Rob, Seems to me the hype level has been rising for years in most publications that deal with photography, painting, poetry, you name it. B&W and Color aren't alone in that. Brooks Jensen is the one-of-a-kind writer who tells it like it is. Everyone who aspires to do serious photography (beyond tourist snapshots) should be required to read Brooks's Letting Go of the Camera before they're allowed to trip a shutter.
Jeff and Feppe, I'd agree that "Color" is a pretty stupid name for a magazine, but how about "Black and White," which is the real name of what we all call "B&W?" I'm sure the moniker "Black and White" explains why the spin-off mag was named "Color."
I had a quarter page ad in the second edition of Color, betting on the come. I'll have a half-page in the fourth issue. If I can't rake in some chips after that one I'll probably back off from the whole art magazine approach.