People can come and they may not have 500 varieties to choose from but they may have 300.

You can get very specialized help from people that live and breathe these particular things.

Traditional magazine companies couldn't imagine a launch like this. Relish is much more than a magazine. Consumers can come to the Web site, subscribe to the e-newsletter, and, uniquely, many will also receive Relish as syndicated columns within their newspaper as well. That's just the beginning. The key is the brand launches with a combination of consumer options, and advertisers can take advantage of the brand's engagement in many ways.

Large market daily newspapers are well-served with the existing Sunday magazines, but weekly and small market dailies require fundamentally different approaches for editorial content, production and distribution. We are focusing our efforts solely on these markets.

Have a sense of what space you want to fill and what plants you want to put there.

We are going to be in places people can't even imagine,