Modern in Denver Takes a Chance on Print

Given the dire state of the current print-journalism industry, more publications are shutting down than opening up. But Modern in Denver, a new quarterly magazine focusing on modern art, architecture and design, is attempting to buck that trend by targeting a niche rather than the masses. As editor Alaina Gonzales puts it, "We're keeping the distribution small instead of trying to be everything to everyone."

That's not to say Modern in Denver -- the brainchild of founder/publisher and longtime Denver scenester William Logan -- is elitist at heart. "It's for the seasoned enthusiast as well as someone who's newly interested in modernism," Gonzales notes. In her view, "we felt there was so much happening here in the way of renovation and construction, architecture and artists, that we wanted to create a central place to celebrate these individuals in the community."

At the same time, however, Gonzales and Logan realize that there's a limited audience for such a project -- and with that in mind, they're taking the less-is-more approach. The inaugural August/September issue is on sale at retail outlets such as Mod Livin', Z Modern, Modern Decodence and Tattered Cover stores -- and Gonzales notes that "we'll also be delivering magazines to top architecture and design firms around town. We're targeting people in the community very specifically." In this way, they hope to grow at a reasonable pace rather than starting out with oversized ambitions that can't be supported over the long term, as in the case of the late, unlamented Shine.

How very modern of them. -- Michael Roberts

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