“I have been publishing Peace! since 1992 in print and online. Peace! used to cover the UFC (Ultimate Fighting Championship) as well as health, lifestyle, a lot of the topics that MMA Guide will cover, so it was a natural progression,” said Rosen.

 

MMA Guide intends to make a big entrance with lots of fireworks. One-hundred thousand copies are planned for the initial issue, which features an exclusive cover feature with UFC heavyweight champion Cain Velasquez. Already, a short YouTube excerpt of the Velasquez interview has attracted scores of hits — 20,000 in the first 48 hours post-release. “We’re also involved in branding for around 20 events related to the big weekend,” said Rosen. “There’s going to be a companion website and social media as well.”

 

Distribution will include handout at UFC events (MMA Guide debuts in sync with UFC 129, which falls on April 30, 2011) as well as street teams and deployment in gyms and martial arts centres. The magazine is free.

 

Ad space for full-page, single-issue colour adverts is priced at $3,500; confirmed advertisers include Puma, Warner Bros./EB Games, Boston Pizza, Wild Wings, and the Progressive Conservative party.

 

“Pick one up, and I hope you like it,” said Rosen.