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Introduction

John Gregory Dunne began his Delacorte lecture on February 14, 2003, by observing that in general, it is bad business for writers to talk about writing. William Faulkner once said that a writers obituary should read, he wrote the books, and then he died. Dunne died before the year was out, but as you will see from his talk, at least as far as his meditation on the writers voice was concerned, he was wrong. No point in summarizing what he had to say here, because a) his nuanced, careful prose does not easily lend itself to paraphrase; and b) you can turn to page 1 and read it for yourself. Nevertheless, as a preview of coming attractions, we can conceive of no better prelude to this collection of ruminations on magazine journalism than Dunnes observation that the fact of the matter is that as you get older, you will discover that the singer is more important than the song. If you do magazine journalism, why ultimately matters as much as or even more than who, what, where, when, and how. And not so much why as a meditation on why. Or a contemplation on how and who. The lectures that follow are part of a series originally aimed at students at Columbia Universitys Graduate School of Journalism who have chosen to concentrate on magazines. Their purpose: to provide
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insight into the world of magazines by way of the perspectives of those who write, publish, edit, and design them. This is not a how-to book, but it is, in many respects, a how-to-thinkabout-it book. At the loftiest level, one might think of magazines as what Francis Bacon, the philosopher, who helped clarify the dierence between analytic (deductive) and inductive reasoning, meant when he referred to the middle axiom. As Bacon saw it, analytic reasoning starts at the highest level of abstraction, whereas inductive reasoning proceeds from the bottom up. Notwithstanding journals of opinion (like The Nation and National Review) or magazines of ideas (like Harper s and The Atlantic), magazines as a genre do not specialize in abstract generalities; nor, at the other extreme, do they merely present raw, undigested experience. Rather, their comparative advantage is in dealing with the in-between or netherworldthe middle region, inhabited, according to Bacon, by the solid and living axioms on which depend the aairs and the fortunes of men. As the talks below demonstrate, magazines as a class, be they magazines of ideas, journals of opinion, newsweeklies, or niche publications about matters culinary, athletic, sexual, or what have you, by denition reect the values and tensions of the culture and society they help to dene. And the crazy quilt of perspectives and backgrounds represented by those whose thoughts appear below help explain why magazines and the people who run them are still, and perhaps always will be, in the middle of their journey. For example, Bob Gottlieb, who had served as editor-in-chief of Alfred A. Knopf, one of Americas most distinguished book publishing enterprises, before he became the rst postWilliam Shawn editor of The New Yorker, one of Americas most distinguished magazines, provides a unique perspective on the job of magazine editor by looking at it through a book publishers lens: You are there to keep the writer happy and feeling that he or she is protected . . . which means they have to believe that their editor . . . understands their work, sympathizes with their work, and is on

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their wavelength. They must believe that the editor can make the book not other than what it is, but better than what it is. . . . When youre the editor-in-chief of a magazine . . . its opposite. You are the living god. You are not there to please the writers, but the writers are there to satisfy you because they want to be in the magazine, and you are the one who says yes or no. The lectures contain foxy perceptions like Ruth Reichls casual observation that tables of contents are moving back farther and farther and farther in magazines because advertisers pay more to be in front of the table of contents. They also contain hedgehoggy ones, like Tina Brown quoting Elizabeth Hardwick on how magazines are like mushrooms. They should grow in the dark. Translation: the reader, who is comfortable with things the way they have always been, should not be traumatized by change. (So the trick is to change things without appearing to change them.) In the spring of 1971, on the occasion of his departure as editorin-chief of Harper s Magazine, Willie Morris famously referred to the struggle between the money men and the literary men (As always, he lamented, the money men won). And Rick MacArthur, in his account of his own life as the publisher of Harper s some years later, seems to incarnate the dilemma, although as the ostensible money man his heart is clearly on the literary side. But of course there are other, no less important divides at the core of magazine making. Vide, the tension between the word people and the art people. As Chris Dixon, design director of Vanity Fair, observes, A lot of times . . . [the art people] will put together a presentation of how were going to visualize [a story], and the editor will say, Well, if you had read it, you would have known da, da, da. So theyre assuming [wrongly] that we havent read the piece and we dont understand. And then there is the fashion magazine editor who reports that most editors learned that pictures are things that happened down there with the cool people in the art department, and photos were merely visual support for the words.

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I learned the dierences between the two kinds of people who go into magazine editorial, the words people and the visual people, and woe be to the editor who doesnt understand the primal attachment those in both camps have to the superiority of their point of view. Its usually the words people who end up being editorin-chief, which is interesting because at the big national glossies, most of the budget is spent on photography. This raises the still open question of how the primacy of the image will fare in the age of the Internet. Roberta Myers, who worked for Rolling Stone, Interview, and Seventeen, among other magazines, before she arrived at Elle, where she is editor-in-chief, recalls, Somebody told me that if I needed resources and money for Elle, all I had to do was go to the 45th oor (where the CEO sits) and yell digital, and theyd throw a pile of money at me. Although several of the talks represented here were delivered in the pre-Internet era, they seem inevitably to anticipate the key issues that confront magazines in the online world. One of the editors of this volume recently undertook a survey of magazines and their Web sites and discoveredsurprise, surprisethat given onlines presumed need for speed (in order to gain the trac coveted by advertisers), many magazine Web sites are not fact-checked or copyedited with the rigor of their parent magazine, if at all, and the church-state separation between editorial content and advertising is, for the most part, honored in the breach. Peter Canby, who oversees The New Yorker s much-vaunted factchecking process, recalls that when he was rst hired as a checker, the managing editor told him that fact-checking was the best way to learn the basics of journalism. What then does this say about those magazine sites that do no fact-checking at all? And Canby makes the interesting case that rigorous fact-checking does more than prevent errors from appearing in the magazine. As he puts it, the checking department attempts to ask really critical questions, to look at logic, at the aws in arguments, and to try to get these things addressed so that what ultimately appears in the magazine does have this texture of freshness and originality and accuracy. This not
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only gives the magazine its credibility but also imparts a distinctive quality to The New Yorker prose. In other words, as The Atlantic s longtime copy chief, Barbara Walra, says apropos of copyediting, a magazine needs someone, or a team of people, who work on everything and make sure it meets all their standards. And since there are no universal English-language standards, or even consistent American English standards, each magazine has to make choices . . . each choice says a little bit of something about the identity of the magazine. Too bad we all cant have the benet of Walraths explanations why The Atlantic chose this rather than that in each instance. But she does share the advice Atlantic editor Bill Whitworth gave on hiring her as copy chief: that she should always write little explanations on the galleys of the reasons for changes, and that she should always suggest a x, not just circle something and write awkward with a question mark next to it. Are online magazines really magazines? That, of course, is a question that hovers over any comparison of old and new (now called digital) media. The answer may be found between the lines of the contributions of both Tina Brown and Ruth Reichl, each of whom gave two lectures one before, and one after the advent of the Internet. They each describe before and after from very dierent vantage points. There is one point on which most of the contributors to these ruminations on Bacons middle axiom seem to agree: that ultimately a magazines identity is determined by its readers. This may sound like a truism, but the various paths taken to arrive at that conclusion suggest it is anything but. Thus, Felix Dennis, the one-time proprietor of Maxim and current boss of The Week, is eloquent in his sermon on why the reader is king. And the late Michael Kelly, who went on to edit The New Republic and The Atlantic , tells of starting out as a writer when Playboy commissioned him to travel the country writing about sex, at a time when sex seemed to be coming out all over. A talented writer, he wandered the sex circuit interviewing the male beneciaries of the new openness, and found what seemed to him a rather grim place lled with grim, sad
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men, pathetic really, engaged in a kind of dismal and pathetic pursuit. When he nally turned in his essay, his editor told him, You really captured something here, and youve really got down on paper the sheer awfulness of these guys lives, how sad and lonely and pathetic they are. Kelly said, Thank you very much. His editor then added, At Playboy we have a term for these men. And Kelly said, Really? And he said, Yes, we call them our readers. Evan Cornog Victor Navasky

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