First off, stick to the theory for now. Go on with both as they were designed to be in theory: one publishing, the other marketing. Remember that each needs each other.
Use #2 as a control for the study of #1. Talk about what it’s like to build a community through the web using a ‘blog’ as the medium. Can it be done?
With #1, keep working on the ‘magic app’ — the one that helps choosers. There is an answer out there for choosers — it just needs to be developed more, and perhaps what not a better way to do that than using #2 with real people.
Remember the present priorities: #1 cash flow, #2 progressively interesting work, #3 innovative genius.
Stay the course.