Frank magazine, the pulp tabloid notorious for its lascivious insider gossip, spotty scoops, satire and coarse political commentary, is to start up again on-line in September.
"It's a good time to be in the satire business," said Michael Bate, Frank's publisher, citing political upsets such as the defection of Belinda Stronach to the federal Liberals, and the Gomery inquiry into the sponsorship scandal. "We've been giving the politicians a free ride."
A teaser website at http://www.efrank.ca, put up about a week ago, depicts a chainsaw cutting a Pinocchio-style nose from the face of Prime Minister Paul Martin; a caption boasts that the new Frank will be "sharper than ever."
The biweekly magazine folded late last year in the wake of editorial layoffs, declining readership and debt. Circulation numbers had declined to about 5,400 from a peak of 17,000 during the magazine's glory days in the 1990s. When the magazine stopped publishing in 2004, part-owner Fabrice Taylor, a former Globe and Mail business journalist, said losses added up to as much as $600,000.
Mr. Taylor took over Frank in mid-2003. But the magazine, which built its popularity with its satirical pieces and a reputation for being quick to run with a rumour, became unpopular under Mr. Taylor.
When Frank folded and ownership reverted to Mr. Bate, Mr. Taylor said one of the issues facing the magazine was a lack of credibility.
To address that issue, Mr. Bate said, the on-line Frank has brought back the magazine's original writers and editors.
"The original Frank gang has returned," he said.
The magazine will make money through subscriptions and will be updated daily instead of biweekly.
The up-to-the minute reporting would ensure that the mainstream media, which, according to Mr. Bate, was often able to scoop the magazine, will be "eating our lunch."
The website would also feature a Frank store, video features, daily blogs and embarrassing court documents.
Mr. Bate said the website will run on a sound business model. He would not divulge who is providing the financial backing for Frank's return.
The use of the Internet will also "save on printing and distribution costs, which made up a huge chunk of our overhead," he said. "It will be just like any other company."
Mr. Taylor was not available for comment.