CARGO MAGAZINE BITES THE DUST

Although Cargo Magazine created quite a buzz in the publishing industry, it wasn’t loud enough to rescue this glossy men’s fashion magazine from the ashes. The magazine (that used to feature hats but didn’t include many toppers lately) had 373,727 subscribers and was published by Condé Nast. The two-year-old magazine, that was the men's equivalent of Lucky, seemed to be a hit with consumers, but apparently it wasn’t enough to keep this magazine (that catered to metrosexuals) alive.

The magazine’s raison d'être was to explain the mysteries of manhood (apparently no one has those answers yet). According to Charles Townsend, president of Condé Nast, "We now believe the market will not support our business expectations."

Jimmy Jellinek, editor in chief of Stuff, a shopping magazine said shopping for men is about asserting status…"They failed to realize how men shop," Mr. Jellinek said. "You don't buy a cellphone based on what it does for you as much as it matches your sneakers. Shopping is about using possessions as a means to augment your power."

“Cargo covered cars and technology with the same zeal as styling paste and printed underwear, and this some believe, made some people uncomfortable.”

* The metrosexual is an urban male of any sexual orientation who has a strong aesthetic sense and spends a great deal of time and money on his appearance and lifestyle. See them at your local shopping mall and probably at the Winn Hotel in Las Vegas.

(If you want to see the entire article email diane@hatlife.com and I will email you the article.)