It is both a magazine and a way to sell copter parts. I've never seen a business model like this before, but the idea is that you get a certain amount of parts and instruction with each issue. When it's all done, you end up with a Hexa that carries a GoPro like action camera (not sure of the brand, but it's not GoPro). I don't think you get everything you need though. There has to be additional parts needed, I would have to imagine.
Have you seen it out in the shops yet? I've actually got a few photos that will be in upcoming issues. So far, they are only committed to doing the first 5 issues, and the fate of the project depends on how those first 5 are received.