This image was lost some time after publication, but you can still view it here.

Sixth borough advocate Jessica Pressler has abandoned her dreams of legitimizing Philly and instead turned her attention to the revival of the zine, those lovingly crafted obscure magazines with miniscule circulations and offbeat content. While the zines of old were likely pasted together in basement bedroom (or Krucoff's apartment), nowadays they're high-design productions with significant cover prices. There's also heavy advertising, which defines the difference between these small, independent publications and their bigger counterparts. Swindle mag's Shepard Fairey explains:

"We want the advertising to sort of blend with the content," Mr. Fairey said on the phone from his Los Angeles marketing firm, Studio One, which counts 20th Century Fox and Coca-Cola as clients. "When there's an ad that doesn't seem simpatico, we think it messes up the feng shui of the magazine."

Lemon also plans to find ways to integrate advertising with editorial content, an uncrossable line at many traditional publications. "Like there's a fashion spread but everyone's wearing Puma in it," [Lemon co-founder] Adam Larson said.

To clarify, magazine feng shui involves the arrangement of advertising in order to maximize positive energy and reduce ethical obligations.

Remember Zines? Look at Them Now [NYT]