what the?

Please read What the? Part 2 to see what happened next!

But first, let's go back to the beginning of the story.

Hey I've got a great idea. How about I publish a magazine with a heap of cool content that I don't have to pay for, nor will I bother to ask permission to reprint it. Pure genius!

This little beauty just flapped its way into my inbox. I must admit I only open 1/4 of PR-looking emails.

FYI

XXX* magazine is Melbourne’s newest food and drink title - with a significant difference. It is the first to showcase independent local blogs and articles with a definitive focus on the city’s food culture. Effectively a printed portal, it features snippets of interesting, online material, with full reference and credit always given to the authors. And for the first time, using new smartphone technology, 2D codes printed in XXX provide a direct link to the original online article. A very similar premise to how a blogger might make reference to an external article they want to share - placing a link in their own blog and directing readers on. A product of Melbourne’s world-class food and drink industry, and the insightful contributions of the city’s bloggers and online authors, its debut will mark a progressive shift in contemporary publishing.

Never before have online authors been given such prominence in the print medium. Building on the passion of food enthusiasts, XXX’s publishers are undertaking this new initiative, hoping to promote what they believe is an outstanding standard of local blogging, and further establishing it as valid and valuable - as much so as traditional food writing. Moreover, with hundreds of articles posted online all the time, it can be hard for some people to come across information, news or reviews that they might enjoy and find helpful – especially those unfamiliar with the online forum, or still getting used to it. XXX makes it easier to sort through the vast catalogue of food stories by presenting those the editors find interesting and relevant, in a physical, familiar format.

Launching this December with a ‘Holiday Edition’, 20,000 audited copies will be circulated throughout more than 1,500 cafes, bars, restaurants and stores in the CBD and inner city suburbs. ‘Regular’ fortnightly editions will follow from January 2011. As a result, XXX’s featured bloggers will probably notice a marked increase in traffic to their sites, expanding the potential for those already advertising to capitalise on their work, and creating opportunities for those that yet don’t (through options like Google AdSense, Nuffnang and Foodbuzz).

In the interests of integrity, XXX doesn’t commission writers or works. Content isn’t product driven or based on any commercial directives. Instead it’s made up of positive, in-depth pieces with attractive photography, written by passionate and knowledgeable local ‘authorities’. XXX’s editors then scour the web, working to select and compile pieces relevant to particular topics and editions, covering subjects like restaurant reviews and recipes. Additionally, topics such as cafés, markets, new books, films, products, farming, events, health issues, legislation, and anything else food and drink related will be included. Put simply, the magazine is a reflection of food and drink culture, via the words and opinions of those that participate in Melbourne’s online publishing. It’s an independent and free publication, funded only through advertising.

XXX’s editorial policy ensures any authors who choose not to be included, for whatever reason, are respected, and won’t be featured. However, the publishers aim to benefit all facets of the food industry, including the independent writers. The hope is Melbourne’s online food community members are excited to be a part of it, support the idea, and simply continue to do what they love doing – taste, sip, snap, talk and write about food culture.

Sincerely
(etc etc)

* Name deleted

Can someone set me straight. It's a new publisher who wants to swipe our blog content, without seeking permission? An opt out not opt in kinda thing? And we should be flattered because " As a result, XXX’s featured bloggers will probably notice a marked increase in traffic to their sites".

Copyright issues anyone?

Update: the publisher assures me that they seek only to link to a blog post not the content. So it seems the punter will be flashing their smart phone at the code in the freebie if they see a reference to something they like the sound of? Interesting.