The front cover of ETHOS, vol. 1, no. 1 (1988)

ETHOS Vol. 1, No. 1 (1988)

While the words "New England Manner," in all caps, are featured along the top of the cover, based on the locations mentioned in table of contents and the ad on back cover for a high fashion boutique still in business in Boston, ETHOS magazine is clearly Boston focused. The phrase "the New England manner" can refer to several different cultural traits, in this case it is likely being used to reflect high class or wealth as most regional style and design magazines cater to the region's wealthier citizens or readers who want to envision themselves as such. It is a phrase that has been used to describe John F. Kennedy, and evokes the idea of educated, stylish, youthful, understated wealth. Of the three magazines featured here, ETHOS appears to have a more youthful, although still elite, focus with edgy section names like Oracle, Surveillance, and Palate. By including a reference to New England on the cover, it is possible the publishers of ETHOS magazine were promoting the idea of a larger audience for advertising purposes.

The magazine features an eclectic mix of articles on local art, architecture, fashion, music, and food. For example, the two restaurants reviewed are Warren Tavern, founded in 1780 and purportedly frequented by the likes of Paul Revere, Benjamin Franklin, and George Washington, and the Hard Rock Cafe. Although it is important to remember this magazine was published in the late 80s when the Hard Rock franchise was on the cusp of its heyday. The juxtaposition of these two establishments is intriguing and reflects all that can be learned from researching the magazines in this collection.

The front cover of SF, vol. 1, no. 1 (1989)

SF Vol. 1, No. 1 (1989)

SF magazine focuses San Francisco and nearby locales, such as Napa Valley, and features articles on local restaurants, interviews with local designers and artists, local high fashion boutiques, home and winery tours, and even advice on the best places to hire “help” as well as how to retain it, signaling the wealthier class of the magazine’s intended audience. 

The cover of this premiere, and possibly only issue of SF magazine, is somewhat macabre. The photograph features Anna & Thomas Lundstrom seated in their mansion, Villa Zapu. Thomas was an heir to the Wasa Swedish crisp bread, "Wasa Bread." Within a year of this cover photo and interview, the Lundstrom's had divorced, and Thomas had passed away inside the featured mansion. 

Clearly hoping to appeal to a wealthy consumer class, SF magazine does not appear to have been successful in sustaining an audience. However, the interviews and articles, like the reference on the cover to the article about the financial woes and future of Wilkes Bashford, an exclusive department store catering to local elites, provide insights into local society and history.

The front cover of Atlanta Style & Design, vol. 1, no. 1 (2004)

Atlanta Style & Design Vol. 1, No. 1 (2004)

The only magazine of the three featured here still in publication, although it now also has an online presence in addition to the quarterly printed magazine. This premiere issue was published by Quentin R. Senise, who remains at the helm and has a Letter from the Publisher in the current issue, Summer 2025.

While Atlanta Style & Design is more directly focused on architecture and interior design, the magazine also features sections like lifestyle, food and wine, and the arts. By specifying style and design in the title, the magazine cultivates a specific audience of elite Atlantans with an eye for good design and an interest in a stylish lifestyle. There is also no need to focus on any topics outside of the good design and style of Atlanta and its affluent residents.

By focusing on lighter topics, like interior design and entertainment, and by presenting the region in a positive and successful way, regional magazines encourage a sense of local pride in their readers. Atlanta Style & Design magazine helps its readers to feel good about their region and how they spend their money, which helps sell the ads that keep the magazine in publication.