She explained that small items in the magazine, such as playing music by well-know recorded artists to accompany video footage of them was illegal, and that Nat Mags had to create its own music to accompany it.

However, Duncan said the biggest upside of producing the digital magazine was the speed in which things could be added and changed to the magazine.

“The beauty of this format is that you can change things so quickly.”

She added that the time between when Jellyfish was conceived to when its was first circulated in March “Could well be the fastest launch in history”.

Another advantage of the magazine, according to Duncan, was that it was “greener” and “significantly cheaper” than producing a print magazine due to Jellyfish being a paperless magazine and there being no freight distribution costs.

Jellyfish was launched in March and is more than half way through its 10 week trial phase. Duncan said only the end of the trial would decide its fate, but said so far the magazine was proving to be a hit with both readers and advertisers.

The concept of the free weekly girls’ teen e-zine was inspired by a MySpace feature in Nat Mag’s teenage girls monthly print magazine CosmoGirl and the Monkey concept, which uses the Cereos page turning technology.

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