Today Martha Stewart's fashion/lifestyle glossy for the Grey's Anatomy generation, Blueprint followed Jane, House & Garden and Vibe Vixen into magazine heaven. Wherefore the untimely death? What can we learn from its tasteful, cheerily minimalist time on this earth's newsstands? Right now Blueprint is probably wishing it had never been born, which is why it's the job of Moe and Guardian Editorial Angel Maria to peruse the November/December issue to remind the world what Blueprint achieved in its short eighteen-odd months in publication.

New York dubbed Blueprint the "quirkiest" of its class, but Maria wasn't feeling the quirky. ("Sugar cookies for the holidays? How INVENTIVE!") Design-wise, the magazine seems too obsessed with order and clean lines to be really, you know, DIY as the kidz say. (Notes Maria: "Their 'DIY' section involves tying satin bows around your coat.") And yet the fatal flaw was probably trying to compete with multiple existing magazines — Domino, Lucky, House & Garden — without a clear identity of its own, or really any sense that the clear identities of the magazines it was ripping off were financially viable. I mean, Lucky is a proven commodity. But Domino is still in "launch mode," and H&G is no longer with us.


Here's a page from a decorating package. Fun title, no? Glass ceilings weren't meant to be broken this holiday season! At least not when they are decorated with pretty pink chandeliers tied with satiny bows and topped with "cafe au lait" candles! Luckily (since you are never going to make as much money as your male peers!) this chandelier is modestly priced at $15 and the crystal ornaments are $3-$5 each!

The same can't be said for these coats. That little fuchsia number is $1,135 and the sleeves don't even come down all the way! (SOLUTION: Long gloves.) Anyway, pages like these, of which there are a LOT, are sort of where Blueprint gets confusing. It looks like Lucky! But are people who read Lucky also interested in recipes for sausage fennel stuffing (p. 130-131) and chandeliers, and also pink Christmas trees like the one below that we saw at Urban Outfitters? Well yes, we have met people with the time/money/anal-retentive need to excel in all fields to be interested in all those things, but those people are entirely too annoying to get their lipstick advice and their decorating advice and their lipstick-application advice from the same place.

The subtitle of this picture is "Have a Black-and-White Ball". Maybe more like white-and-your-one-black-friend ball! But here again, fashion. And it ain't cheap! In fact, there is so much more where that came from. Five more pages of this spread! A whole nother page on boots! With the surprising number of fashion items, you'd think they might have snagged a clothing-related ad or two in the issue. But um...does a Hanes ad (featuring Jennifer Love Hewitt! At least that's zeitgeisty, right?) count? Because that's all we found.

Anyway, we're sad to see you go, but Merry Christmas anyway. Why not buy a Pepto-pink Christmas tree and use it to remind yourself of all those times you broke the rules and did something totally wild and unexpected. Sure, it failed and you ended up spending the season alone eating Ciao Bella and watching old SATC DVDs, but it's perfect for that too.

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Martha Stewart 'Blueprint' Folds, Very Few Mind Particularly [Gawker]