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The trend of big, glossy city mags targeted at the super-super-rich is among the more hilarious trends in publishing. With nary a nod to journalism, the mags plug a different product in every inset box, every graph, every nook of “editorial” content. A good example is the March ’07 edition of DC, which is published by Modern Luxury LLC. One feature: “Liberty Belle: Express your fashion freedom with heavenly looks from Yves Saint Laurent, Marc Jacobs and Stella McCartney.” What you get in this piece is a series of photos of models in haute fashions. They are dressed in the types of outfits that have never, even been seen on a D.C. street.
The best moment in this issue, however, comes in the Publisher’s Note. Now, notes from publishers and editors traditionally boast about the editorial content of a publication and thank readers for their devotion. Not in DC. In his note, Peter Abrahams speaks about buying a home and settling in. Then comes the plug: “[T]he house was finally ours and time to make it our home. We’d learned from our mistake of not calling in the pros before and quickly hired an interior designer, someone as quick and nimble as Lori Graham, the decorator whose home/office we feature this month.”
Flip to that feature and find, among other insanely priced items, “side tables and white chairs from Sixteen Fifty Nine. Round mirror by Powell and Bonnell, carpet and throw pillows all from Timothy Paul Carpets + Textiles….”
Just who are the people who are supposed to dig this mag? Do you know any of them?