uraniumorchids's Full Review: Dwell Magazine Subscription
When was the last time you picked up a shelter magazine with its own manifesto? It's your first indication that dwell, the modern design magazine with the tagline "at home in the modern world", is concerned with more than just showing readers the latest trends in sofas.
That manifesto, published in the first issue of the magazine, and reproduced on the website (http://www.dwellmag.com) tells readers "We think that it's possible to live in a house or apartment by a bold modern architect, to own furniture and products that are exceptionally well designed, and still be a regular human being. We think that good design is an integral part of real life. And that real life has been conspicuous by its absence in most design and architecture magazines."
The editors, with this manifesto, show a true desire to produce a magazine that shows how real people live and work within their modern furnishings filled homes, and how new architects are creating new ways of living a more eco-friendly -- yet still stylish-- life.
And best of all, they promise to show the interiors as the owners live in them, not as relentlessly edited by a photographer's stylist: "If a photograph in this magazine includes a fruit bowl, it's there because the homeowners eat fruit."
Who Reads Dwell?
According to their media kit, as of May 2004, the typical Dwell reader is female, in her early 40s, and has a college degree. This reader is employed and lives in a household with a median household income of $84,000, which, for comparison, is higher than the average median income for a 2-worker household in San Francisco. The fact that nearly 80% are homeowners explains why most features are on houses, rather than apartments, despite modern home furnishings being a big draw for the urban apartment and loft-dwelling set.
All that being said, many of the under 40-year-olds I know (myself included), who are in significantly lower income ranges than the average dwell reader, but who still appreciate the clean, modern aesthetic pick this up when the cover blurbs indicate there's something compelling inside, or for the annual Design Across America issue. At $4.95 per issue, or $19.95 per year, I pick up about 3 issues per year. Yes, I know, at that rate, I should just subscribe.
What's Inside?
According to their media kit, dwell strives for a 50% advertising mix. The June issue, with 89 of 160 pages devoted to advertising, moderately exceeds this target. This may seem like a high ad to editorial ration, but since this is a design magazine, and the ads are typically creative ads highlighting new products from modern furnishings and accessories manufacturers, I don't mind them. Additionally, since the bulk of the ads are full page, and feature articles are allowed to run uninterrupted by ads, the advertisements can sometimes feel more like content than marketing. This is one of two magazines (Saveur being the other) that actually gets me to go to the web to obtain more information about the advertisers. In this issue, it was the bold, 50s-inspired prints of the Maharam Accessories throw pillows that got me to log on.
I have read some criticism that dwell seems overly west-coast focused. As a reader since the magazine launched, I haven't perceived that to be the case. Yes, they are based in San Francisco, so that does mean they probably are more likely to be breaking a story about a West Coast designer than a New York based publication, but they are just as likely to be profiling an international destination or event as something in their own backyard. It's interesting that we don't hear the same criticisms of Manhattan-based fashion and design magazines that have a strong NYC bias to their coverage.
June 2004 Issue Table of Contents
FEATURES
Editor's Note
Calls out a story inside on how things without resale value grow into items of extreme sentimental value.
Remaking the Past
Furniture maker Simon Watts, whose entire apartment's contents were stolen, on how one’s possessions assume a new importance when they’re suddenly taken away.
Like a Kid in a Candy Store
Profile of a Parisian modern furniture collector and gallery director.
Furniture Fascination
Profile of the design object-filled residence of a Dutch executive from the furniture company Label.
Kaleidoscopic Cabinet
How custom-designed furniture helps Architect Lorcan O’Herlihy, his wife, actress Cornelia Hayes-O’Herlihy, and their cat (who is uncharacteristically not named in the captions), make the most of their home's small, efficient spaces.
Fresh Gems
Modern jewelry that neither harkens to the past or strays too close to the hardware section.
DEPARTMENTS
In the Modern World
A front of the book visual guide to new design and architecture exhibits, events, books, innovative furniture and products for the home. This issue featured more than a dozen blurbs, including a preview of the Jorge Vergara Cabrera Cultural, Convention, and Business Center being built in Guadalajara Mexico; the new outdoor shower from Target (yes, Target); the Eva Zeisel ceramics exhibition at the Knoxville Museum of Art; and the 1000 Journals collaborative art project.
My House
A profile of home that embodies the Dwell sensibility. This issue featured Bob Weinstein's Chelsea live/work loft, which is home to Weinstein, his partner Eric Hensley, and their dog Spencer.
Off the Grid
Environmentally friendly architecture. A party- and eco-friendly house in Seattle’s Capitol Hill district.
Dwell Reports
Experts evaluate a class of products, such as an award-winning chef evaluating "professional" grade ranges, or a professional photographer evaluating the latest crop of digital cameras. In this issue, John Mahdessian, president of a NYC family-owed laundry talks thread count and evaluates sheets from 5 makers in a range of thread counts and price levels.
Nice Modernist
A profile of reader-nominated individuals whose creative endeavors embody Dwell's ideals. Maya Lin's design for a new baking facility for the Greyston Foundation in Yonkers, New York. The 60s inspired glamour shots of the bakery's cakes was a nice touch.
Elsewhere
Dwell interviews design-savvy locals in foreign cities and provides a mini-guide to modern
architecture in those places. this month it's Finnish architect and furniture designer Karola Sahi with her light-filled home featuring her own custom made furnishings and a sauna.
Context
This may be a new ongoing department -- it's not defined in the media kit. This issue profiles the Basilicata region of southern Italy, once a region of cave dwellers but now a major home furnishings production area, for luxury sofa and chair manufacturers like Natuzzi.
What We Saw
An international round up of design trends and ideas. This issue it was the editors' picks for the best in new design from the Stockholm and Cologne furniture fairs.
Invention
Q&As with the people behind innovative product, ideas, or technology. This month's article wasn't a Q&A; it was an overview about a Jetsonsesque oven replacement called "Tonight's Menu Intelligent Oven" or TMIO.
Archive
Your modern architecture history lesson. This month it's a profile of Walden 7, architect Ricardo Bofill's 1975 utopian community on the outskirts of Barcelona.
Dwell Labs
A readers advice column to help them solve design problems. This issue explores radiant heating options for flooring.
The Dwell Home
Although this is not defined as a department in the media kit, it is an ongoing update on the process of getting the first dwell modular house from concept to production.
Walls 101
Each issue has a 101 feature that demystifies design and architecture topics. This issue features unusual wall coverings that go well beyond paper wallpaper. Liquid-crystal-embedded glass or taxidermied insects are two of the most creative coverings they show).
Sourcing
Where to find information on the products featured in the magazine.
Houses We Love
The back of the book, parting shot of a beautiful modern home. This is a modern steel and glass house on a 1700-acre plot in Texas.
Outside
Modern design in the great outdoors. No outside article in this issue.
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