The Elan interactive team is an elite and glamorous group of web types from Emap's women's and lifestyle stable.
When Emap Digital went under two years ago, the interactive future looked bleak. But since then, EmpireOnline.co.uk and NewWoman.co.uk have emerged bolder than ever.
Headed by Catherine Hanly and Laura Hayes respectively, these websites are at the top of their game, generating exclusive news stories and pioneering the celebrity webchat phenomenon.
NewWoman.co.uk even made Lisa Scott-Lee sound talented - proof that these guys really are miracle workers.
The glue that holds the whole thing together is the considerable combined talent of Katrina Wallace, commercial manager, and Carmel Hayes, development director. Carmel is on maternity leave, ensuring little Grace is the best-dressed baby this side of the Thames, and desperately looking forward to returning to work for a break! In her absence, Katrina, with help from More publisher Mandy Key, has been at the helm of Interactive, securing new deals left, right and centre.
Things to get excited about in the next few months include the Miss More Modelling Competition, the New Woman Beauty Awards and the Empire Film Awards.
EmpireOnline.co.uk's James Dyer, is a regular of Jordan proportions (figuratively, not literally - sadly) on the party-andPremiere scene, and friend of the stars.
Meanwhile, New Woman's deputy editor, Kelly Rowand, impressively managed to keep her head when all about where losing theirs in the presence of pop star Mark Owen.
Building on their parent sites' success (EmpireOnline.co.uk is the UK's number one film website and averages an impressive four million page impressions a month) is moremagazine.co.uk.
Launched in February 2003, the site has already received a glowing recommendation from the Association of Online Publishers, who applauded its fresh and dynamic content.
All three sites feature the brightest of programming talent, with Anouska Graham and Anuja Patel on NewWoman.co.uk, Amar Vijay and Mark McDonald on EmpireOnline.co.uk, and Michelle Mullins on moremagazine.co.uk presenting the freshest ideas on the web - and we're only a little bit biased .
Blissmag.co.uk is another new addition to the stable, having evolved from a magazine marketing tool into a fully-fledged, interactive business.
Raucous laughter and the loud cackle of banter - it could be any bunch of people in Covent Garden.
Yet it's a familiar sound for the patrons of the White Hart every Friday evening, as the team descend on the Drury Lane establishment.
Be it Kelly's brand of dry sarcasm, James' need to complain about anything and everything, or Laura's enthusiastic fits of laughter, peace and quiet is one thing never on the agenda for the team. But, like all good media types, they stick rigidly to the Atkins diet and never touch alcohol. Other than on special occasions such as weekdays, or weekends.
Recent awards dinners have provided an opportunity for plenty of dressing up and imbibing, with moremagazine.co.uk nominated for an AOP award and NewWoman.co.uk up for a gong in the Wella Hair Journalism awards.
They do say media people are all wannabe celebs - and the Interactive team do their best to live up to the cliché. And the party for the finalists of the Mr More Modelling Competition, to be held at infamous celeb haunt, the Wellington Club, is another hotly anticipated event.
With the team based on Shaftesbury Avenue, most nights out consist of squeezing into one of the West End's many buzzing bars and clubs and letting their hair down.
The ladies turn heads by looking glam, the three guys simply try not to suffocate under a cloud of perfume (and oestrogen).
Common haunts include The Slug and Lettuce on St Martin's Lane, and Bunka in the Thomas Neil's Centre.