."

Also from Tim O'Reilly tweet.

Cengage Learning has signed an agreement to acquire Washington, D.C.-based National Geographic's digital and print school publishing unit, which includes the National Geographic Science series, a core elementary science curriculum, National Geographic Explorer! Cengage, with brands including Brooks/Cole, Delmar, Gale, South-Western and Wadsworth, and NGS have collaborated since 2007 to produce English language learning materials for kindergarten through adult education.