Sports Illustrated came two days late this week.
I don’t mind terribly. It’s the NFL preview. Clearly, this issue is jam packed with information. If the good people over at Sports Illustrated need to take a couple of extra days to complete the NFL preview issue, then I’m more than happy to wait for it.
So, when it finally did arrive on Friday, I wasn’t surprised by how much thicker than usual the magazine was. Upon further inspection, however, it turned out that was false heft. The middle of the magazine contained a massive fold out DirectTV ad. That’s blatant misdirection. It’s the magazine equivalent of a middle school girl stuffing her bra. Come on, Sports Illustrated, there’s no reason to do that. Everyone grows at their own pace. You’re pretty in your own way. (I think I may have gone off in the wrong direction there.)
Not only did this ad fool me, but it affected how I consumed the articles. It made it harder to fold the magazine over. When I did, I lost the last word on every line. The only way to read it comfortably was to lay it down on the table in front of me. I don’t know how you decorate your house, but I do not keep a table in front of my toilet.
While we’re on the topic, here are some other things that annoy me about magazines.
-Centerfolds: Not naked lady pictures. I am a big fan of naked lady pictures (Though not as much since they invented the internet, where the naked ladies move around and do other things.) I am talking about the actual folded over pages that are sometimes included in magazines. Sports Illustrated does this a lot, usually with graphs or when they predict the NCAA tournament every March. But, once you unfold a centerfold once, it never folds back correctly again. It sticks out or gets bent and looks sloppy.
-Loose Staples: You usually know within a few seconds if your magazine has a lose staple. Every time you turn the page you feel it. All your hoping for is that you can finish the infected article before the page comes loose and the integrity of your reading experience is forever altered.
-Damaged Cover: The men and women of the United States Postal Service generally do a fantastic job. But every now and again, a magazine shows up in the mailbox with a torn, bent or wet cover. And when that happens, the entire experience is shot. They say visual presentation makes up 28% of the dining experience (I just made that up. It’s based on nothing. Absolute and complete nonsense.) Magazines are the same way. The articles may be fantastic, but if I can’t be drawn in by the cover, I’m not going to enjoy it as much.
And here’s another thing that has nothing to do with magazines at all but does involve advertising. What’s up with those Geico/ESPN fantasy football ads with the caveman calling his scouts in Europe to help him draft? It’s football. Why would his scouts be in Europe?
Anyway, I’m done judging this book by it’s cover. Let’s judge it by what’s inside instead.
Sports Illustrated: September 6, 2010

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