Isn’t the sound of turning a magazine page kind of like the sound of a gentle wave splashing on a beach?

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So here I am, right in the middle of Electronic Social Media Land, about to tout a bit of old media that has seen better days: The Magazine. I hope that blog filters don’t sniff out references to dead-tree media and block this post.

Specifically, I’m touting the relaunch of the magazine the Holland America cruise line publishes for its Mariner Society frequent-cruiser program. “Titled Mariner, the newly redesigned 64-page magazine presents a sophisticated, eye-catching design and offers fascinating editorial features by celebrated writers, superb photography and informative regular sections.” So says the release.

I cheer such an effort because it exemplifies form meeting content, or, more specifically, form meeting form. A magazine is physical, visceral. At its best, it is elegant, provocative, dignified. In its physical, tangible beauty, it matches the experience of high-class cruise travel. It is a perfect, luxurious means of communication to the luxury traveler. (And, like the people who read them, magazines travel easily.)

Note some of the contents, as listed by the Holland America press release:
The premiere issue features “Writing the Book on Venice” with short vignettes by Erica Jong, Anne Rice, Francine Prose, Kenneth Turan and John Berendt on favorite books and movies, restaurants and experiences from Venice. Other highlights include features on Jamaica and Hawaii, the courageous cliff divers in Mazatlan and a freewheeling conversation between a veteran Alaska guidebook writer and a top wildlife photographer.

Erica Jong? In a cruise loyalty-program magazine? Why not? After all, her most famous novel was titled Fear of Flying.

Bill Brohaugh
As managing editor, Bill Brohaugh is responsible for the day-to-day management and editorial for the COLLOQUY magazine and colloquy.com, the most comprehensive loyalty marketing web site in the world. In addition to writing many of the feature articles, Bill develops the editorial calendar, hires and manages outside writers and researchers and oversees print and online production. He also contributes to COLLOQUY's weekly email Market Alert and the COLLOQUYTalk series of white papers.

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