If I wasn't in advertising I'd be in the magazine business. There is something great about a single bound package of information, all tied together with a specific theme and design, well thought out, well written and edited for me the reader. And, they update it every month - just enough time to read,enjoy, revisit and digest the contents. (Maxim excluded, no need to digest.)
I was really excited recently to discover a great new magazine called Seed. With the tagline Science is Culture. It is like Wired for the scientifically curious. Seed is a very timely release if you ask me as we seem to be on the verge of an age of scientific awareness. Global warming appears to becoming a reality not a myth, sustainability is on people's consciousness and with organic food going mainstream we're aware of how our food is produced.
It will be great if we rekindle our childhood interest in science, and even exploration. Seed is great because they make science accessible to the lay person (me) and relevant to our daily lives by giving it cultural context. The current issue has this great article on the role of the Colbert Report on elevating scientific awareness.
It will be interesting to see if this magazine takes off. It might be the perfect time for such a publication and another example of our curiosity.