Inside.com, Salon, others look for new formulas in the online content game: "[INSIDE.com] launched to great media buzz last May, due largely to its founding troika — Spy and New York magazine editor Kurt Anderson, ex-Spin editor Michael Hirschorn and former Brill's Content publisher Deanna Brown — and the stellar talent snagged from publications that range from Rolling Stone to Vanity Fair to The Wall Street Journal... The original idea behind Inside.com was simple enough: a Web site that covers film, television, books, newspapers, magazines, and the convergence of technology with the entertainment media. While the content was cool enough, the start-up had analysts scratching their heads over its business model, which forecast 100,000 subscribers — at $19.95 a month or $199 a year — and profitability within three years... Welcome to the real world of cyberspace, where information, no matter how useful, yearns to be free."