The Twitter-verse continues to get interesting. I've always felt that the returns are to be found around Twitter rather than with Twitter itself, and the venture capital community seems to be acting from the same position. Twitter interaction platform HootSuite just announced a new round of venture capital funding, with $1.9 million in fresh money coming in the door to support its growth efforts.

HootSuite, which was started by Invoke Media in November 2008, has evolved into a brand monitoring, file-sharing and social media integration utility. Only a year later, it has attracted more than 300,000 users, from Time (TWX) to Martha Stewart to the White House to Aol (AOL).BloggingStocks is among the Aol blogs using HootSuite.

Five of the largest companies in the print business are testing the digital waters together. Rather than yield their content to alien formats, Time Inc. (TWX), News Corp. (NWS), Conde Nast, Hearst and Meredith Corp. have announced plans to develop a digital content format of their own. This new product would compete with the newly released Nook from Barnes & Noble (BKS), as well as one from Sony (SNE) and the industry-leading Kindle from Amazon (AMZN). The new e-reader content will come in color and in a format that would work across several devices.

The five media companies are equal partners in this joint venture, which will allow publishers to set their own prices for their content -- an obvious response to what they see as unfavorable revenue share deals offered by Amazon earlier this year. Rupert Murdoch has been particularly vocal on this issue, particularly about the fact that News Corp. only receives a little more than a third of the $14.99 a month it costs to subscribe to the Wall Street Journal on a Kindle. He says of the device that it's "a fantastic invention for reading books. It is not much of an experience for newspapers."

Several large publishers will set up a joint ad sales operation in the hopes of getting more revenue for their online businesses. According to The Wall Street Journal, "Gannett (NYSE: GCI)., Hearst Corp., the New York Times NYSE: NYT). and Tribune Co. are setting up the network as a stand-alone company called quadrantOne."

The new operation will have access to funding from the four companies and will cover 120 newspaper websites with a combined 50 million unique users. The new firm will not sell ads in the New York Times and USA Today which already have large online sales forces.

The venture will likely be a failure. By holding out the two most prized newspaper websites and selling smaller papers to advertisers the quadrantOne is likely to do no better than the unit Yahoo! (NASDAQ:YHOO) has set-up to sell newspaper ads. While newspaper websites are attracting more readers as people moves away from print products, ad agencies can already buy inventory from these properties with ease.

The new company may offer "one stop shopping" for online newspaper ad inventory, but it is not inventory that advertisers really want.

Douglas A.. McIntyre is an editor at 247wallst.com.