Who are the web barons?
Manchester United and England footballer Rio Ferdinand is the big name behind the digital magazine as editor-in-chief. Owen Blackhurst, formerly of GolfPunk, is editor, and Alexis James is editor-at-large.
Get the tone right
Bosses of the new venture claim it is 'unlike anything you've ever seen before'. In the first issue alone, expect interviews with Mickey Rourke, 50 Cent, Ferdinand's team mate Cristiano Ronaldo and Duffy, as well as film, game and music reviews.
'We are looking for releases on anything relevant, from the coolest sneakers to the weirdest gadgets and everything in between,' says MD Danny Crouch. 'Sending the MD free wine always helps.'
PR friendly score: 8/10