Aiming for the middle may turn out to be a losing strategy, since they're going to be competing/fighting on two fronts, both at the lower and at the upper ends

Aiming for the middle may turn out to be a losing strategy, since they're going to be competing/fighting on two fronts, both at the lower and at the upper ends of the market. The other magazines just have to push one way if they need to and have free space on the other. I get the feeling that the magazine will die along or even before Heff does.