A while back, I briefly touched on the “Modern Farmer” situation. Briefly, “Modern Farmer” was a promising and National Magazine Award winning magazine:
From its start in an airy office above a Swedish cosmetics store in Hudson, N.Y., the magazine was both admired and skewered. Intended as a media and lifestyle brand for what Ms. Gardner, a former Manhattan magazine editor, liked to refer to as people who want a little more back story to their food, its initial Spring 2013 edition had a stylish rooster on the cover, an alarming feature on the problems of wild pigs and a column called Ask an Ag Minister.
I never actually read it – I’m not sure I ever saw a copy for sale, and it sounded a little pretentious – but I was interested in what was happening with the magazine, especially after the editor resigned.
Well, the other goat has fainted:
Modern Farmer, the 100,000-circulation quarterly and website that tried to link effete urban farmers’ market culture with the practicalities of actual farming, became a magazine without an editorial staff on Friday, when its remaining paid editors walked out its doors. The future of what remains of the Modern Farmer brand is uncertain.
By Friday, when the remaining two paid editorial staff members departed, the sales manager had already left after having told advertisers like Dodge and the Detroit watchmaker Shinola that they weren’t going to publish a spring issue. Reached at her home in Hudson, Ms. Gardner said she could not speak about the matter and feared legal action. She remained unsure about her next move in the media world.
I’d actually never heard of Shinola, the watchmaker. I guess this goes to show how effective advertising in “Modern Farmer” was.