Thursday, April 29 2004

Not livin’ the lifestyle

Food magazines are usually about food. Gun magazines are usually about guns. Computer magazines are usually about computers. Some of them creep over into “lifestyle” territory, but not as far as many car or motorcycle magazines. Mags like Cigar Aficionado are clearly about the lifestyle its readers would like to be living, making only a token effort to actually discuss cigars.

What brought this on? Yesterday, my mailbox included a stiff brown envelope containing the latest issue of Lexus, a free magazine sent to Lexus owners. The contents are equal parts lifestyle and advertorial: organic oysters in Scotland, what to do in the Maldives, concept Lexi, titanium bicycles, overpriced gadget “reviews”, wine-making classes, etc.

But the best part was a non-ad for one of the cooler features in new Lexi: the backup camera. Since they already had a color LCD display in most of the new models for the GPS navigation system, they went ahead and added a small digicam just above the rear license plate, to transmit video to the dash when the car’s in reverse. Very handy for getting in and out of parking spaces.

But how do they lead into the “story”?

Anyone who’s ever backed up over a hand-made Italian racing bike left casually in a driveway knows that awful crunchy sound, and equally awful feeling.

Just in case the table of contents had left me with any doubts, this confirms that I am not in their target demographic. I’m not sure which aspect of their opinion of their readers is worse: that they’re prone to conspicuous consumption, or that they’re stupid enough to leave a “hand-made Italian racing bike” behind a parked car.