Baggaley said she would be looking to cut costs, "but not out of the product". Instead, she told BB , she would be targeting the promotions budget.

All At Sea went in for high profile promotion, mystifying many by spending huge amounts of effort and money producing the trade-orientated London Boat Show daily newspaper to promote a consumer newspaper.

Other sponsorships were more logical, such as lending support to the Beale Park Boat Show in June.

" All At Sea's failure will not affect the show, " said David Parker, of Parker Media, which handles the publicity for the show. "The support was in producing the show brochure, so the show will not be affected at all."

CSL says it will concentrate on building on the publishing base set up by All At Sea Ltd.

"We want to make more of the classified section, " said Baggaley. "We want more brokerage and used boats to give people a reason to pick it up."

The editorial lineup had not been finalised as we went to press. "I have an editor and consultant editor in mind, " said Baggaley, "and expect to make an announcement in a week."

In the meantime, Baggaley says she will be sending letters out to the All At Sea contributors to let them know what's happening. "I hope to keep them all on board, " she said.

And what about promotion?

"We 've got a very good stand at ExCeL in the middle of the power section and All At Sea will be there with our other titles, Sportsboat and RIB and Jetskier , " said Baggaley. CSL intends to publish its first issue in May.