THIS MAGAZINE IS ALL WHITE

I'm all for white space in magazine design - but on the cover?
This Thai language magazine has been established for more than a decade and focuses on the niche topic of fishing tackle and rods, and the like. This (right) is the rather unique cover for the January 2016 edition.
The monochrome design is different for sure, as is the abnormal amount of white space for a cover design. The image - of a dead fish and a fishing rod - is a rather unique choice too.
The magazine itself is a mix of colout ads and black/white editorial pages. It runs to 96-pages and costs THB 75.
One other unique feature of this magazine is that the contact email address appears on the foot of every editorial page. Nothing too unusual - except the address.
bakery_lover@hotmail.com?