Microsoft's MSN rolled out a new site called "Glo," an online lifestyle magazine developed in conjunction with BermanBraun Interactive -- its partner on the "Wonderwall" celebrity site -- and Elle and Woman's Day publisher Hachette Filipacchi Media. On screen, the site has the look of a physical magazine. Among the more notable features is the ability to scroll deep down the page to find new content. In that way, it's an adaption of the Wonderwall approach, which offers a wide horizontal scrolling mechanism. Also interesting: The site's "scrapbook" feature uses a Facebook Connect login to let people comment on articles and videos. Windows Live ID and Twitter logins are also available to help users share content. Microsoft says that Vaseline, JCPenney and Fox Broadcasting are among the inaugural "Glo" advertisers. In selling the site, it no doubt helped that Wonderwall has been surprisingly effective in its ability to grab attention in a crowded environment for celebrity media.