11-05-2013
01:00 PM
3 Loves
How cool is this: Just as I was booking excursions for a Caribbean cruise my wife and I are going on in a couple of weeks, it started snowing. I got more excited about the snow (just a dusting) than the cruise. That shows you where I lie on the winter love-hate spectrum. But I like the contrast more than anything. Beaches and palm trees are that much better when you have birches and snow back home. I like posting pictures on Facebook with the biggest contrasts between places, in the shortest time. What would you call that sort of meme—a twofer? Have some twofers of your own? Post them on Spirit’s Facebook page, and we might just publish them.
Meanwhile, check out the November issue for our temp-controlled guide to my favorite season. We take you from sub-freezing (dogsledding in Vermont) to suntan (sunbathing in San Juan, Puerto Rico), with a whole slew of activities in between.
If temperate is more your temperature, you’ll find an obsessively detailed set of adventures in Memphis, land of barbecue, Elvis, history, and some amazing culture.
So what’s with the cover? Ah, this is the really good part. Alex Sheen has a cause, which is to keep his own promises and help others keep theirs. He wants to change the world, one promise at a time. It’s assistant editor Gabbi Chee’s first cover story and, like all my favorite features in Spirit, renews your faith in humanity.
And here are the Numbers. A single mushroom in Oregon covers 5.8 miles. Put that on your salad. More than half of us (55 percent) want to change careers. And 58 percent of kids say they’ll always want to read physical books. If they fly Southwest this month, they’ll enjoy the physical magazine.
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If I told you that Southwest takes you places, you might reply with something appropriate like, “Well, duh.” But what if I asked you to define “place” exactly. Is it something more than a name or map coordinates or an airport code? What (besides friends and family) makes you want to go there? And, once you go there, is there an exact spot you most want to visit? Or a time?
That’s the theme of this month’s cover story in Southwest’s magazine, Spirit. It’s about place, and what makes a place a place. In other words, what turns a place into a destination, and gives a destination a soul? We asked Southwest Customers to help us find the special spots. You think you know New Orleans? Well, have you been to the new bohemian neighborhood called Bywater? How about Third Ward in Milwaukee, a former wholesale district thrumming with music and with bars like the Milwaukee Ale House? How about Baltimore’s Remington, home to Charm City Cakes? Or Wynwood, Miami, where you see some of the wildest art in Florida? There’s plenty more where that came from, and plenty more to come. As long as America has hopeful people with the drive to carry out their hopes, there will be special places.
Meanwhile, here’s someone who needs no introduction: you. This issue contains an excerpt from a fun, useful book on public speaking, Some Nerve by Patty Chang Anker. It’s a sweet memoir as well as a self-help book. Feel free to clap at the end.
And now for the Numbers. Our taste buds regenerate ever two weeks, thank goodness. Florida boasts more than 700 springs (our favorite will always be Weeki Wachee, because of the mermaids). And an extremely brave 19 percent of bridegrooms chose their beloved’s wedding dress. And that number is growing. Talk about hopeful people!
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Yeah I’m prejudiced, but one of of the things I love about Southwest Airlines’ inflight magazine is how far we go and how deep we drill down. Take this month’s issue, about the humble cookie. We don’t just publish recipes (though we certainly do that), we publish recipes you will absolutely have to try. Which the editors did, of course. But they also covered the gamut from history (the Civil War helped create the modern American cookie!) to booze (cookie pairings!), all while celebrating the cookie’s simple beauty as the ideal treat.
And even that wasn’t enough. Executive Editor John McAlley—who, by the way, would probably be writing bestselling books if he weren’t so busy editing Spirit—sent himself to Hawaii to interview Famous Amos himself, Wally Amos. The story contains some sour along with the sweet; the man most identified with the chocolate chip cookie is living on Social Security, struggling to handle a messy personal life, and determined to remake himself. John wrote a brilliant profile with a classic moral. Sometimes what brings a person success can also bring him down.
But the issue itself has an equally profound moral: have a cookie.
And now for the Numbers: the Girl Scouts sold 215 million boxes of cookies last year. An electric eel can power 10 light bulbs. And the @ symbol is at least 477 years old.
Ponder that while you’re sniffing the milk.
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This month’s cover story in Spirit has to do with technology in education. Teachers across the land are experimenting with “upside down” classrooms, in which the kids watch the lecture stuff—videos—online, and then do the exercises during class hours. Teachers can spot the struggling students and intervene quickly.
For those like me who took their last math class decades ago, are lessons within the lessons. The experiments with teaching and tech offer some insights into how we non-students learn. Writer Jennifer Miller talked to scientists and learned the lessons. You’ll want to read our new online flipbook.
Lesson #1: The brain likes new stuff. Meaning, stimulation.
Lesson #2: Use it or lose it. The brain needs exercise.
Lesson #3: The brain gets high on participation. Active engagement releases dopamine, a chemical that makes us feel good.
Lesson #4: The brain needs feedback. That means immediate feedback. Those videogame designers aren’t stupid.
For the cover we wanted a Norman Rockwell look. We tried the kid in various positions, including politely seated at his desk with an iPad. Ultimately, the feet-up pose won. For obvious reasons.
Now for the Numbers. It cost Ray Bradbury $9.80 to write his classic sci-fi novel, Fahrenheit 451. That was for typewriter rental. The most expensive nail polish costs $250,000. It contains powdered black diamonds, which every spoiled-rotten nail needs. And our forebears were brewing beer 12,000 years ago—probably even before bread. Caveman party time. Excellent!
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Putting together a magazine means talking to talented professionals who have become your friends over the years. It’s like a party, usually without the hangover. Plus you get to do it every month. Plus, in the case of Southwest’s Spirit magazine, there’s travel. Yeah, we know we’re lucky. Take this issue, for instance. It started with a phone call from Bruce Anderson, a veteran journalist and travel editor of Sunset magazine. America had just named a brand-new national park in California, Pinnacles, which happened to be Bruce’s childhood stomping grounds. Bruce wanted to do more than just visit the place. He wanted to know what qualifies the place to be a national park—and what does that say about America? When you hang up after a conversation like that, you can’t wait to read the story. And the further collaboration of really smart people in Dallas made the story even richer. But Bruce had the most fun of everybody, exploring the wilderness of his childhood and scanning the skies for America’s biggest bird. Then Creative Director Kevin de Miranda sent photographer David Collier to the place. Kevin had a picture in hand that might make a great cover. It showed a rock climber scaling one of the weird formations that give Pinnacles its name. The photo was just short of perfect. So Kevin asked his photographer to reshoot it, this time using a woman. Done. The story seems appropriate for an issue with a big package called “Made in America,” which celebrates homegrown products from Steinway pianos to Tabasco sauce. Do we seem especially patriotic this month? Well, duh. For the Adventure, we head to the city that inspired our national anthem, Baltimore. And, as always, we do the numbers: Americans blow an average of 9 unused vacation days apiece. Scallops have as many as 100 eyes. And an Army-issued barbecue sandwich lasts two years. See the full July issue online.
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Thank you so much for sharing, Laurina. We'll be following along Taylor's journey, and I greatly enjoyed reading her story.
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01-03-2013
02:59 PM
298 Loves
I don’t know that I’ve ever seen magazine editors have more fun than they did in making this issue--which, in a travel magazine for Southwest Airlines, is saying a lot. The main topic was “Learn New Tricks,” and some of the staff decided that they would take on the assignment themselves. That’s why you see Associate Editor Noah Bunn kicking a football on the cover. Noah’s many talents do not include football, I’m afraid. So he went to pigskin powerhouse SMU to learn how. You’ll have to read the story to see how he did.
Even more impressive, Assistant Art Director Stefanie Pepping, who’s about to have a baby, learned to sew. Hyper Senior Editor Alison Miller learned to meditate. And Assistant Editor Austin Morton--just about the fussiest eater over age two--downed raw oysters.
It’s funny to think of these young ‘uns learning new tricks. That’s normally reserved for old dogs, right? So what new tricks would you want to learn? Put them in the comments below.
Speaking of youngsters, you’ll want to read about the SparkTruck, a vehicle that looks like an ice cream truck and cruises across the country bringing science fun to kids. Any vehicle with a laser cutter has to be cool, and this truck--the brainchild of eight Stanford grad students--has that and more.
And now for the numbers: Facebook processes 2.7 billion “likes” a day. Using firmer pavement in roads would save $15.6 billion in fuel costs each year. And snack recipe this month is for bacon caramel corn. No, that’s not a number. But really, you have to try it.
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11-14-2012
10:49 PM
9 Loves
Any chance I can get a copy of those directions (from Mar 2010!) for folding a dollar bill into a squirrel? I just did this month's apatosaurus...
Thanks!
Lee (Rapid Rewards member)
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We at Southwest’s inflight magazine, Spirit, like to think our stories have at least as much heart as any other. This issue is no exception. It’s chock full of heart, starting with the cover story: “The Heart of Darkness.” We flew Megan Feldman, a Denver-based journalist, to Los Angeles to meet a pair of remarkable men. Seventeen years ago, Ples Felix’s only grandson murdered Azim Khamisa’s only son. The shooter remains in prison. The father and the grandfather now travel the country teaching forgiveness at school assemblies, and they work together on the Tariq Khamisa Foundation, named for the victim.
The men inspired Megan so much that she hopes to meet other forgiving people and write a book on forgiveness. “If to err is human and to forgive divine, how do we access that divine power?” Megan asks. I hope she learns the answer and writes the book.
So how would you illustrate a story like that? What would you put on the cover? Our art staff went straight to Adam Vorhes, a contributing photographer to Spirit and one of the most talented people I know. He hired a bird wrangler to shoot some doves—photographically, that is. Adam also brought in a model to live a single white dove from among a flock of dark ones. That picture opens the story. The cover itself? The white dove, wings outstretched.
We went in the opposite direction with another feature story, sending Peter Heller on a cruise. Pete is the last person I’d expect to take a cruise. Author of the bestselling novel The Dog Stars, he’s also written books on whaling, extreme kayaking, and surfing. Would cruising be too tame for this guy? Read “Man Vs. Mild” and find out!
And now for the Numbers: 24.4% of last year’s Black Friday shoppers lined up the night before. The nation’s top speed limit is 85 mph. And tomatoes have 6,760 more genes than humans. Will we humans ever ketchup?
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08-01-2012
08:00 AM
543 Loves
One of the many cool things about watching the Olympics is pretending to be an Olympian. Or am I the only grownup who actually does that? I love going outside and tearing around after watching runners break the tape. Or I’ll watch tennis and throw a tennis ball onto the roof and try to catch it, pretending I’m Roger Federer (without the racket or movie-star looks).
In this issue of Southwest’s inflight magazine, Spirit, we offer both a chance to see sport in a new way, and tips on how to participate personally. Our cover model, Oksana Masters, is one of the most awesome people you’ll ever meet. Her story—abusive orphanage, loving foster mother, indomitable courage—will get you totally jazzed about the Paralympics.
And if you want to create your own triumphant story, check out our package on fun runs, shepherded by Assistant Editor Austin Morton. We have some great pictures of participants in the Color Run, a Dallas event that sprays runners with colors so they finish looking tie-dyed. Plus, my pal John “the Penguin” Bingham tells how to turn your weekend 5K all the way into a marathon.
We stay on the good-for-you theme with our Business Idea. Associate Editor Noah Bunn and I were kicking around an idea I’ve had for a few years. What if you could cut insurance costs by helping people get fit, overcome bad habits, and eat right? And what if you incentivized people by paying them to succeed? A win-win-win. And it turns out we weren’t the only ones to think of it.
Our adventure this month takes place in Tampa, one of my favorite cities. The cocktail is Oaxaca punch, which turns tequila into a cool nectar.
And now for the Numbers: Recruiters spend 6 seconds reviewing your resume. The most expensive parking spot in New York costs a million bucks. And almost 69% of the world’s freshwater is frozen. Um, for now, at least. Hot enough for you this summer?
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07-03-2012
03:04 PM
454 Loves
Sure, we’re Southwest’s inflight magazine. But we don’t think of ourselves so much as a travel magazine--more of a general interest magazine read by people strapped into their seats. And our readers seem to see us the same way. Our story in February about Rob Summers, the first paraplegic to stand on his own, continues to generate lots of letters. Last month’s cover story, “The Power of One,” showcased people who make a difference.
But deep down, of course, we’re a travel magazine. So this month’s cover is all about what we really love: inspiring places. You’ll discover the lake in Vermont (yes, Vermont) where French undersea explorer Jacques Cousteau learned to love the water; the towns that Stephen King used to set his scariest books; the commuter rail line that sparked the Erector Set; the restaurant where a Boy Scout named Stephen Spielberg became a filmmaker; the plantation that launched Alex Haley’s Roots; the real-live courthouse in Harper Lee’s To Kill a Mockingbird; the mountain where a college professor wrote “America the Beautiful,” and the Harlem jazz clubs where Langston Hughes became one of our great poets. These places don’t just give us insights into the great American story. They show you where inspiration comes from. It’s not always out of the blue.
Also in this issue: the oysters of Chesapeake Bay, where some dedicated scientists and fishermen are working on a comeback for the struggling bivalves. This month’s adventure is in Kansas City. This month’s cocktail contains now-legal absinthe. And, as usual, the Numbers: nearly 33 million Americans live alone, a female flea consumes 15 times her weight in blood each day (yuck), and we’ll eat enough ballpark franks this year that--if you laid them end to end--would round the bases 28,489. Or allow a whole slew of us to consume 15 times our weight.
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06-05-2012
10:30 AM
385 Loves
We at Southwest’s Spirit Magazine love to do stories about people who do things for others. Those stories help us live up to our name, after all. But to be honest with you, the true do-gooders of this world sometimes make me feel guilty. Yeah, I’m a good citizen and all that but I haven’t healed the sick in Calcutta or restored ocean habitat off New Jersey. Do you ever feel like that? As if you should be inspired by those stories but end up feeling a little down?
That’s why I love this month’s cover. It looks like a story about some rockers you can still hear on FM radio. But it’s really about a very cool guy named Michael Matthew Ferrell who has dedicated his life to a group of seniors. Everybody who sees that cover asks, “What group is that?” They’re a group called Alive & Kickin’, based in Minneapolis, and according to senior editor Alison Miller, they’re a hoot.
Alison and the rest of the Spiritistas covered some other equally fun do-gooders this month, including the founder of one of the largest urban farms in America, a woman who keeps African-American voices alive, a baker run for woman immigrants, a ten-year-old scientist named Cassandra who turned cooking oil into home heat…and Pearl Fryar. Pearl has brightened up one of South Carolina’s poorest counties with topiary that attracts people from miles around.
None of them makes me feel guilty. They make me want to do fun stuff like that. That’s not do-gooding. It’s do greating.
Our ever-popular Numbers department includes the following numerological nuggets: Each of us is weighed down by a ton of pressure. A tarantula has 18 more grams of protein than a strip steak (yum!). And 24% of people bring their phone to the bathroom on every trip.
Um, what do the rest of them do?
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There's an old expression, "If everything goes right, it's not an adventure." It's an expression you won't hear Southwest people say. Their job is to make as much go right as possible.
So when I heard that the TLC Network was debuting a reality show on May 24, I was skeptical. I mean, think about it. How much drama can there be in flights getting in on time, baggage arriving where it's supposed to be, and cheerful Employees boarding planes smoothly?
So our executive editor, John McAlley, flew to Chicago to see how the film crew worked its magic. A blizzard blew in while John was there. Perfect! But the problem was...very few problems. Not a lot went wrong. So John made a second trip to flesh out his reporting. And we ran the story in the form of a multi-page cartoon. We did our own drama through the art, with the film crew dashing through the airport like superheroes after they've gotten a tip about a dog loose on a flight from Detroit. Reality at its best.
This issue includes another form of reality entertainment: TED talks. Have you gone online to see these great short presentations? They cover the gamut from science and technology to social trends. Writer David Hochman went to the big annual TED event in California and wrote an unabashed love story.
We also have a great piece on Habitat for Humanity and how it helped our writer with some personal skills. And Travel Editor Amanda Gleason goes on a series of adventures in Detroit.
Now for the Numbers: Children smile about 400 times a day. Every American eats 20 pounds of onions a year. More than eight of ten HR managers judge you by the state of your desk. Good thing none of them have seen mine.
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04-02-2012
09:12 AM
324 Loves
Southwest moves you to where you want to go. We at Southwest’s inflight magazine try to move you in other ways. Sometimes to tears. And usually on purpose. What else would you want from a magazine called Spirit?
Well, this time we want to move people literally. As in, get you moving. Here’s how it started:
Some months ago, I got an email from a fellow Spiritista (that’s what I call my magazine teammates), reporting that Keen Footwear was trying to “bring back recess” for adults. They were starting an ad campaign, and my pal Hilary wondered whether we could offer some sort of editorial mention in return for advertising.
Usually I say no, but this time I got excited. I’m a passionate believer in playtime. And, after years of being made fun of for my tendency to throw stuff and bounce around the office, research backs me up. Periods of pointless, stupid fun are proving to be beneficial to the health of both body and brain, for adults as well as for kids.
I told Hilary, “We’ll do big stuff for them! In return, though, our readers should get Keen’s active participation. And free shoes!!” So Hilary and I, along with Kevin, our Creative Director, flew to Portland, Oregon, to meet the Keen people. The CEO and “Chief Recess Officer” of that company, James Curleigh, is a wild man who made me look unplayful in comparison. James insists that his co-workers play with toys. Several times a day.
The result of our collaboration is this month’s issue on “the art and science of play,” plus a regular play column every month. We recruited an expert panel, all under the age of 12, from around the nation. And, yes, we’re giving away Keen shoes.
Sure, Keen is trying to sell a product. But they’re also selling an important cause: bringing play to the workplace. (Check out their recess toolkit!) Play is one of Southwest’s not so hidden secrets. I think it should be everybody’s.
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looking for the grilled oyster recipe from may 2011/ had oysters, carmelized onions, bacon and parm...help!
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02-28-2011
06:09 PM
7 Loves
OK, that was hasty writing. I meant that the 8 presidents who didn't attend college were the ones who didn't play football.
My bad.
Jay
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Because it’s the season to be jolly, we Spiritistas have made it a holiday tradition to feature cocktails in December. I mean, how could Spirit magazine not have spirits? This year we get you in the mood for the holidays with tiki drinks—you know, umbrella drinks like Zombies and Planter’s punch. According to our tippling correspondent, Sarah Murphy, tiki bars are in again. Three high-profile pubs in New York alone are serving tropical drinks now, and you can order from a menu of 200 rum varieties at San Francisco’s Smuggler’s Cove. So put on your very best Hawaiian shirt if you’re flying Southwest this December. Regular readers know that, along with the purely fun, we like to serve up a meaty non-fiction narrative about someone who isn’t famous but deserves your attention. This month we profile Carolyn Stern, a physician who happens to be deaf. Some months ago, Nat Reade told me that he had been looking into deaf doctors. He speculated aloud that there might be a story in it. “I wonder if one of them can teach us something about listening,” I replied, not having a clue what I was talking about. It turns out that Dr. Stern has a lot to teach the rest of us about listening. Also in this issue: a personalized adventure in Nashville (make your own record for 15 bucks!); Life Apps on cold remedies; football watching; charities; our famous dollar-bill origami; and, of course the Numbers: 70 percent of people don’t mean it when they apologize. Everything in “The Twelve Days of Christmas” would cost you $87,403. And a soccer player runs six miles in an average game. The thought of it makes me want an umbrella drink.
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This story made me cry, I tried to find a copy of it and have been unlucky, would you be able to help me get a copy? It would be most appreciated!
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08-04-2010
02:04 PM
14 Loves
Jay,
You've left us... watering at the mouth!
How DID he do to get that composite picture?
:o))
Raphael
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09-06-2010
12:19 PM
10 Loves
Hi Joshua-
I will see what I can track down for you! :)
- Laurel
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I would like to pull up the text of this story but am unable to do so. Does anyone have any suggestions? I've tried the url track back link. The Author, etc. etc. If anyone has a copy of the story could they please send it to me. What a beautiful story. I want to share it with so many people
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04-29-2010
03:11 PM
244 Loves
Here at Southwest Airlines Spirit magazine, we sometimes get asked why we don’t put more big-shot types on the cover. We do put celebrities on the cover, occasionally; the first issue I worked on had the great Tony Bennett. But just as Southwest is different from other airlines, Spirit is different from other magazines. Our motto is Simple, Useful, and Fun. Any celeb who wants to get in front of our 3 million monthly readers has to fit that motto; and while a lot of famous people are way fun to watch (especially when they’re not trying to be fun!), how many Hollywood types are simple or all that useful? That’s why I love the cover of our latest issue. It shows Mike Rowe, host of the show Dirty Jobs, covered with honey and bees and sitting next to a bear. Now, there’s a man who earns his propers. He’s a perfect fit for us—not into fake prestige, a hard-working guy who loves his work. Now that the economy is showing signs of life, and employers start talking about hiring again, we decided to dedicate much of the May issue to work. We don’t tell you how to get ahead, exactly. (For some reason, I haven’t yet managed to make my first billion myself.) Instead, we explore how the happiest people find their “calling”—their real purpose in life. Don’t miss Chris Schulz’s amazing story about how she followed a voice in her head that turned out to be a real person and that led to a rock band, a tiny town in Mississippi, and the love of her life. And now for the Numbers: Americans drink 400 million cups of coffee per day. Babies don’t tear up till they’re 3 months old. The most ever paid for a lock of Elvis’s hair: $11,500. And Vanna White claps 720 times per episode of the Wheel of Fortune. Talk about your hardworking celebrity!
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04-07-2010
05:59 PM
17 Loves
So sad Brad left Spirit Mag.
But, so...you're hiring?
Where can I send my resume? (Totally serious...)
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03-10-2010
04:05 PM
112 Loves
Spirit, Southwest’s inflight magazine, is doing a big feature on dogs in early summer. Send us your very best dog photo—adorable or hilarious, portrait or candid, contemplative or mid-air, with or without the owner—and we’ll publish the best. Unleash your creativity, then go to www.spiritmag.com and follow the directions.
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01-05-2010
01:33 PM
150 Loves
Magazine covers can be like Rorschach blots. Take the January issue of Southwest’s Spirit magazine. Some people found our photo of figure skater Johnny Weir to be totally cool. Some thought it looked as if he was just about to cut his nose off with an ice skate. Talk about edgy. We spoke with Weir about his big attempt at an Olympic comeback. People were touting him for a gold in the last Olympics, and he ended up in fifth. Last year he even quit skating for a couple of months. And who talked him back onto the ice? His mom, of course. Can’t wait to see how he does in the U.S. championships this month. I’m also excited about a new monthly feature in the Fun section called Folding Money. It’s an origami project that uses paper currency. The idea is to break out of the magazine’s two dimensions and get people folding pyramids and other stuff with their pocket money. Which will get more people pulling their magazines out of seat pockets to see what the fuss is all about. Which in turn will get them so excited, they’ll send their creations to me at Pace Communications. I’ll take any currency. Another highlight this month is a big package on “destination food”: eateries so good they’re worth traveling to—or, in the case of the trendy gourmet food trucks, travels to you. We editors drove the art staff crazy, trying to get them to cram as much info as possible into the package—kind of like the way some of us eat—while urging them to leave space for lavish photography. Writer Sarah Murphy went from the sublime (the homemade hot dogs at The Butcher Shop in Boston) to the, um, airy (Me N Yu in Washington, DC, where the chef’s tasting table is in a giant bird cage suspended over the main dining room). To lose the weight you gain at these places (not to mention the pounds we all acquired over the holidays) while improving your health, our Life Apps section includes an “Activator” with useful, research-based advice. For instance: Keep a food journal (it can double the amount of weight you lose). Get a buddy to go to the gym with you (it increases feel-good endorphins). And see a doctor before you try to quit smoking (it improves your chance of success by 70 percent). Now, excuse me. I have some fruitcake to work off.
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Hey,
Thanks for sharing the link - but unfortunately it seems to be not working? Does anybody here at www.blogsouthwest.com have a mirror or another source?
Cheers,
Daniel
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Dear Anonymous,
We'd be happy to send you a pdf of Heller's story. Just e-mail your request to letters@spiritmag.com, and we'll fire one off to you.
Cheers,
The Spirit Team
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Hi Jay, just flew SWA yesterday from SJC to MDW and the October issue was great. I'd love to share your column with a few people, is it available online? Thanks!
Sara
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Since I could not find a newer blog entry, I thought I would tell you here. Your July article was rather interesting, especially that part about getting college students to call alumni as part of a targeted marketing campaign. I thought you might like to know that your fellow communicators eventually wised up, and the college on the hill now has such a program. The students who work there have quite a few stories about angry alums who to this day complain about females ruining the school, but overall the program has become both a publicity and a fundraising success . Kudos to you.
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I can't tell you how excited I was to see my favorite culinary nerd on the cover! I admit to stealing a copy before they were ever placed onboard the planes the night of the monthly switch.
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