New Magazine Review: Blueprint
You know how Martha Stewart Living makes you feel like a total slacker for not knowing where to put the shellfish fork when you're laying a place setting for a formal dinner? Well, Blueprint, a new magazine from Mrs. Stewart's publishing empire, assumes you don't know about shellfish forks, egg cups, and the like, and cuts you a nice, big length of slack while educating you about what they're for and how to use them, if you want. Where MSL believes its readership all own summer homes in the Hamptons and wear nothing but Lilly Pulitzer in the summer and Brooks Brothers in the winter, Blueprint figures its reader is either a new homeowner of a single dwelling (or even -- gasp! -- a renter), and that we wear a mix of what's on sale at H&M and Old Navy, with a smattering of chic vintage pieces from our grandparents' closet and the local thrift shop.
Don't get me wrong: Blueprint is still an aspirational lifestyle magazine, packed with swanky-lite accoutrements, accessories, and knick-knacks, but unlike the grande dame of Martha Stewart Omnimedia's print line, Blueprint is loose and even funny as it helps you, the readers, "design your life." Articles about designing a living room with all machine-washable furnishings; realistic approaches to etiquette; suggestions on how to hire a floor refinisher and create an desk-drawer stain remover kit; layouts featuring fashionable dresses suitable for office or play -- all of these sit comfortably alongside classic Martha features like how to select personal stationery; how to throw a chic dinner party for eight; and Good Things-esque ideas like individualized door numbers and creating modern updates of charm bracelets.
Fresh, funny, stylish, and perfectly aimed at the young woman (men might read this magazine, but I think most of them will be reading their girlfriend's copy) just striking out on her own, watch for this one to be paired up with Domino and Lucky in the handbags of your twenty-, thirty-, and even fortysomething patrons.