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In recent years, user-created content websites have gained extensive popularity. An example is provided by the HP Labs' website, MagCloud, a web service that enables anyone to publish his or her own magazine. In this paper, we explain how this novel platform works and how we can use a quantitative model to estimate the patterns of its adoption by publishers and consumers so far. The resulting multisided ecosystem captures non-trivial externalities between publishers, subscribers and potentially advertisers. Real world data was used to estimate the model and the results can be used to optimize marketing strategies to accelerate adoption as well as to forecast growth trajectories and opportunities. As a result of this work, we found that website visitors from different sources adopt its services with varying propensities. Our modeling framework allows us to identify whether increases in publications or orders originate from increases in website traffic or from past actions of publishers and consumers.