As I work toward launching a new magazine, I am contemplating a question that seems to have an obvious answer to many people, but is definitely contentious, and for which there is no real consensus. Although finding a concrete answer might also seem like a philosophical pursuit of no real importance, I think it is pretty important to be aware of what I am about to do. I should probably already know the answer to this as editor-in-chief of one magazine that I built, but the changing publishing landscape prompts me to re-examine it. Knowing what makes a magazine also gives us a chance to emphasize what is characteristic and gives us hints as where we could focus our efforts.