This week, The New York Observer's Off The Record shrugs off its usual New York media navel-gazing by running a hard-hitting exposé on labor issues at... Cargo.

What do we learn about Condé's tasteful metrosexual shopping bible? For one thing, it's run by experts.

The "biggest challenge" facing the magalog, according to editor Ariel Foxman, is the "need to have expert hubs of editorial people who know every category." How many categories, we may never know.

Oh, wait. We will know. It's five: "In a shopping magazine, suddenly you have to be an expert in five things that you don t really know. You have to really research," according to former Style Editor Daniel Ou. (As opposed to working at, say TIME Magazine, where there's a low premium on expertise.) Those five things, in case you were wondering: Trousers, cell phones, deep-cleaning but masculine-smelling face creams, and two other things, probably costing at least a thousand bucks.

Of course, all of this expertise is essential, since it serves a vital need. As Foxman tells The Observer: "This is very serious business, telling people how to spend their money." Yes, and curing cancer.

It's a toss up, really.