Best of PID—Kurt Andersen (Author & Editor: Spy Magazine, New York, Studio360, more)

Magazeum

THE GREATEST STARTUP IN THE HISTORY OF MAGAZINE STARTUPS

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We’ve always had a thing for magazine launches. They’re filled with drama and melodrama, people behaving with passion and conviction, and people ... misbehaving. Anything to get that first issue onto the stands and into the hands of readers.

Some new ventures seem to sneak in the back door. Who saw Wired or Fast Company coming?

Others are to the manner born, and from the most elite print parents. But, even with that pedigree they never gain traction, never display the scrappiness and experimentation that we’ve come to expect from anything new. (You know who you are).

But then, one day, along comes The Greatest Startup in the History of Magazine Startups. A magazine that dares to mercilessly, and humorously, vilify high society. The one that big time journalists pretend to ignore but were first to the newsstand each month to grab their copy. The one that created packaging conceits: Separated at Birth, Private Lives of Public Enemies, Blurb-o-mat, and Naked City. Plus, the adorable nicknames — “Short-fingered vulgarian” — that persist to this day.

That’s right, we’re talking about Spy.

And in this episode we’ll meet Kurt Andersen who, along with Graydon Carter and Tom Philips, founded what became an instantaneous cultural phenomenon: SPY magazine. The axis of the publishing world tilted when it hit the stands.

“Spy was the most influential magazine of the 1980s,” the author Dave Eggers wrote. “It definitely changed the whole tone of magazine journalism. It was cruel, brilliant, beautifully-written and perfectly-designed — and feared by all.”

There had never been anything like Spy before.

Nothing since has come close.

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