I stumbled across this on the side of Owl Jones' Place. As far as I can gather, it is similar to Catch Magazine (in terms of photography, video and variety of fish), but with more words and focussed on The Southern US. They have their preview, or "spring thaw" issue to the upcoming October 2011 inaugural issue here.
I laughed a bit while reading it. I like the attitude. An enjoyable preview for what is sure to be a fun online periodical.