MUM says it's not dead; it was resting

Masthead online reports (sub req'd) that the Montreal-based men's magazine MUM (Men's Ultimate Magazine), which folded after seven issues back in 2003, is being revived, this time as a quarterly. Founder Hung Le says he's older and wiser (he's now 25!). We are left to wonder if MUM stands for Make Up (Your) Mind. It's hard to see how it is distinguished from or will distinguish itself from UMM (Urban Male Magazine) let alone the plethora of US men's titles on the racks, many of which seem to be struggling. This is a category that was made for the web, so making a print publication pay is not easy.