"Spin" is an accurate name for something like this -- a lot of hype, for an innocuous but rather tepid rock magazine. If Rolling Stone is the dirty old geezer of rock magazines, then Spin is the teenager who tries hard to convince you he's cool by name-dropping the Strokes.
Spin covers some of the same turf as Rolling Stone and Blender, but less lasciviously -- lots of coverage of popular bands. Some of them are quite good -- the Hives, for example, or indie newcomer Steve Burns (who quit his job on "Blues Clues" after hearing a Flaming Lips album, and reinvented his life as a rocker).
Unfortunately they overemphasize whatever bands are hot at the moment, and then overemphasize them again -- as well as tacking them up in whatever "coolest"/"best" lists they chalk up for the year/decade/century/history of rock. Indie cred is maintained by a few half-page articles on potentially hot bands like the Comas and Metric, but this info is halfhearted. It's like they're reluctant to tear themselves away from articles on better-known bands, regardless of talent.
The writing, however, has that certain affliction that a lot of major rock magazines have: the Need To Be Cool. Their writers always are trying to be funny, but rarely come across that way. It seems silly and strained, like a soccer mom wearing a spandex tube dress. Even the CD reviews are mediocre. However, one recent highlight is Dave Eggers' columns -- witty, funny, and a little bit skewed. In fact, they are often the best things in the entirety of the magazine.
One of the problems is the emphasis on stuff in Hollywood. Scarlett Johanssen is a wonderful actress, yes. But she doesn't sing, nor has she appeared in a music-based movie -- Jack Black yes, Scarlett no. And what is up with party coverage on TV starlet Mischa Barton and MTV couples?
Check out sublimely indie mags like Chord, Filter, Under the Radar and the online Kludge for in-depth looks at some worthy bands. As for Spin? It's still trying to convince us it's cool, but Eggers is the only regularly cool thing about it.