THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Friday, December 16, 1994 TAG: 9412160059
SECTION: DAILY BREAK PAGE: E1 EDITION: FINAL
SOURCE: BY VALERIE CARINO, CAMPUS CORRESPONDENT
LENGTH: Medium: 79 lines
THANKS TO THE son of a famous fashion designer, Xers aren't just slackers anymore.
In Swing, a new magazine founded and published by 22-year-old David Lauren, (Can you guess who his father is?), you won't find a trace of the cynical 20-somethings branded Generation X. Swing rejects that label and wants to show these young people in a positive light. It's one of the latest in a string of magazines aimed at this group, and is broader than many others.
``It's going to a group of people who want to be spoken to intelligently,'' Lauren said in Adweek magazine. ``We're not going after slackers.''
With the help of fellow students, Lauren started Swing while he was a political science major at Duke University. The collegiate Swing focused on cultural and political trends of a new generation. Swing debuted on national newsstands in November.
Unlike most magazines targeted toward 18- to 29-year-olds, Swing dares to sell itself as an ideological magazine. Lauren, who graduated from Duke in 1993, calls it, ``an intelligent magazine in a hip sense.''
And Swing takes its audience seriously. The name ``Swing'' means that this age group holds the influential swing vote in many elections. The magazine addresses issues directly related to 20-somethings. For example, in the December issue, there's an article on how to find the best apartment to fit your budget. Also covered are the pitfalls of internships including how some interns are overworked and underpaid.
``Slackers, they're not,'' is Swing's anthem for the next generation of businessmen, artists and dreamers. In fact, Swing makes a point to show that young adults are succeeding. In the December issue, the magazine features several professionals, from a 25-year-old White House staff member to a 29-year-old Nike sneaker designer.
However, all the 20-something success stories in the December issue focus on young, white professionals. Since statistics show the Xer generation to be the most diverse group demographically, the coverage doesn't reflect reality.
Some stories do transcend cultural boundaries, though. The fact that Swing aims to have a dual audience, both girls and guys, offers hope for unification.
In the ``Language Of Our Generation,'' an article in the December issue, Swing examines the phrases and words that 20-somethings grew up with. I don't think I've ever used the term ``nerdoid,'' which the article defines as an ``unappealing person or a bookworm,'' but I use ``like'' or ``you know'' at least 20 times a day.
And Swing avoids being trendy. Taking an admirable risk, Swing leaves sex to the rest of the media. Don't expect the overt sexuality of Swing's counterparts, like Details or Mademoiselle, whose fashion spreads and ads give new meaning to voyeurism.
For once, Swing puts ``serial monogamy'' in the spotlight, even though it clarifies early in the article, ``the very term conjures thoughts of criminality.''
But Swing's content is not all serious. A lot of it is entertaining. I especially enjoyed the little blurb on chocolate busts. A sculptress from London molds them from actual breasts. What an endearing Christmas present that would be.
Twenty-somethings should be pleased with this magazine, especially for its simplicity and straight talk. Swing gives Xers the credit they deserve. We are more than an advertising market to be won over. ILLUSTRATION: Photo
Valerie Carino is a sophomore at Old Dominion University.
Graphic
MORE INFO
Swing will be published 10 times each year. Subscriptions are $16,
but single copies are sold at local bookstores and newsstands.
by CNB