Plucky '48 Hour Magazine' an Inspiration -- For CBS Lawyers' Cease-and-Desist Letter

You know who can really hustle? TV network lawyers.

​The story of 48 Hour Magazine was the sort of thing everyone loved. Well, certainly journalists did.

But, really, what's not to like about young, creative journalistic professionals up and deciding "Let's put out a magazine!" and pulling it off in a two-day burst of sweat, creativity, and beer? SF Weekly's Lois Beckett was there during the remarkably short gestation and delivery of 48 Hour mag's "Issue Zero" -- and, frankly, it came off as downright magical.

Then the cease-and-desist letter arrived from CBS.

Heather Powazek Champ / Flickr

One thing editors Sarah Rich and Mat Honan didn't chart out was a TV network grumbling about the title of their project

​The network boys are displeased about the similarity of 48 Hour Magazine's moniker to 48 Hours and 48 Hours Mystery. "Your use is unlawful and constitutes trademark infringement, dilution and unfair competition ..." read the CBS missive.

Looks like you can't beat the system after all, mag editor Mat Honan told the New York Times' David Carr: "The unfortunate truth, I guess, is that unlike what we said in the editor's letter, you can't do anything really large scale in contemporary society without have a legal team and a corporation."

The magazine's co-founders have lawyered up and some manner of deal is being worked out. If CBS is after money, it'd probably be better off emptying out its couches. But it seems clear the mag's catchy title must go.

That's a shame. How about the editors give themselves a little downtime and launch 50 Hour Magazine?

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Photo   |   Heather Powazek Champ