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Inside Spirit’s February Issue

JayHeinrichs
Adventurer B
Feb_CoverOne of the hardest things to do in a magazine is what insiders call a “concept” cover.  It’s the “Seinfeld” of graphic art: pictures and text about nothing. Most magazines show models or celebrities. Those count as people covers, not concepts. Others mags, including ours, often show places. But what do you do if you have a terrific story about Legos? Well, duh. Show Legos. Except that our story—by former Spirit managing editor Melinda Mahaffey—isn’t so much about the toy as about the growing number of adults obsessing over Legos.  It’s quite a trend.  And a trend isn’t a thing, it’s a concept.  So the art staff came up with lots of ideas, showing Stormtrooper Legos, Legos in love with each other (it’s February after all), and even Stormtrooper Legos with Lego cats (don’t ask). Then one of us came up with the title, “It’s Hip to Be Square.” The solution was obvious: show a little square Lego and run that copy.  Concept cover done. Also in this issue: a moving story about veterans with PTSD, and the doctor who is revolutionizing the way these vets get treated.  This month’s Adventure takes place in Miami. Our drink of the month is the Coraje, invented by mixologist Jamie Boudreau in Seattle’s Canon restaurant.  The place boasts the “western hemisphere’s largest spirit collection,” so of course we love them. Now for the Numbers: the shortest Oscars ceremony took just 15 minutes.  That was back in 1929, and no comedian hosted it.  One out of ten women want to be proposed to with a serenade.  Presumably the rest will settle for a text message—at least if they’ve heard me sing.  And the first TV ad, sponsored by Bulova, cost $9 in 1941.  The price has gone up a bit since then: a 30-second spot in this year’s Super Bowl cost about $4 million, not counting production. We at Spirit will serenade your beloved for less than that. Let’s talk.