Sometimes it's just a question of eating to much cake at the same time.
In 2012 they issued four issues, this was planed to be expanded into I belive 6 - 8 issues this year, and they also issued a german language edition last year on the heavily competetive german marked which already has some of the worlds best and largest circulated dive magazines: Unterwasser and Tauchen.
Perhaps the outcome had been more positive if they had taken the lesser approach and just issues 2-3 english language editions each year.
Espen speaks of circulation. At about 33,000 for Unterwasser and 61,000 for Tauchen (more or less, and according to the circ figures they present to potential advertisers) they are not nearly the world's "largest circulated dive magazines". But, it does point to the economies of scale in print publication. The more units printed, the less the cost per unit. I have no insight into the financials of any magazine other than our own, Alert Diver, but modest circulation would inevitably make high production values difficult, for any publication.