Stop the Magabrand Revolution, I Want to Get Off

THE MAGABRAND REVOLUTION: That's the motto of this year's American Magazine Conference, dreamed up by Men's Health editor conference chairman David "Fit is the new rich" Zinczenko.

But no sooner had THE MAGABRAND REVOLUTION got underway than the forces of reaction made their presence known. It began on Sunday evening, when Advertising Age editor Jonah Bloom refused to use the word "magabrand" in his awards presentation. Bloom's heroic act of defiance emboldened many.*

Intrigued, I conducted an informal poll of editors to see just how many were sympathetic to the goals of this MAGABRAND REVOLUTION we'd heard so much about. I also used the occasion to try out a concept of my own -- a little something I like to call THE BRANDAZINE INSURRECTION. Read on...

Shoshana Berger
Editor in chief, ReadyMade
Which appeals to you more: "magabrand" or "brandazine"?
Can I say both of them appeal to me less?
So you're not going to start using "magabrand" around the office?
God no. It appeals to me about as much as "magalog," which I also despised.
When THE MAGABRAND REVOLUTION comes, who will be first against the wall?
The question is whether or not it will be televised.

Christopher Napolitano
Editorial director, Playboy
How do you feel about THE MAGABRAND REVOLUTION?
I usually have to use 'magabrand' with a modifier in front of it, and that modifier starts with the letter 'F.'

Mike Lafavore
Editorial director, Meredith Corp.
Are you looking forward to hearing a lot more about magabrands in the years to come?
[Leaning into microphone] I'm Mike Lafavore, and I hope I never hear the word "magabrand" again in my entire life. I think it's something that should die here. All of us should pretend we never heard it, and it would be our little secret.

Jason Binn
CEO, Niche Media
Let's talk magabrands.
Is that your whole thing now?
Yes. What do you think of THE MAGABRAND REVOLUTION?
I was on the panel when they actually came up with it. It was at the planning committee.
In that case you can answer my question: Why 'magabrands' and not 'brandazines'?
You're good. I'm gonna have to get back to you.
Would you say Dave Zinczenko is the Che Guevara of THE MAGABRAND REVOLUTION? Or is he more akin to the Simon Bolivar? The Mao?
Could be part Mao.

Randall Lane
President, Doubledown Media
Do you plan to make "magabrand" part of your vocabulary?
The idea is good. I don't know if 'magabrand' is the right brand for the term.
Would you feel better about 'brandazine'?
'Brandazine' is better than 'magabrand.'

Peggy Northrop
Editor in chief, More
How do you feel about THE MAGABRAND REVOLUTION?
You mean the name? Well, I'm not going to be calling it magabrand.
You're not going to start using "magabrand" in the office?
I am not going to use "magabrand' in the office. There's no way.

Mimi Valdes
Editor in chief, Latina
How do you feel about "magabrands"? The word, the idea, the lifestyle?
I think the magazine industry has already been on that path, of thinking about magazines not just as magazines, but as a brand. You're online, you do digital, you do mobile, TV shows, events. That is the way you do things. The word "magabrand" is a little weird, a little clunky, but the idea is not new.
What do you see as the difference between a "magabrand" and a "brandazine"?
"Brandazine" seems small to me. "Magabrand" feels bigger. I don't like "brandazine."

Sid Evans
Editor in chief, Garden & Gun
Are you looking forward to throwing around the word "magabrand" when you get back to New York?
No.
Would it make a difference if it were "brandazine"?
Brandazine, magabrand...no. We need to work on it. We need something else.
Would you be more inclined to read my blog if it were a blogabrand?
How about a magablog? Blogazine?
Blogabrandazineablog. Perfect.

Tim Regan-Porter:
President and publisher, Paste
Are you looking forward to hearing more of the word "magabrand" in the years ahead?
As a word? No, not really. I'm one of those people that's sort of anti-buzzwords.
Would it make a difference if you could call it the "Brandazine Insurrection"?
No, I don't think that would help any.

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*Whoops! "Jonah Bloom" originally read "Jonah Hill," possibly causing some people to wonder whether the chunky kid from Superbad is now editing a trade magazine. Forgive me; I was up late watching Brett Favre pull out a miracle.

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