How to: Read a Magazine

Texas Architect Magazine

I wasn’t expecting it. Although it happens about every 2 months or so, I’m always surprised when it arrives. Elated. Joyful. Giddy. It’s like Christmas and I’m a 6 year old boy dying to rip into my presents. The new edition of Texas Architect has arrived.

I usually dread checking the mail. It’s definately something that I (or my wife) do only because it’s included in the obligations of being an adult. I’m not sure exactly when I started to hate it so much. Probably about the the time I went to college. That’s about the time when all kids start to learn the words “credit cards”. Followed shortly thereafter by the words, “late fees”. So I figure it was about that time when ‘getting mail’ stopped being fun. But at about that same time, the path to a little bit of happiness knocked on my my door.

Let’s call her “Inga, from Sweden”, she knocked on my door wearing (barely) cut off jeans and about 1/8thof a tank top. Must have been about age 24 with a 36 – 24 – 35 body, long blond hair – and absolutely aware of her influence in the world.  She advised me that she was a model, bla bla bla, selling subscriptions, bla bla bla, trip to… bla bla bla. That’s really all I remember her saying. And to be honest, I made up the name Inga because even though she told me her name, all I remember is her chest, legs & ass – oh, and then waking up on the floor with a purchase order in my hand with my signature on it.  “A hundred and fifty dollars? For EIGHT magazine subscriptions? WTF  just happened ! ?”

Well, a couple of months later the “Sucker” stamp wore off and I started getting my magazine subscriptions. While the selections of magazines that I chose seemed rather odd and to this day remains a mystery, I soon discovered that getting that little package in the mail was a great way to unwind from a stressful day at work or school. Just seeing it there, in the mailbox instantly brings a sense of fulfillment. “ooh, its my new magazine! I can’t wait to see what’s in there?” For a moment, you don’t even notice the bills and all the junk mail. It all gets yanked out of the box and the magazine slapped right on top. Soaking in the headlines & images as I walk back to the apartment I barely even notice traffic.

So when your a student that goes to school full time, works full time to pay for it, and parties full time to survive it – you don’t have a lot of time to read Eight Magazine Subscriptions. You need a system. So I developed a Six-Stage system for reading magazines which I still use to this day. I humbly share this system with you so that you too – can bask in the joy of reading magazines.

Stage One – Bask in the joy of getting your latest magazine. For the last 27 days you have received nothing but bills and piles of junk mail or worthless coupons. Finally, someone cared enough to send you this little gift. Someone knows how special you are. It’s very Sweet.

Stage Two - This stage can be done immediately upon receipt or may be completed later that day. Rarely does this stage come later than 48 hours after receipt of the goods. Begin, by studying the cover. Absorb the headlines if any. Evaluate the photography or illustrations. What does this elude to on the inside? Prioritize the articles in your mind, when the time comes, you will read them in order of importance. Flip immediately to the index. Study the index/departments and summations. Re-evaluate the order of execution. Consider any time constraints that may be placed upon you at this time. In this stage you will FLIP the pages one by one – acknowledging briefly all major photos. And you must assure that there will be no distractions. If you fail to complete this stage - you will have to start again from the beginning.

You will complete this stage by turning to each page, observing the images and reading the captions & headlines. Consider how this makes you feel. What is the first impressions that come to mind with this influx of new data. My years of professional magazine reading experience have given me the skill to immediately seek out pertinent data which conveys the intent of the story without actually reading it. But for people new to this craft, I would suggest that you save that task for Stage Three. Complete Stage 2 steadily and quickly – front to back. There is no ‘skipping’ at this stage. You must have a complete grasp of all the primary content within a short time frame. Once complete – put the magazine down and walk away. Don’t pick up the magazine again for at least 24 hours. It’s too soon for your mind to grapple with specifics.

Stage Three – This stage is for article comprehension. You already know the broad scope of the magazine and now it’s time to direct your attention to specific articles that are of primary importance – to you. These may or may not be the primary cover story of the magazine. Your personal situation will dictate which article must be consumed first. Refresh your memory by scanning the index and then jump straight to that page. Expect the page to be difficult to find. The publisher is clever and will slip in unnumbered advertisement pages where you expect the article to be. Hold your course – and navigate to the article. Forget your speed reading course at this level. Consume the content in a glorious steady pace. Bask in it and enjoy it. Maybe the author is a dumb-ass, maybe they are a genius. Evaluate honestly and without pregious. Don’t consume more than 2 or 3 articles in one sitting. Remember, you have at least 28 days until the next issue. Take your time but don’t ration it either.

Stage Four – You have completed Stage Three when all primary content (which is most important to you) has been read. At Stage Four – you will seek out the miscellaneous articles or sub-articles not worthy of your primary attention. Speed reading is encouraged. The only real point here is to see if you missed some valuable information. If something catches your eye – slow down, back up and pick it up. When researching for facts, figures and sources this is where the work is done. Find it fast, then slow down to comprehend it.

Stage Five – You have effectively gobbled up all useful content, almost. Now is the time to review the advertisements. Now wait, I know what your thinking. “Why on earth would I want to do that?”.  There is useful content in those advertisements.  Lately, for me that information comes by way of Product Manufacturers and Consultants or Colleagues who are advertising on those pages, and I should be aware of them. These people will have influences, products or services in my industry that I need. I need to know who they are. Generally speaking, a person selects a particular magazine for a reason (unless you got sideswiped like I did the first time) which means that they probably would need or use the products or services that are advertised.

Stage Six – The final stage is the re-read of any article or content done at a later date. This can be a final look just before the next issue is released or it might be to review facts based upon a later story which references the material. It might be by a quick ‘thumbing’ done years later for those that horde their magazines. Sort of a walk down memory lane, “ah, I remember when this article first came out. I was just a lad …” the images are still fresh in my mind. If one so chooses, stage six can live on forever on ever expanding periodical shelves. They can even be passed on from generation to generation.

 The latest edition of Texas Architect now sits on my desk. Eye-balling me every once in a while. It’s like he knows that his days are numbered. Soon, the next edition will take his place and he will evolve into a stage six dust collector. The elation will be gone. He will represent only a glimpse of facts and numbers to be verified on fewer and fewer days. The words, images and philosophical discussions which trumpeted so loudly from the pages, passes silently into the abyss. of the past.

“Hey look, here’s the new edition of Architectural Record. Woo Hoo!”

 

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Posted by Michael E. on May 29 2009. Filed under News Briefs. You can follow any responses to this entry through the RSS 2.0. You can leave a response or trackback to this entry