What would be a new approach or a different idea is that if you made it implicit that the magazine was written for window cleaners and by window cleaners (i'm including carpet and general cleaning too that was just a figure of speech), and not professional journalists. In other words accept a lower level of copy standard, and in some cases grammar, and in some cases poor structure in the articles.
Obviously you would proof read and copy edit, but what i'm getting at is that it would have a freshness and an immediacy with people actually involved writing some of the reports/reveiws and this would counter the blandness of brought in journos whose work may be of a higher literary standard, but less vital in it's impact and interest.
I feel that one of the shortfalls of the one i can't name is that a windbag is constantly trying to put a pro gloss on things when in fact what is required is brevity.
