Thanks, Phil. Here's my thinking.
The broadcast of information in all media has changed dramatically in the last few years. Increasingly it is a case of information on demand, hence FWW's online subscription service. As you'll discover in the first issue of British Woodworking we are starting a Project Finder service, whereby readers can ask us to find projects they need through the magazine. I don't want, necessarily, to be the provider of those projects, but aim to direct readers towards other providers, including rivals.
Part of the role of British Woodworking is to be a hub of information, because I think there is a need amongst many readers to find out about other sources of information. It is the future. If I was just a woodworker that's what I'd want, and I'm hoping there other woodworkers (of varying abilities) are of the same thinking (that's my demographic analysis).
I also hope to provide good journalism; ideally the best in the woodworking marketplace; a magazine people will want to read because the writing is thought-provoking, informative and entertaining. And of course I hope it spurs people into doing something they might otherwise not have tried. As a result they enjoy their woodworking all the more, and that makes me feel good.
The print v pixel argument is relevant if spurious. Print may no longer be the efficient way to get to people (and I should know from my print bills), but as I'm sure Charley recognises, it's still very difficult to make money from the electronic provision of information unless you have a very strong existing brand (and then it's probably a lost leader) or are in either **** or finance. That will change, but it's happening slower than the owners of electronic brands would like.
I've edited magazines in many markets (sailing, cross stitch, computing, caravaning, mountain biking etc...) and in most cases the content is driven by gut instinct, listening to lots of people, and a passion to produce something better, plus a hope that there is a market in the gap you are aiming for. Only time will tell will tell if that's the case with British Woodworking, but it will be a huge challenge finding out.