Retailers no longer
just pitch their goods in standard-issue catalogs. A growing
number of big chains now publish slick "lifestyle magazines"
as well. Here, we gauge the style-to-substance ratio of a
few.
1.
COLORS
(Rich's Cigar Store, 820 SW Alder St., 228-1700. $6.50)
Hip Italian sportswear outfitter Benetton publishes COLORS,
but this mag isn't packed with photos of quirky ethnic models
in Kelly-green togs. In fact, there are few Benetton ads
in the 100-plus pages. But readers will surely recognize
the realist style of renowned photographer Oliviero Toscani,
the publication's editorial director; his striking images
have appeared in the company's ad campaigns for years. COLORS
presents a consistently enthralling montage of photos, essays,
interviews and facts focusing on a central theme and its
global relevance. A recent issue on water featured Hindus
bathing in the Ganges, water birthing, sweat statistics,
a roundup of bottled waters from various countries and a
sobering photo of a Sudanese man nearly dying of thirst
(not to mention the cover: a naked baby peeing into the
air). Clearly, COLORS isn't just a souped-up catalog
but a genuine magazine that adds poignant substance to Benetton's
global image.
2.
Joe
(Starbucks, various locations. $3)
It was only a matter of time before java giant Starbucks
would launch its own quarterly. Joe, a mix of short
fiction, essays, poetry, photos and glossy ads for everything
from Nissan to eBay, made its debut June 16. Borrowing the
theme idea from COLORS, the first issue of Joe
focuses on trust, with mixed results. A discussion of the
topic between two authors is revealing but wordy. A photo
essay about trust is beautifully shot yet self-consciously
weird. The first issue also features novel product reviews,
a useful roundup of travel books and brief film and music
pieces. Overall, the writing is decent, and ads for Starbucks
products are pleasantly scant. Even so, the attempt at cleverness
evident in Joe's cover credo--"Life is Interesting.
Discuss."--reminds you that this is the brainchild of marketing
gurus. Unlike a fresh cup of the real thing, Joe
is lukewarm.
3.
Pulse
(Tower Records and Video, various locations. Free)
Surprisingly, Pulse isn't just one big Tower Records
ad. The June issue features an update on underexposed '70s
German prog-rock outfit Can, as well as features on jazz
pianist McCoy Tyner, legendary country music producers and
historic female composers. Of course, you'll find plenty
of ads for CDs available at--you guessed it--Tower Records,
and the overhyped Austin Powers dominates the cover. But
there is some substance here. Film and music reviews (including
one of a recent tribute album to Moby Grape guitarist Skip
Spence) fill several pages. Most of the CD reviews are generally
positive, but a few are downright scathing. Above all, the
insightful writing reveals that these reviewers have spent
more time in record stores than in marketing meetings. Besides,
free is a very good price.
4.
A&F Quarterly
(Abercrombie & Fitch, various locations. $6)
In the Gap-meets-Banana Republic land of Abercrombie &
Fitch, the men are obnoxiously buff and handsome, and the
supermodel women sport long tresses and tiny tank tops.
This photo-packed quarterly is unabashedly product-heavy,
with pages of modern "safari wear" bisected by images of
khaki-nation coeds frolicking happily on the beach in $70
cargo pants. A decent interview with expatriate writer Paul
Bowles in Tangier, a writer's search for UFOs in Nevada
and an engaging account of mountain biking the San Juan
Hut System do support a vague adventure-travel theme, but
the rest of the text focuses on so-so summer-fun blurbs.
Contrived pics of hetero makeout scenes and models as rock
stars fill the 300-plus pages. Only SoCal college types
carrying Daddy's credit card are likely to fork over six
bucks for this glorified catalog.
- - - - - - - - - - - - -
- - - - - - - - - - - - - - - - - - - - - - - - - - - -
Willamette Week | originally
published July 7, 1999
|
