You do what is called "controlled circulation" when you start. This means you simply mail out your magazine to a list of people that you develop before you publish your first issue. You can get (rent) a mailing list, or get anyway you think is right for your publication.

How we can modify the concept of "controlled circulation" model for web business. OR there is no such model applicable??

And about mailing list, people sell mailing lists for web as well, can we use that mailing list for "controlled circulation" on web.

Actually i want ot test the waters with a deliberately limited number os users and advance step by step to start the actual target business. If this approach is applicable for web or not.