Belt and braces. Then another belt.

Whether the UK version of Wired will work or not will depend more on the buoyancy of the UK print advertising market and the health of the American parent title than anything else. However, I was intrigued to see that the launch issue comes with a peel-off day-glo orange sticker describing it as "the new magazine about what's next". This suggests that after the usual nervous conversations about what the first cover should look like, what would make the appropriate cover image (looks like Manhattan but it's actually London) and the exact combination of cover lines that position the title - "ideas/technology/culture/business" - with more pointed invitations to read further inside - who could "the genius who killed the economy" possibly be? - and the designer's painstaking efforts to incorporate the announcement "UK launch issue" into the logo so completely that you don't actually notice it, somebody profit-responsible has come in there at the last minute and said "what this needs is a sticker saying what it is".