The website makes it look quite trendy, but according to the creators:
"The journal is our stab at capturing the soul of cycling. Sod the reviews and route guides, we're about passion in riding, whatever bike its on. We're track, mountain bike, bmx, road, commuting, racing, free-ride. As long as people have a love for bikes then we're interested."
Be interesting to see what it's like.
Incidentally, if you're after a trendy bike mag, then you could do worse than check out Rouleur. I'm sure it's creators wouldn't mind me describing it as "coffee-table" (a polite way of saying 9 quid an issue), but if you like classic photography of epic Tour De France stages, you'll probably like it.