At first content was at the major portals, like Yahoo, and company information was at the corporate web sites. Now portals are overrun with services and corporate web sites branch out into content.

Businessweek/AP Cincinnati: Companies use Online Magazines to Woo Customers

Since its launch about five years ago, P&G’s homemadesimple.com
site has grown from 300,000 subscribers for its free monthly e-mail
newsletter to a projected 10 million in 2006. It’s among seven sites
linked from the Cincinnati-based company’s main site that combine
information aimed at the target markets for its varied consumer
products, such as "Health Expressions," with advice and resources on
wellness and treatment, and "Being Girl," with forums and guidance on
youth topics and answers to questions about puberty and menstrual
cycles.

It’s a sign of the times that the company that pioneered radio and
television "soap operas" is focusing on newer ways to connect with its
customers amid sweeping changes in how people get their information,
and growing competition for their attention.