Nothing demonstrates to a man his ultimate insignificance in the Great Economy like his inability to unsubscribe from a magazine.
(All right, fine: Lots of things demonstrate to a man his ultimate insignificance in the Great Economy. But this one is particularly stupid, and sufficiently banal that I can laugh at it, unlike, say, losing my job, which was less obviously humorous.)
Here’s what happened. I used to subscribe to a hipstery sort of design and decorating magazine called ReadyMade, full of the sort of things I’d have wanted to make and do in my impoverished twenties. I read it in my late thirties out of ironic nostalgia for my own youthful irony. That magazine went out of business with six months left on my subscription, which I had been unlikely to renew anyway, and the parent company (Globo-Zines Inc.) sent me Better Homes and Gardens instead, a thoroughly un-hipsterish and unironic publication and one whose design notions I had even less desire to emulate. I see that the two magazines have ostensibly the same purpose, but the demographics are completely different. The one ran ads for new releases by twee little indy bands; the other shills Campbell’s soup. And where ReadyMade at least pretended that you were actually going to do some of the projects described in its pages, Better Homes and Gardens doesn’t seem to. It seems designed solely to sell paint.
I usually ignore it until my daughter spots it and unsheaths it from its plastic wrapper. (ReadyMade didn’t come wrapped in plastic, but arrived with its cover charmingly, insouciantly crinkled.) She’s a junior art director, so she finds this kind of thing fascinating. Her contribution to Sunday dinner is folding the napkins into boots and butterflies. But even she can’t get anything out of BHG, except for one article in the December issue on tying bows from ribbon. Being homeschooled, and raised in part by me, she makes fun of it mercilessly. Continue reading “The insignificance of man in the face of modern magazine publishing”