Just this morning we were considering actually going out and buying a copy of the new Popworld Pulp magazine for reviewing on here. Unfortunately it appears everyone else did the same, minus the review bit - it's closed two issues in. The second Popworld magazine to do so, in fact. Go and say hello while you still can.
Flicking through issue one last week, and it did have decent shelf space where we looked, the problem was abundantly clear - it hadn't a clue what it was. It aimed itself at the TV Hits/Sneak kids, yet led with Klaxons. The TV show has a passing interest in the alternative sector but will still lead on Lemar and think Matt Willis still matters. Pop fans won't buy it because of the established face value competition. Girls won't buy it because the design seemed to be somewhere akin to Zoo. NME readers won't buy it because it looks like something for girls. Twentysomethings won't buy it because it looks like it aims under them. Most won't buy it because of the taint of Alex Zane. There's another element as to why a basic magazine won't work, and unless you're reading this offline you're currently dialled in to it.
We do think there's a gap in the market for a Smash Hits referencing (as Popworld Pulp tried to do very much at second hand) regular magazine that offers something of its own and lands between the 15 year olds the NME now openly aims at and the blog band-friendly Plan B types. Based loosely on the way Heat was when it launched as opposed to how it is now, as the surfeit of photos helps nobody. Oh, and not launching it as it's seen by the marketing department as an ideal multimedia cross-branding opportunity would help.