Chicago Magazine Archives - Longreads https://longreads.com/tag/chicago-magazine/ Longreads : The best longform stories on the web Thu, 11 Jan 2024 16:51:40 +0000 en-US hourly 1 https://longreads.com/wp-content/uploads/2017/01/longreads-logo-sm-rgb-150x150.png Chicago Magazine Archives - Longreads https://longreads.com/tag/chicago-magazine/ 32 32 211646052 The Top 5 Longreads of the Week https://longreads.com/2024/01/12/the-top-5-longreads-of-the-week-498/ Fri, 12 Jan 2024 10:00:00 +0000 https://longreads.com/?p=202436 Two hand-forged Japanese cooking knives on a rough wooden background.Recommending great reads from Zack Stanton, Bryce Upholt, Charlie Warzel, Emily Stoddard, and Laurence Gonzalez.]]> Two hand-forged Japanese cooking knives on a rough wooden background.

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In this week’s edition:

  • Interracial persecution in 1960s Michigan
  • The cruelty bred into the chickens we eat
  • How Photo Shuffle helped one man through loss
  • Navigating life not knowing you’re neurodivergent
  • The deep craft in forging a handmade knife

1. In 1967, a Black Man and a White Woman Bought a Home. American Politics Would Never Be the Same.

Zack Stanton | Politico Magazine | December 22, 2023 | 17,959 words

The starting point for this mammoth feature by Zack Stanton is a little-known incident from the summer of 1967: a white mob tried with all their might to drive Carado and Ruby Bailey, an interracial couple, from the suburban Michigan neighborhood where they’d recently bought a new home. Drawing on interviews, public records, and press accounts, Stanton describes the horrors the Baileys and their daughter endured, including a cross burning, racist graffiti, and harassment by vigilante PTA moms who sound a whole lot like the women trying to ban books and marginalize transgender youth in schools today. But that’s not the whole story, or even half of it. In cinematic detail, Stanton shows how the battle over the Baileys’ home reached all the way to Washington, DC, where it might have shaped federal policy for the better if not for profound conservative backlash that instead helped usher in Republicanism as we know it today. I gobbled up this thick slice of forgotten history and was moved by the turn at the end when Stanton lets his sources directly address Ruby, now 95, a widow, and still living in the home she refused to leave. One source “admires your principle in the face of imminent danger,” Stanton writes. Another “wants people to understand that America isn’t simply a story of bad things that have happened; it’s the story of people trying to make things better.” Then there is the neighbor who watched from her window in ’67 and did nothing—today, she is ashamed. “When I asked what she would say to you if given the chance,” Stanton tells Ruby, “she broke down in sobs, a half-century’s worth of pain tumbling out.” —SD

2. The Unending Quest To Build A Better Chicken

Boyce Upholt | Noema | December 19, 2023 | 3,954 words

Last week I roasted a chicken. I’ve eaten chicken probably three times since then. I’m careful about the chicken I buy and cook and eat, and as a one-time vegetarian I like to think that I do so mindfully, but even as I do I harbor a suspicion that something is irrevocably broken. That phrases like “free range” and “heritage breed” and “regenerative practices” add up to very little. Boyce Upholt’s Noema story did nothing to disabuse me of that suspicion, and I mean that as a compliment. The quest he refers to in the headline isn’t one that’s currently underway; it’s something that happened long ago. And while we certainly need “better” in the way we raise and slaughter animals for consumption—sorry, fellow meat-eaters, but there’s no use for euphemisms here—”better” here is meant in an industrial sense. It means bigger. Much bigger. So much bigger that decades of exhaustive and meticulous cross-breeding have led to a domesticated chicken that is virtually unable to live on its own. PETA videos exposing factory-farming practices are all well and good, but as Upholt writes, the true atrocity lies well upstream: “The cruelty, in other words, is inscribed at the genetic level.” He’s not trying to guilt you about eating meat; he does so himself. (Besides, as he lays out ably, there’s not really a viable solution to the current situation.) Rather, by tracing the arc of the chicken from its initial domestication to its current fate, and by doing so with an engagingly nonjudgmental writing voice, he’s just making sure you know exactly what’s happened. Winner, winner, thought-provoking dinner. —PR

3. A Second Life for My Beloved Dog

Charlie Warzel | The Atlantic | January 5, 2024 | 1,500 words

I am the sort of person who, when watching a disaster film, will anxiously ask: “But, is their dog alright?” So—normally—I avoid any story where the dog might not, in fact, be OK. However, I conquered my fear to tackle Charlie Warzel’s essay about the death of his dog, Peggy (also the name of my dog, for extra potential trauma), and was rewarded with a beautiful, heartwarming piece. As any pet owner knows, the arrival of an animal means clogging your phone with endless photos: The pet sleeping. The pet playing. More sleeping. Charlie Warzel’s iPhone camera roll was no exception, and two-thirds of the way through 2015, it became “infused with a new vitality.” Peggy had arrived. When the time then comes for her to leave, Warzel descriptions of his grief are powerful. To remember Peggy, he tries Photo Shuffle on his phone, a feature that automatically changes the wallpaper to different photos from the camera roll. Setting a parameter to “Pets,” Peggy became his wallpaper star. Photo Shuffle is undiscerning—it may choose an Instagram-worthy shot but is just as likely to pull from the reams of outtakes, offering “chaotic, blurred streaks of fur and tongues.” The dynamic shots. The real ones. As Warzel explains, “Grief is not linear, and neither is Photo Shuffle.” Every day he remembers a different trip with Peggy, or just an “ordinary Wednesday.” In this way, his phone, instead of a constant distraction, becomes a source of reflection and a teacher in grieving. Reading this lovely little essay, I realized that sometimes the dog dies—and that is OK. —CW

4. Flight Risk

Emily Stoddard | The Kenyon Review | January 8, 2024 | 5,463 words

As a child, Emily Stoddard was called gifted, the “most invisible curse you can a put on a child who already feels she does not belong.” For The Kenyon Review, Stoddard reflects on what it was like to navigate life before an ADHD diagnosis in her mid-30s, and how challenging it can be to have conversations, to work, to walk down the street in her shoes. In some of my favorite parts of this piece, her artful and intentional prose mimics the constant chatter of a feverish mind; she also uses third-person perspective to detach from her own self, stepping outside of her body in times when she’s felt it’s all been too much. This is a deeply personal piece about being (and not knowing) you’re neurodivergent—the need to always mask, the feeling that it’s all in your head, the “at-times maddening, at-times inspired” way your interior motor never stops. —CLR

5. A Knife Forged in Fire

Laurence Gonzales | Chicago Magazine | January 9, 2024 | 6,814 words

“What makes a good knife?” In trying to answer what appears to be a simple question, former chef Sam Goldbroch was “swallowed up into the mysteries of metal and fire and force” in becoming a bladesmith in Skokie, Illinois. In this gorgeous profile for Chicago Magazine, writer Laurence Gonzales commissions a knife from Goldbroch and invites us to shadow the master at work. Gonzales does what few writers can; he uses keen observation to recast an industrial space into a place of magical transformations. Read this piece and see the tangerine flame. Hear the forge roar, feel its heat, and revel in the alchemy of your tiny 6,000-word bladesmith apprenticeship. “A cloud of smoke rose to the ceiling, and a searing sound filled the room like a basket of snakes. ‘This is the moment of truth,’ Sam said, holding the tongs and looking away from the smoke. ‘This is when it becomes a knife.’” You’ll enjoy the science and history rendered in detailed scene work, but the most beautiful thing about this story is that it celebrates and exemplifies dedicated craft—in forging handmade knives and in revealing the extraordinary in the ordinary. —KS

Audience Award

Here’s the piece our readers dug the most this week:

‘Badass Detective’: How One California Officer Solved Eight Cold Cases—in His Spare Time

Scott Ostler | San Francisco Chronicle | December 27, 2023 | 3,611 words

Given its subject matter on unsolved murders, I don’t know if I’d go so far as to call this a “feel-good” story. But Scott Ostler’s profile on Matt Hutchinson, a curious and determined Bay Area detective with a knack for solving decades-long cold cases in his free time, is a great read. In the seven years Hutchinson has been part of the robbery-homicide unit at the Sunnyvale Department of Public Safety, he has solved eight cold cases—six homicides and two sexual assaults. Thinking out of the box, and also using today’s DNA testing and crime-solving tools, “[h]e has solved more cold cases in three years than any single detective in the last 15,” and in the process has helped to bring peace and closure to some of the victims’ surviving family members. Not bad for someone off the clock.  —CLR

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A Knife Forged in Fire https://longreads.com/2024/01/10/a-knife-forged-in-fire/ Wed, 10 Jan 2024 20:15:51 +0000 https://longreads.com/?p=202388 Deep care and craft are on display in this keenly observed profile of bladesmith Sam Goldbroch for Chicago Magazine. Dive into blade science and history along with the sensory experiences of Golbroch’s forge, as he creates a knife commissioned by the author, Laurence Gonzales.

Sam brought out what looked like a deck of tarot cards with nothing on them. No Hermit. No Hanged Man. No Fool. They were gray, thicker than ordinary cards, and clearly heavy in his hands. Inside of them a message waited. He had a long ritual to perform to release it.

As he shuffled the cards, they clattered together, revealing the first hint of their message: They were made of steel. He stacked them and squared up the edges so that all of the cards were nice and straight, nothing sticking out or crooked. Everything neat. The alchemical precision favored by Newton in his dim laboratories.

He clamped them in an industrial vise. Now the cards made a block about the size of a thick paperback book. They would never be individual cards again, these 12 pounds of two different kinds of steel, arranged in alternating layers.

And I knew that Sam would make his own Damascus steel for this knife. The blade and handle would mate to make a work of art that was an exceptional tool.

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What $500 Means to Zinida Moore https://longreads.com/2023/09/27/what-500-means-to-zinida-moore/ Wed, 27 Sep 2023 15:30:00 +0000 https://longreads.com/?p=193985 Zinida Moore works multiple jobs. The mother of three typically goes from an overnight shift at one job to another one in the morning. She was one of 5,000 Chicago residents who were given monthly $500 payments for one year, no strings attached, as part of a pilot guaranteed income program. A more limited approach to UBI—or universal basic income—the program focused on assisting a randomly selected group of people. It’s a simple yet bold idea, writes Elly Fishman, giving a boost and “breathing room” to low-income residents. Within the group, 72 percent were women; among those, 70 percent identified as Black and nearly 60 percent had children.

But how effective is such a program? The extra cash won’t pull a family out of poverty, nor would it allow Moore to buy a house, for example. But “that breathing room can turn into substantial, sustained change,” reports Fishman, and over the course of the year, Moore was able to pay off two of her largest bills and pay for three months’ rent up front. She was also able to improve her credit score and find relief in other, less-quantifiable ways—moments of calm and joy because she was able to provide a bit more for her family.

City officials around the U.S. are exploring similar programs. Whether it’s the right kind of government aid remains uncertain, but Fishman’s portrait of one resident shows that a little bit of money can go a long way.

Working multiple jobs is how Moore has long managed to cobble together enough income to supply her kids with basic necessities at home and for school. And then there’s the not-strictly-necessary stuff — trendy clothes, trips to the movies, money for the mall — that she wants them to have. It all adds up. Her financial stability has always been precarious, and she worries that one emergency could quickly spiral her into even deeper debt.

Moore’s phone dings. It’s Ziniya. She needs a new uniform for her cheer squad. Her text breaks down the cost of each piece: $45 for an oversize hair bow, $25 for a collar, $110 for shoes, $125 for the backpack. Then there’s the rest of the uniform. All told, it will run $630.

In previous years, Moore might have sent out a text to family and friends seeking donations for the uniform. She might have asked the school if she could pay in installments. But this year, for the first time, she can cover it all herself. That’s because she has an extra $500 a month coming in — not from a third job or a side hustle but from the City of Chicago, which gives her the money to spend or save as she chooses.

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The Last Gamble of Tokyo Joe https://longreads.com/2023/05/12/the-last-gamble-of-tokyo-joe/ Fri, 12 May 2023 18:48:11 +0000 https://longreads.com/?p=190113 Ken Eto was a numbers kingpin for Chicago’s biggest organized-crime syndicate — until that syndicate sent two hitmen after him in an empty parking lot. From an Idaho detainment camp to the streets of the Windy City, Dan O’Sullivan serves up an absolute barnburner of a story about the man known as Tokyo Joe.

“The sole goal of organized crime is to enrich the members. That’s all they care about,” says John J. Binder, author of Al Capone’s Beer Wars. And, while not Italian, Ken Eto was one of its biggest moneymakers. Eto’s lofty position in the Chicago underworld was unusual for an outsider, but the syndicate had always been more farsighted than other crime families in promoting gangsters of other ethnicities. 

It was less a mark of tolerance than proof of its ambition. Ever since Capone first employed his squad of “American Boys” — a gang of Midwestern killers who looked more like police officers than Mafia hit men — non-Italians had occupied important positions in the Outfit. But all these men had been white. Ken Eto was not. And he wasn’t some despised underling; he was one of the bosses.

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The Top 5 Longreads of the Week https://longreads.com/2023/01/27/the-top-5-longreads-of-the-week-450/ Fri, 27 Jan 2023 10:00:00 +0000 https://longreads.com/?p=186109 A bowl of bright orange macaroni and cheese, photographed from above, against a deep blue backgroundAs January draws to a close, our favorite stories this week included a stirring critical essay, a paean to the world’s greatest boxed meal, a rethinking of psychedelics’ impact on the planet, a profile of a craftsperson at his peak, and an eye-opener about how humpback whales use air in some unexpected ways. 1. Corky […]]]> A bowl of bright orange macaroni and cheese, photographed from above, against a deep blue background

As January draws to a close, our favorite stories this week included a stirring critical essay, a paean to the world’s greatest boxed meal, a rethinking of psychedelics’ impact on the planet, a profile of a craftsperson at his peak, and an eye-opener about how humpback whales use air in some unexpected ways.

1. Corky Lee and the Work of Seeing

Ken Chen | n+1 | 11,542 words | January 25, 2023

After Corky Lee passed last year, the photographer and community organizer was memorialized in his hometown’s most conventionally prestigious outlets: The Times offered a sizable obituary, as did Hua Hsu in The New Yorker. This week, on the first anniversary of Lee’s death, Ken Chen rendered an altogether different kind of portrait in n+1. Much of the same biographical information is included, as are a number of Lee’s iconic photographs of Asian Americans in New York throughout the last six decades. Yet, when Chen writes about his encounters with Lee, and about the 14 photographs he selects to represent Lee’s work, the grief that suffuses his words isn’t solely about Lee, but about the many atrocities visited upon the Asian American community, up to and after Lee’s death. Chen’s critical acumen here is reason enough to read: “His images lack a charismatic subject,” he writes of Lee. “Those whom capital dismissed as surplus, he saw as beautiful. He commemorated the multitude, the striking waiters and seamstresses whose unruly abundance crowded away any beatific composition.” But he brings a similar understated poetry to the social conditions Lee’s work served to illuminate — and with violence against Asian American elders and others seemingly unending (including a horrifying recent attack in my own hometown), that juxtaposition makes Chen’s piece nearly as indelible as the images it contains. —PR

2. An Ode to Kraft Dinner, Food of Troubled Times

Ivana Rihter | Catapult | January 19, 2023 | 2,261 words

I only discovered Kraft dinners later in life after moving to North America revealed the cult of Kraft to me. A stable lurking in every cupboard; I admired the respect that something so impossibly orange had managed to garner. When Ivana Rihter finds KDs, though, they are much more; cooked for her by her baba, they are inextricably linked to her immigration story. She describes the process of boiling the pasta and adding the sauce with reverence, the memory mixed in with her love for her baba and appreciation for the economic hardships her family struggled through to start their new life. Her baba teaches her to put feta on top, and with this “secret little piece of the home country mixed in with all-American shelf-stable cheese” it remains a food for life, and — consistently sitting at about a dollar a box — one that carries on seeing her through hard times. I found this an unexpectedly beautiful essay, more about memory and belonging than cheesy pasta. Food can transport you back in time, especially if, as Rihter describes it, it “is soaked with memories of [an] origin story.” —CW

3. Tripping for the Planet: Psychedelics and Climate Activism

Amber X. Chen | Atmos | January 16, 2023 | 3,196 words

In this piece, Chen explores what the current psychedelic renaissance means for environmental activism, and how synthetic drugs like LSD and MDMA and psychoactive plants like ayahuasca and peyote can stir change within individuals — and ultimately galvanize social movements. This all sounds incredibly positive on the surface, but not everyone who dabbles in such mind-altering journeys is transformed for the better; psychedelics also fuel right-wing movements, too. (See: “QAnon Shaman.“) The decriminalization of psychedelics is a step toward making their therapeutic benefits accessible to more people, yes, but as Chen notes, it increases the threat of deforestation, and — with today’s psychedelic movement being largely white — it also takes power away from Indigenous people, who have harnessed the healing power of these sacred plants for thousands of years. (See also a Top 5 essay I picked last year: “The Gentrification of Consciousness.”) I appreciate Chen’s exploration here, and the questions posed that I haven’t stopped thinking about, like: “How broken is Western society that we think we need drugs in order to facilitate mass climate action?” —CLR

4. The Violin Doctor

Elly Fishman | Chicago Magazine | January 17, 2023 | 4,177 words

Recently, in his late 60s, my dad decided to learn how to play the violin. I respect the choice to try the impossible, especially something as delicate and timeless as bowing a stringed instrument. (My parents’ cats, who endure the scratching out of notes from beneath the couch or bed, seem to have a different opinion.) After reading this lovely profile, I think perhaps my dad, a skilled carpenter, should also try apprenticing as a luthier. I, someone with zero skills at playing an instrument besides an egg shaker, who curses putting IKEA furniture together, was mesmerized by the descriptions of how John Becker, perhaps the best violin restorer on earth, practices his craft. Elly Fishman’s profile has a musical quality: It sweeps readers through chapters of Becker’s personal story and dwells in long, lyrical moments when, with the surest of hands, Becker repairs some of the most revered instruments on the planet — namely, Stradivari. There are just 650 of the violins left. What makes them so extraordinary? Musicians and scientists may puzzle over that question forever. In the meantime, Becker works — quietly, meticulously, instinctively. “We are caretakers of these instruments,” one of his clients tells him. “We move on, but these instruments continue to the next generation.” —SD

5. For Humpbacks, Bubbles Can Be Tools

Doug Perrine | Hakai Magazine | December 20, 2022 | 1,500 words

It’s well known that many animals use tools to aid feeding and other tasks of life. Think: otters floating on their backs, cracking shells with rocks. You’d think it would be hard for whales to use tools, but as Doug Perrine reports at Hakai Magazine, humpbacks use what’s available to them — air and water — to form bubbles for a variety of activities. “I’m tempted to describe the air in a humpback’s lungs as a Swiss army knife because I’ve seen whales do so many different things with it,” he wrote. “It is not actually a tool collection though, but a storehouse of raw construction material with which the whale can fashion a variety of tools. Lacking free fingers and opposable thumbs, whales are unable to create and use tools in the same way as humans, but reveal their intelligence through the manner in which they utilize other body parts for tool production and use.” —KS


Enjoyed these recommendations? Browse all of our editors’ picks, or sign up for our weekly newsletter if you haven’t already:

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The Violin Doctor https://longreads.com/2023/01/26/the-violin-doctor/ Thu, 26 Jan 2023 15:03:26 +0000 https://longreads.com/?p=186103 There are about 650 Stradivarius violins left in existence today. If one of them needs repair or restoration, their owners — wealthy collectors and world-class performers, mostly — call John Becker, a master luthier with a shop in downtown Chicago. How did a man who doesn’t play the instrument become the finest violin technician in the world? Elly Fishman explains:

He was drawn to the idea of working on rare violins — “I could see it was a craft” — and applied for a position at the prestigious violin dealer and restoration shop Bein & Fushi in 1979. Also located in the Fine Arts Building, Bein & Fushi ran a cutthroat apprentice program, but Becker’s talent was obvious from the start. “They said I was the best person they’d ever had,” he says.

When the top restorer left in 1982, Becker was tapped to fill his shoes. His first repair? The Adam, a 1714 Stradivarius violin named for a former collector. The business’s co-owner Robert Bein had given his employee The Secrets of Stradivari, a book by the acclaimed Italian luthier Simone Sacconi outlining the author’s best practices, and Becker absorbed them all. “I did some great work on that instrument,” he says.

In 1989, Becker took over as head of the entire workshop. Already renowned, Bein & Fushi became one of the world’s most prominent violin shops during Becker’s time there, thanks in large part to his work. “He was brilliant,” recalls Drew Lecher, who worked alongside him. “I guess you could say he had a Midas finger. If a violin didn’t sound right, he’d make it sound right. And if it didn’t look quite right, he’d make it look right. He was the standard-bearer.”

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It’s a Lovely Day for a Bike Ride https://longreads.com/2019/02/14/its-a-lovely-day-for-a-bike-ride/ Thu, 14 Feb 2019 14:00:37 +0000 http://longreads.com/?p=120741 He robbed banks. A lot of banks. Non-violently, with a bike as his getaway vehicle. Why? Even he's not sure.]]>

Tom Justice was an Olympic cycling hopeful. Tom Justice’s life didn’t work out quite the way he’d hoped. Tom Justice found an unlikely escape hatch: bank robbery, but just for the thrills — not the cash. In October 1999, he robbed his second bank, the Lake Forest, Illinois, branch of Northern Trust, escaping by bike with over $3,000. He put the cash in paper bags and left them in spots where homeless people would find them.

He eventually robbed 26 banks of nearly $130,000 before descending into drug addiction. Steven Leckart‘s story in Chicago Magazine is as engaging and cinematic as one could want for this sad, twisted Robin Hood of a tale.

But before he could flash his lights, the cyclist pulled over and hopped off his bike. When Thompson pulled up, the guy was fidgeting with his back wheel. It started to drizzle again.

“Can I talk to you for a second?” Thompson asked through the open window of his patrol car.

“Hey, yeah, sorry, it’s gonna take me a second,” Tom said, continuing to tinker.

Thompson parked a few feet ahead, turned on his flashing red and blue lights, and walked back to the cyclist.

“I live in San Ramon. I’m riding home,” said Tom, pretending to adjust his brakes before climbing onto the bike and clicking his left foot into the pedal.

“Do you mind if I take a look in your bag?” Thompson asked the cyclist.

“Yeah, no problem. I just have to unclip,” replied Tom. “These pedals are actually counterbalanced, so I need to click into both in order to get out at the same time.”

There’s no such thing as counterbalanced pedals. But Thompson didn’t know that. He watched as the cyclist lifted his right foot, clicked down into the pedal, and — whoosh! — bolted into the street in a dead start as hellacious as any Tom had ever mustered on a velodrome.

“I knew it!” cried Thompson. He desperately grabbed his radio, but another officer was talking on the channel. The cyclist shot down Main Street and out of sight.

Read the story

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The Top 5 Longreads of the Week https://longreads.com/2018/08/03/the-top-5-longreads-of-the-week-233/ Fri, 03 Aug 2018 14:41:27 +0000 http://longreads.com/?p=111904 This week, we're sharing stories from Nathaniel Rich, Ronan Farrow, Jeff Maysh, Helen Rosner, and Nick Greene.]]>

This week, we’re sharing stories from Nathaniel Rich, Ronan Farrow, Jeff Maysh, Helen Rosner, and Nick Greene.

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* * *

1. Losing Earth: The Decade We Almost Stopped Climate Change

Nathaniel Rich | The New York Times Magazine | August 1, 2018 | 122 minutes (30,663 words)

We’ve long known we’re headed for climate change disaster. And in the 1980s, a small group of scientists, activists, and politicians almost got us to do something about it. Almost.

2. Les Moonves and CBS Face Allegations of Sexual Misconduct

Ronan Farrow | The New Yorker | July 27, 2018 | 36 minutes (9,000 words)

Meticulous reporting from Ronan Farrow on allegations from six women who say they experienced unwanted sexual advances from Les Moonves, the chairman and C.E.O. of CBS Corporation. In addition, 30 current and former CBS employees described experiences of “harassment, gender discrimination, or retaliation at the network.”

3. How an Ex-Cop Rigged McDonald’s Monopoly Game and Stole Millions

Jeff Maysh | The Daily Beast | July 28, 2018 | 34 minutes (8,619 words)

And here you were buying super-sized cartons of french fries in the hopes of getting a Park Place, like a dope.

4. Tokyo’s Long Lines Lead to Magic (And Life-Changing Ramen)

Helen Rosner | AFAR | July 31, 2018 | 9 minutes (2,283 words)

What do you do when you’re sent to Tokyo with no notice — and no dinner reservations? You learn how to be a person who waits.

5. The World’s Most Peculiar Company

Nick Greene | Chicago Magazine | July 31, 2018 | 16 minutes (4,122 words)

How does Hammacher Schlemmer, which publishes the longest-running mail-order catalog in American history, survive in the age of Amazon?

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Long Live the Oddly Charming Poetry of the Mail-Order Catalog https://longreads.com/2018/08/03/long-live-the-oddly-charming-poetry-of-the-mail-order-catalog/ Fri, 03 Aug 2018 13:00:23 +0000 http://longreads.com/?p=111894 Hammacher Schlemmer, which publishes America's longest-running catalog, still takes its product descriptions seriously.]]>

In this age of near-universal despair, could America’s longest-running mail-order retailer be the sleeper hero we didn’t even know was still among us? At Chicago Magazine, Nick Greene makes a compelling case that Hammacher Schlemmer, founded in 1881, might just be the goofy, retro anti-Amazon we need.

The catalog’s most obvious hook might be the ridiculous gizmos and novelty items — motorized unicycle, anyone? — that appear on its cover. But what I found especially endearing is the level of care the catalog’s makers invest in the product descriptions.

Beyond being older, today’s prototypical Hammacher Schlemmer customer is also wealthy and educated. “They would definitely be considered top 10 percent in household income, a lot of postgrads,” Farrell says. “That’s why we feel the copy is important.” Where else can one find a backpack described as “Brobdingnagian” or a walking stick crafted from “sustainably coppiced blackthorn (Primus spinosa)”?

The text is matter-of-fact, with odd literary flourishes, and the titles are concise, yet deceptively clever. “I could go on for hours talking about titles,” says John Gagliardi, who, as Hammacher Schlemmer’s senior creative manager, oversees the catalog’s unmistakable copy. “We agonize over titles.” The company employs two full-time copywriters and a stable of contributors to write the extensive product descriptions.

The NASA Strength Sun Hat harnesses “the same technology used in space suits.” That galactic selling point doesn’t overshadow the product’s earthly benefits, like the “wide brim” and a “radiant barrier” that “imparts a UPF 50+ rating to the hat.” If a product is unisex (the sun hat is), then that will always be noted, as will whether or not it requires batteries (it does not). At 153 words, the hat’s description is about the average length for Hammacher Schlemmer. A standard catalog is 88 pages long, give or take, meaning that, at four products per page, there are roughly 53,856 words in every issue. That’s more verbose than The Great Gatsby (47,094 words).

Read the story

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The World’s Most Peculiar Company https://longreads.com/2018/08/02/the-worlds-most-peculiar-company/ Thu, 02 Aug 2018 20:15:59 +0000 http://longreads.com/?post_type=lr_pick&p=111880 How does Hammacher Schlemmer, which publishes the longest-running mail-order catalog in American history, survive in the age of Amazon?

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