In an effort to curb lagging advertising sales revenue, Sports Illustrated will sell ad space via a new online auction platform called SI Marketplace.

Time Warner execs hope the site, which is powered by eBay's technology, will help SI reach advertisers who might otherwise not be aware of the publication's offerings. "There are many advertisers out there that would like the opportunity to understand what the Sports Illustrated brand is about, what those offerings are, that we just physically can't get to," Mark Ford, president of the Sports Illustrated Group, told Ad Age.

In other words, the magazine industry will just adopt Google's business model.