NatMags to open web division

[Keyword: online journalism]. Runner's World, of all things, is being used as a blueprint, according to the Media Guardian. Welcome to the world, NatMags, although it's worrying that none of the new staff seem to be there to produce content and "Editorial content and control will rest with existing magazine editorial teams". So, how do you prevent this being another shovelware/extra-job-for-overworked-sub?