The Power of Promotion

March 21st, 2007 Posted by V

I am always a sucker for first issues of any magazine. I like knowing that if I pick it up, I could someday own every issue of what could inevitably become the next Face. So, of course when I saw issue one of a new publication the other day titled powerHouse magazine, I nabbed it with a quickness. Little did I know it would confuse me for the next three consecutive days.

With possibly the best editorial photography i’ve ever seen in a hip, cultural magazine, a varnished cover and only about 10 ads in the entire issue (all placed at either the front or back of the magazine), I couldn’t believe it was only $10! Even the content of powerHouse was unique; stark photos were juxtaposed against real-life tales of a specific moment or event in the writer’s life.

It was not until I reached the end of the issue that I began to detect something amiss in magazine world. Immediately following the last article was a two-page section entitled Books Featured in this Issue. Hmmm. It appeared that the articles and photos were actually excerpts from different books within the powerHouse books publishing company. I flipped through the issue a few more times and realized that the 10 ads were all for openings, events, and magazines under the powerHouse books publishing company.

It became apparent I was dealing with a faux magazine! I eventually ended up at the homepage for powerHouse magazine where the concept for the publication was explained:

Issue 1 of powerHouse Magazine is edited by Miss Rosen, who recalled the idea first came up during dinner with powerHouse Books publishers Daniel Power and Craig Cohen. “We were discussing how pleased we were with the Fall 2006 book catalogue, and thinking of ways to expand it in new directions. ‘How about a magazine?’ Daniel asked, to which I immediately answered, ‘Ohh! I love magazines!’ (not surprising considering I handle publicity). ‘You know,’ I added, ‘people keep asking me if we are doing a catalogue for No Sleep ’til Brooklyn, so perhaps we can use this as the basis for the publication but to go a step further and have it unite the Arena, the books, and our extended circle of artists and contributors.’ They loved the idea. ‘By the way what would be the production deadline? I asked. ‘About a month,’ Craig answered. ‘Ohh!’ I gasped, realizing that once again, we would be doing this in true powerHouse fashion: straight into the deep end, hope you can swim!”

Interesting. I must say Miss Rosen pulled this off brilliantly. The end product was not some shoddy attempt at a fake magazine, but a stunningly pulled off feat. Still, I felt duped and was a bit miffed at the ordeal. I actually enjoyed reading the story behind the concept, (quoted above) and think it would have made the end product even stronger, as well as clarified the purpose of the publication to unfamiliar audiences, to have printed it as an intro to the magazine.

Mostly I just laughed though, and decided Miss Rosen was pretty badass. After all, her magazine had slipped past the upturned noses of the Chicago’s indiest emporium and been filed with the periodical magazines (not the art books and publications). Bravo, good show I say!

(NOTE: Upon rereading the intro spread, Miss Rosen does mention powerHouse Books and the No Sleep ’til Brooklyn event, but definitely not to the clarity with which it is explained on the website. I definitely skimmed over this final paragraph and two sentence mention the first time I went through the publication.)

Tagged: art, brooklyn, culture, graffiti, mag.nificent, magazines, powerhouse books, powerhouse magazine