Because it has to work.

"GQ meets NRGM" is one of my Top 10 Media Innovation Ideas. I'm publishing one media innovation each day during the ten first days of October.

GQ is a monthly men's magazine. NRGM is a Finnish music blog.

Finland lacks a stylish, thought-provoking magazine for men. This is a small market, but it should be large enough for this kind of a magazine. Many have tried, but I haven't seen a web version of this.

It should be free, with more than a pinch of anarchy and made by volunteers who just love the idea. Later there could be profitable collaboration possibilities with different kind of events and brands, as the market segment is traditionally very difficult to reach.

For example, GQ is changing their brand value to money by collaborating with Gap.

Anybody interested in taking the task? A lot of passion and skill is required to make this idea successful. It's hard work to create a community of readers, a phenomena. There is no promise of income. But it will be a lot of fun.