There is, in fact, more to the anatomy of the American male's mind than sports and sex. With the launch of Conde Nast's Cargo, you can add a third "s" to that list: shopping, with a twist. Cargo editors recognized the fact that men don't shop, they buy, buy and buy more. Thus, Cargo was the answer to the laddie mag craze, providing men a fashionable, tasteful vehicle for tapping into their little-known desire to shop ("buy"). As "the new buyers' guide for men" Cargo takes a gigantic step forward in the path to bolstering the image of the kinder, gentler, more sensitive man of the 21st century. Refusing to be labeled as a metro sexual magazine for men, or a queer magazine for the straight eye, Cargo was able to create a new niche focused on what men really do when they walk into a Best Buy or even a Wal-Mart. They buy stuff. Stuff that hopefully Cargo will give them a preview of so they don't have to spend time wandering in the store. See, identify and buy is what men want, and that's what Cargo provides. Cargo is a breakthrough from the rest of the men's magazines and a validation that it's okay for them to shop without looking at naked women. There's now a men's magazine that sells its readers on consumer products and not consumer lust. Cargo runs the gamut on coverage of consumer products available to men, from tech gadgets to sneakers, clothes, cars and cosmetics ('hygiene products' to the average man). Combine this diverse list of products with a sleek, reader-friendly design, and you have man's key to cracking the code on an industry once reserved solely for women. Cargo is one "lucky" magazine for men. Or should I say men are 'lucky" to have their Cargo ? Another deserving title to be among the top honorees for the most notable launch of the year.
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