You Put Together A Magazine In Two Days. That Doesn't Mean You Can Call It '48 HR'

48HR

Here's another dispatch from the trademark wars:

A bunch of West Coast media types had this idea to make a whole magazine in a weekend. Here's how they explained their quest:

Issue Zero begins May 7th. We'll unveil a theme and you'll have 24 hours to produce and submit your work. We'll take the next 24 to snip, mash and gild it. The end results will be a shiny website and a beautiful glossy paper magazine, delivered right to your old-fashioned mailbox. We promise it will be insane. Better yet, it might even work.

They did it — hashed through the submissions, did all the editing and layout and everything. They called their magazine "48 HR." The theme of the first issue was "hustle." That's the cover up there.

Then — about 48 hours after the magazine came out — they got a cease and desist letter from CBS, informing them that the name of their magazine "is unlawful and constitutes trademark infringement."

Remember that CBS show "48 Hours"? Right, this is about that.

Now the 48 HR people have a lawyer who is helping them pro bono. And CBS's general counsel tells the NYT that the network wants to make a deal.

"We would like to work something out, but they'd have to be in touch for that to happen," the exec said. "Then we can begin talking and negotiating."

In the meantime, the magazine's Web site is still up. But they've also launched has48hrmagbeenshutdown.com, just in case.

Also, if you happen to be in the neighborhood, they're having an issue release party in San Francisco tonight.

For more Planet Money trademark coverage, listen to our podcast about our efforts to trademark Money Honey, and read our blog post on Subway's push to trademark "footlong" sandwiches.

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