I have just come across this link to a new magazine called "Go Birdwatching": http://www.outandaboutlive.co.uk/ope...o-birdwatching
Its editor is David Cromack (former editor of "Birdwatching"), and there appears to be a strong link with "Birdwatch" (if you explore some of the options to view).
So now, in the U.K., we have "Birdwatch", "Birdwatching" and "Go Birdwatching" apparently. The term "milking it" comes to mind.
I gave up my subscriptions to Birdwatching and Birdwatch a long time ago when I found I was trawling through page after page of adverts trying to find anything (sensible) to do with birds and birding.