Well, Wimott costs $700 for an annual subscription of 6 issues, but it is printed (not that the paper is that expensive). Nomenus Quarterly has gone between $2,500 and $6,500 per issue. Zoot has a $150 cover price. If this new MFD mag is a monthly publication, then it is not far from many art magazine prices of around $25/issue (but those are on paper as well). The diamond-studded and gold issue of Kohl's was priced at $10,000, but that was a one off.
Given the time and labor needed for high-quality publications, short-run magazines are expensive--the cost is really not a material cost problem. Given the amount of information available on photographic technique and the availability in fine photography, this will be a hard sell. Personally, at that price, I would rather invest in a few good photographic books instead.