It seems strange that a small project the size of Jellyfish can end up having such a range of people commenting on it.
To be completely fair to natmags, it was a small concern. They have a total staff of around 1,500 in the UK. Eight of them were directly involved in the launch and continuation of the Jellyfish project.
This has generated a decent amount of inquiry from people interested in the magazine industry.
The immediate verdict seems to be that the email delivery system was suspect, due to unconfirmed rumours across the industry.
I think, as someone who was there, I can safely say that there were a number of different reasons and pinning it down to one reason is more than slightly artificial.
There is more than one way to skin a cat, and there is more than one way to market a site. Jellyfish had healthy strategy and implementation across the entirety of the project but did not manage to gain enough traction with the target audience.
The main lesson is that the web is all about unique content which is refreshed often. Jellyfish did not fit either of those two criteria and so died reasonably quickly.
Does anybody have an example of a non-daily web publication working well? (Apart from Popbitch...)?