The Week: Media News - NatMags scraps launch

The National Magazine Company has abandoned plans to launch Jellyfish, an online magazine for 18- to 25-year-olds, following a 20-week test phase.

The title was delivered by e-mail and encountered problems with Hotmail and with flash animation being blocked by readers' servers, according to the company. The NatMags chief executive, Duncan Edwards, said: "We could not see a sustainable business model emerging." NatMags, which hopes to find alternative roles for the Jellyfish team, said that the "marketing and distribution challenges were too significant" to launch the magazine on a permanent basis.