Old Jossip pal Bob Guccione Jr. has, unlike his father, mostly remained out of the headlines ever since he taped the last packing box shut at his Gear magazine's westside offices. But the time has come to unseal those file-a-faxes (old school 2003, yo) with Guccione's latest buy: Disney's Discover magazine.

With Mickey Mouse looking to unload the mag and the Spin founder ready to reenter the consumer publishing biz, it sounds like a perfect fit. But just like Joe Mansueto with his newly purchased Fast Company and Inc., Guccione has bigger plans for his new title. Guccione wants to increase advertising staff, add a humor column, publish in multiple languages, build up Discover.com, expand into TV and branch out into two new science print magazines that will reach the layman.

While celebrity weeklies are all the rage, we have a sneaking suspicion we might be on the brink of a of science mag resurgence. First the science-and-society title Seed is back after a year's hiatus with $12 million and funding, and now Guccione is pumping cash into Discovery.

Or, like most magazine adventures, this could turn into an utter failure and bleed through cash just like Gear. Wonder which is the safer bet.