The document summarizes a focus group discussion about a magazine called "The Alternative" that will cover alternative rock, alternative hip-hop, and feature artists like Foals, Toro Y Moi, MF Doom, and A Tribe Called Quest. Toro Y Moi will be the double page artist and on the front cover as he recently released a new album. Other potential magazine names discussed were "Aimant" and "Range." The layout will use pale colors to match the front cover artist. Feedback suggested most would pay £2-£3, so the price was set at £3.