For one thing, Haymarket's monthly business-to-business title has a mainly controlled circulation of 75,000, with just 10,000 to 15,000 copies distributed to newsstands.
"We're about marketing and about business using all forms of digital media to get out their message," said Vicki Browning, publishing director of the Haymarket Group. "It's so different from what [the Imagine title] covers that I don't think anyone will be confused."
Imagine's entertainment division President Jonathan Simpson-Bint agrees. "The kind of people who would be attracted to either title are very smart. We think they'll be able to figure it out."
Haymarket's title launched in the U.K. in May 1997. After receiving requests for subscriptions from the U.S., the company decided to launch a U.S. edition, which contains all original reporting and content. The company's U.S. office is in New York.
Advertising comes mainly from companies with products for Internet businesses, media owners who want advertisers for their sites, and marketing services companies, Ms. Browning said.