In the last 12 to 18 months an increasing number of publishers have launched sites.

In June, Time Inc launched Extra Crispy, a food brand, while in May it launched a brand called Instant, a venture including People, EW, and Hello Giggles.

Going back to 2015, Time Inc launched The Drive in September, a brand devoted to cars and car culture, and Campus Rush covering college football.

Time launched Motto, a brand aimed at millennial women in February 2015.

Hearst has been doing similar launches since 2008, when it launched Delish.com. Since then, it has both launched and acquired a great deal more.

Just last year, Hearst launched a shopping site called BestProducts and a Snapchat channel named Sweet.

It seems that this is not just a trend, but a craze.

There could be many reasons for this "craze", but the most logical explanation is ad revenue.

With more ads viewed, more sales revenue comes in.

This, coupled with the fact that it will attract millennials, who may then migrate to the parent site, could be a recipe for success.