I love Esquire
magazine. No, that’s not accurate. I despise and am in awe of Esquire magazine, which is full of
clothes and men’s jewelry I neither want nor can afford, and unavailable
plasticky women barely out of their teens. I am amazed by the fact that Esquire has been peddling The Great
American Fantasy (TGAF) for 80 years and is still successfully doing so with a
publication that is two-thirds ads and one-third cotton candy lite.
TGAF is alive and well and, I suspect, hasn’t changed that
much since 1932, when Esquire first
was published. There are other mags, of course, which pander to the American
Fantasy. Playboy did, for decades,
and when the going got more graphic, liberated and free of three-syllable words,
so did Penthouse and Hustler.
For the more constructive among us, The Fantasy might be a
backyard gazebo or a motorized bicycle. I remember once subscribing to Popular Mechanics only because it
promised an article on building your own sport car from junkyard parts. I don’t
know if anyone actually built one of these hot-rods, but my friend Kevin and I
did spring $20 for a set of detailed PM blueprints
of a one-man hydroplane. We built it out of two-by-fours and marine plywood,
painted it blue and white and bolted 40 horsepower Johnson outboard to its rear.
We ran it and it was scary fast, skimming the water like a dragonfly. We
totaled it when the throttle got stuck and it flew from water to land and hit a
tree. Really. I had to bail out of the boat (we’d named it, appropriately,
Insh’ Allah) and in the process lost my glasses, which made the 90-mile drive
back from the Chesapeake Bay almost as hazardous as the boat ride.
There’s a plethora of car mags with the million dollar
Bugattis; hunting and fishing mags with thirty-pound muskies and 20-point bucks
shot with home-made blowguns; home decorating mags with professionally shot
photos that will never approximate a reader’s home; health mags with buff and
oiled bodies that have never tasted meat; travel mags that encourage visits to
African war zones; impossibly-rich-people mags…
And then there’s The
New Yorker, in a class of its own. I give The New Yorker subscriptions to a very select few folks whom I care
for deeply.
Most magazines have a voice to promote the fantasy.
Home and travel magazines gush. You are there with them, amazed at the
sights before you, be it a top-of-the-line Bertozzoni convection oven or the
coast of Northern Greece .
Do-it-yourself mags have a homey quality. We’re all guys figuring out
how to wire the new garage door while having a few beers.
Esquire is smart-alecky,
read-this-and-you-too-might-verge-on-cool. But really, deep down, it’s pretty
much worthless.
The New Yorker promises a
different fantasy: erudition. Read these articles and you will not only be Gotham cool (which is way better than Esquire cool) and in the know, you’ll be
privy to information seldom disseminated. The cartoons are for urbane folks who
get it, whatever the it may be. The teeny tiny print of the Events columns
reinforces our belief that we’re being invited to a very special soirée, an
event restricted to important people, readers like us.
If I had unlimited
time and money, I would subscribe to hundreds of magazines. I would learn to
keep bees and turn a lathe. I would get welding tips, build specialized
bat-houses, sail wooden boats, and search for sunken treasure. I’d play my
guitar a lort better and recreate Van Halen licks while cooking a turducken. I
might—and this bears further thought—want to work for a magazine about
magazines.