A New National Beauty Magazine? Really?

I can’t decide if it’s ballsy or just plain stupid to launch a new magazine this year, especially one like Organic Beauty that is so very specialized. (Haven’t its founders seen the list of magazines that have shuttered in the last year?) That’s not to say it’s not a (somewhat) good idea, or that its readers won’t enjoy the content dedicated exclusively to eco-friendly beauty products, but, like this article in Advertising Age, I think they’ve got a painfully tough road ahead. If any of you has read the premiere issue, I’d love to know what you think.