Best Magazines of 2001

By Michael Colford -- Library Journal, 5/1/2002

While the web becomes ever more pervasive in our daily lives and academic journals inexorably evolve into article databases, the popular magazine industry still surges forward. According to University of Mississippi journalism professor Samir Husni, a.k.a. Mr. Magazine, 702 new magazine titles were launched in 2001. Most of those will not last five years. A big name and a powerful backer are not enough to insure a magazine’s success. Witness Tina Brown’s Talk, which was the talk of the industry when it debuted in 1999. Talk never found its niche, however, schizophrenically trying to be both gossipy and intellectual.

What seems evident this year is a trend among new magazines to target their audience more precisely. One title that just missed the list of the ten best magazines is Just Labs. As the title suggests, this journal focuses solely on Labrador retrievers and does an outstanding job. Of the magazines included here, half of them are squarely aimed at that coveted audience of young, successful, urban professionals. From there, they are further subdivided into such categories as lawyers and law students, African Americans, those striving to live organically, and gay/lesbian parents. With such a clear idea of their audience, these journals can focus their content much more effectively.

The magazine launch that has the highest profile this year mimics last year’s O, the Oprah Magazine in so many ways. Comedian–cum–talk show host Rosie O’Donnell’s restructuring of McCall’s to Rosie has successfully managed to convert a large portion of a vast television audience to regular magazine readers.

And Baby
2001. bi-m. $29.95. Out of the Box Pub., 55 Washington St., Suite 812, Brooklyn, NY 11201; www.andbabymag.com.

Magazines on parenting are popular; they are also plentiful. And Baby, however, has found an unserved niche and goes after it with style and elegance. The concerns of the quickly growing population of gay, lesbian, bisexual, and transgender parents are both familiar and highly specialized. And Baby manages with finesse to cover issues important to all parents as well as issues particular to its target audience, including legislation, psychology, discrimination, and more. A recent issue features an interview with famous lesbian parent Melissa Etheridge, a look at the particular difficulties of family holiday get-togethers, advice on raising children to be "media literate," and an examination of the role of surrogates, donors, and significant others. Other articles would be at home in any parenting magazine: preparing financially for college, coping with emotional trauma, and so on. An extensive and useful resource guide lists businesses, support groups, and services geared toward the nontraditional family. All of this is brought together in a sophisticated package. Tailored to a specific audience, this would also be of interest to any open-minded reader. If there is room for a journal on alternative parenting in your library, And Baby would be great choice.

CPU: Computer Power User
2001. m. $29. PO Box 82667, Lincoln, NE 68501; www.cpumag.com. ISSN 1536-7568.

Is there truly a need for yet another computer magazine? When it’s as informative and fun as CPU, there is. CPU is aimed at the technology enthusiast, a.k.a. computer geek. Anyone who finds technology to be fun or exciting will delight in CPU. There is a lot more than articles on computers here; in fact, all types of technology are covered, from nanotechnology and video games to digital cameras and transistors. The articles and commentary from world-class computing experts are clear and informative and will prove useful to the novice or expert. Honest reviews and useful tips are plentiful, as are color photographs that give readers a clear look at the products reviewed or the procedures being discussed. CPU is a techie’s dream and, with its informative yet playful demeanor, a useful journal for all.

Gastronomica: The Journal of Food and Culture
2001. q. $40. Univ. of California, 2000 Center St., Suite 303, Berkeley, CA 94704; www.gastronomica.org. ISSN 1529-3262.

Unique in its focus on food and its relationship with culture and people, Gastronomica breaks away from all its competitors, filled as they are with recipes and advice on choosing the right wine. UC Press, International Association of Culinary Professionals, and American Center for Wine, Food, and the Arts have joined forces to serve up this forum for the examination of the history, literature, representation, and cultural impact of food. At first glance the literary style and scholarly approach may be off-putting to some Cooking Light subscribers, but liberal splashes of humor and a wide variety of articles make for a rewarding reading experience. Sumptuous images enhance the nearly-poetic prose to form a perfect mélange. The diverse readership for Gastronomica includes academics, culinary professionals, students, and general readers interested in food and all of its meanings. This unique journal proves that reading a vital academic resource can be a sensual experience.

JD Jungle
2001. 8/yr. $15. Jungle Interactive Media, 10 E. 18th St., 8th fl., New York, NY 10003; www.jdjungle.com.

Who would have guessed that a journal focused on the careers and lifestyle of law students and young lawyers could be so much fun? JD Jungle falls somewhere between American Lawyer and Details. Though JD Jungle concerns itself with the more high-profile side of the law—entertainment lawyers, defending terrorists, a "where are they now" piece on A Civil Action lawyer Jan Schlichtmann—there is plenty of useful information and professional advice present as well. A thorough look at the notoriously difficult New York State bar exam is a must-read for any potential test-taker. A recent cover story looks at the law firms doing the most to keep the varied employment needs of their attorneys satisfied. The journal is rounded out by interviews with notable lawyers, fashion spreads, an amusing article on port, and a photo feature on lawyers and their dream cars. JD Jungle features a stylish look, with smart graphics and (unlike many law briefs) a slim size. This is a great choice, particularly for law schools.

Mental Floss: Feel Smart Again
2001. bi-m. $19.97. PO Box 2730, Durham, NC 27715; www.mentalflossmag.com.

Mental Floss lets you feel good about trivia. Each issue is filled with fascinating information that is sometimes fun, sometimes thought-provoking. As indicated by the success of Trivial Pursuit and the "Bathroom Reader" books, the U.S. citizenry has a voracious appetite for noncontextualized snippets of information. Mental Floss presents these factual tidbits in a way that is appealing to all ages and cool as well. The first section, "Scatter Brained," is chock-full of fun facts, e.g., the origin of Scrabble (brought to market by Alfred Butts and a friend after the idea was rejected by a host of toy companies); the intricate history of a young boy’s "doll-in-disguise," G.I. Joe; and the origin of the fork. The issue examined (No. 10) strays from the usual Mental Floss format to include an amazing array of lists, such as ten fabulous poems that no one understands, ten great advertising ideas, and ten not-so-bright ideas in science. There is even an article about the significance of the number ten. Packed with answers to reference queries, this truly entertaining read belongs in every public library.

Organic Style
2001. bi-m. $17.95. Rodale, 33 E. Minor St., Emmaus, PA 18098; www.rodaleorganicstyle.com. ISSN 1530-7824

Organic living conjures up a host of stereotypes for many readers. The folks at Rodale have started a magazine that is sure to fly in the face of any presumptions attached to that phrase. With graphic elegance and eye-catching, fashion-mag photography, Organic Style is right at home among the most upscale fashion and lifestyle magazines on the market. With the tagline "the art of living in balance," Organic Style is squarely aimed at young, successful professionals with the income to live the way they please—organically. The articles range from personal living tips and ideas to investigations of how communities can work together to improve the global environment. An article on the gentlest and most effective hair products would certainly be right at home in any of a number of women’s magazines, while a timely and fascinating look at harnessing wind power as an energy alternative could have been lifted from Discover. Resources, recipes, travel information, and more give practical help to those trying to live an organic lifestyle. Both the curious and devoted will enjoy Organic Style.

Rosie
2001. m. $18. PO Box 3191, Harlan, IA 51593-2382; www.rosiemagazine.com.

Following in the footsteps of her inspiration, Oprah Winfrey, talk show host Rosie O’Donnell entered the magazine business last year with a revamped and retitled McCall’s. Rosie, while retaining its core audience, capitalized on its namesake’s popularity to become the most notable of last year’s "new" magazines. Like O, the Oprah Magazine, Rosie targets mainly women and has its share of celebrity interviews and inspirational stories of triumph and goodwill. And each cover features some of O’Donnell’s famous friends, usually with the talk show host as well. What makes Rosie a more accessible magazine than O is its more realistic approach. Rosie sticks closer to McCall’s, with a generous serving of pieces on crafts, children, health, and family cooking. O’Donnell’s manner, and hence the style of the journal, is firmly rooted in a regular-gal sensibility. That and her brash sense of humor will find Rosie a large audience. If public libraries were not already carrying McCall’s when the switch came about, they should definitely consider Rosie now.

Savoy
2001. 10/yr. $10. Vanguarde Media, 315 Park Ave. S., 11th fl., New York, NY 10010; www.savoymag.com.

Savoy is a much needed lifestyle journal aimed squarely at the upwardly mobile professional African American. Although appealing to a 20s and 30s age group, Savoy should also serve as a clear example to younger skimmers that African Americans are capable of great success. Savoy’s content is diverse, covering politics, entertainment, fashion and style, and people on the move. The tone is uplifting and encouraging. A recent issue interviews such high-profile African Americans as actor Jamie Foxx and incoming AOL Time Warner president Richard Parsons as well as less-glamorous success stories such as Deborah Wright, CEO of Harlem-based Carver Federal Savings Bank, and PR executive Terrie M. Williams. A helpful look at the new political universe and a lively article on Atlanta’s first female mayor, Shirley Franklin, are featured in the special politics issue. A food column is adorned with mouth-watering photos of African dishes. Fashion spreads, a society page, and book and movie reviews are in each issue. Savoy would make a fine addition to any library collection.

Viet Nam War Generation Journal
2001. q. $85. Viet Nam War Generation Pr., 23630 201st Ave. SE, Maple Valley, WA 98038; www.vwarjournal.com. ISSN 1532-6241.

Sporting striking, glossy cover photography, Viet Nam War Generation Journal is a strong entry in the crowded area of literary journals, albeit with a well-defined scope and target audience. Each issue includes works of fiction, essays, memoirs, poetry, interviews, and reviews by people who were in some way touched by the Vietnam War. Taking a broad view of the conflict and its social and political context means the journal may include practically anyone of a certain generation, as the title implies. Though the quality of the writing varies, the wide variety of viewpoints chosen so far has proven to be refreshing and illuminating. A history professor and former librarian, editor David A. Willson enhances his publication with thought-provoking and amusing introductions. Nearly 30 years past, the Vietnam War deserves a literary journal that provides both a historical and humanistic perspective.

The Week
2001. w. $38.22. Dennis Pub., 1040 Ave. of the Americas, 23rd fl., New York, NY 10018; www.theweekmagazine.com. ISSN 1533-1804.

In a time when readers have so many things competing for their time, it’s surprising that it took so long for a journal like The Week to appear. For people who want to stay abreast of current events in politics, science, entertainment, sports, and more but don’t have time to read the many magazines available on these subjects, The Week excerpts columns, news stories, and reviews from magazines worldwide and presents them in one inexpensive, easy-to-read journal. At only 40 pages, The Week boldly claims to tell the reader "all you need to know about everything that matters." A valuable service for the complexities of world news alone, The Week also distills the best in consumer writing, gossip, health, the arts, leisure, and travel, among other topics. It even includes a sampling of the best letters to a variety of editors at other publications. If there is only time to read—or money to add to the collection—one new journal, go with The Week and get the highlights from hundreds of sources.