THE EXTRAORDINARY LIFE OF THINGS

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The Bed. The Window. The Rope. The Sink. The Cabinet. The Ball. The Trousers. The Desk. The Rug. The Bottle. The Chain. The Log. The Letter.

These aren’t random words thrown together, nor am I reading a list of things I need to buy—though stop for a moment and admire the poetry and cadence of the list. No, those words are the themes of every issue of MacGuffin.

MacGuffin bills itself as a design and crafts magazine about the life of ordinary things. And in that simple descriptor, you can discover an entire world.

Founded in 2015 by Kirsten Algera and Ernst van der Hoeven, two Dutch art historians and designers, each biannual issue of MacGuffin is based around a single object, or word, and then explores that object in its entirety in quite surprising, and inspiring, ways.

MacGuffin doesn’t ask much of its global audience but reading it and experiencing it, might change the way you look at the world. MacGuffin came about because Ernst and Kirsten both felt that the discourse around design had become disconnected from the concerns of most of the world’s people.

In some ways, they have created a magazine that rejects the modern to appreciate what already exists. But don’t mistake the magazine or their ambition for nostalgia: MacGuffin is a thoroughly modern project and an ambitious one: oversized, heavy and thick.

Both Ernst and Kirsten acknowledge they are creating an object about objects, a collectible. A collection. They do this with an openness to the world and a thoughtfulness that is admirable. Because the world of MacGuffin is the world all of us live in.

Print Is Dead (Long Live Print!) is a production of Magazeum & MO.D ©2021–2024

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Picture it: It’s 1991. You’re sitting at your desk at The New York Times, when you get a call from the office of Condé Nast’s Alexander Liberman. Alex wants to meet you for lunch at La Grenouille to discuss an opportunity: Si Newhouse has decided to launch the first-ever beauty magazine, and he thinks you’re just the woman to make it happen. You’re 31 years old. The canvas is blank. The budget is endless. What’s your move, Linda Wells?

For the women’s magazine editors of today, struggling to keep the lights on by juggling Instagram, TikTok, marketing events, digital content, and whatever remains of their print product, this is a tale so far-fetched it feels like the stuff of an early aughts rom-com. But millennial editors’ wildest ideas about the “Town Car Era” of magazine-making were just another day at the office for Linda Wells.

Linda led Allure for 25 years, becoming a front-row fixture at Fashion Week—while also pioneering the cottage industry of backstage beauty coverage—and enlisting writers like Arthur Miller, Isabel Allende, Betty Friedan, and John Updike to write about … beauty.

In 2018, she pivoted, restyling herself as a beauty entrepreneur, launching with Revlon a makeup range she called Flesh. Now she’s back in the land of editorial, having a bunch of fun at the helm of the beauty vertical of Graydon Carter’s Air Mail, commissioning articles on everything from psychedelics to orgasm coaches.

We knew Linda Wells would be delightful, and yet she exceeded our expectations. We know you’ll love her too.

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This episode, a collaboration with The Spread, is made possible by our friends at Mountain Gazette, Commercial Type, and Lane Press.

Print Is Dead (Long Live Print!) is a production of Magazeum & MO.D ©2021–2024

STRING THEORY

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Media, and most every brand in general, talks a lot about building and nurturing a community. Tribes, even. Finding one, inserting yourself into it, and then making your message an integral part of it. And what activity creates a more loyal community, than sports? If there is the ultimate niche audience, sports is it. It goes without saying that every sport has fans. And some lend themselves to something beyond fandom; they are lifestyles.

And few magazines have built up a brand around a single sport and its audience and their lifestyle as much as Racquet.

Launched with a Kickstarter campaign in 2016 by Caitlin Thompson, Racquet is a presence at major tennis events and has inserted itself into the lifestyle of tennis fans and players alike. The path has been rocky at times, but Thompson is clear about her aim to provide a “premium experience at a premium price,” as she told the Nieman Lab in an interview in 2017.

Like any other media, Racquet will live and die based on a business plan, and it is quite possible that Racquet magazine is just a small part of a larger creative media agency, all centered around a global community. And while she is not loath to smash some volleys in the direction of the tennis establishment, she is doing this while also trying to recenter the entire community and become its new beating heart.

Caitlin Thompson has much in common with the world’s top tennis players: passion, drive, ambition—and a willingness to make … a racket.

Print Is Dead (Long Live Print!) is a production of Magazeum & MO.D ©2021–2024