In a scenario reminiscent of Monty Python and the Holy Grail, advertising pundits have been crying “bring out your dead” in reference to the magazine industry for the last few years. As a print fan or perhaps simply a Luddite, I have been searching for signs of hope that my beloved magazines are “not dead yet.” One such sign is Vanity Fair which continues to offer a brilliantly engaging publication month after month. Their May “Green Issue” is a sterling example of the power of this medium and how to keep breathing life into the category.
Article after article was interesting and insightful providing a uniquely VF point-of-view. From electric sports cars that can accelerate from 0 to 60 in four seconds to Amazon droughts, the range of topical green issues was vast and inspiring. Photos by Annie Lebowitz among others dazzle the eye and take full advantage of the magazine’s size and tactile nature. All in all, this particular issue is well worth the $4.50 newsstand price and is vastly superior to the complimentary online experience.
Advertisers also took advantage of this issue filling it chock full of ads many of which had green messaging. I will review the best and worst of these in tomorrow’s post.