(Scott Sommerdorf | The Salt Lake Tribune) Sarah Winward and her husband, David, in their floral design shop in Sugar House, Monday, March 12, 2012. Winward has contributed several pieces to "Kinfolk."
Kinfolk magazine and its Utah contributors offer food, community and style to a generation of connected loners
Entertaining ? Martha Stewart doesn?t resonate with a new generation of artists and digital hipsters.
In the age of digital information overload, a new breed of slick and visually sumptuous magazines are rising to meet a need for "me time" far from the madding digital crowd.
One of these picture books for adults is Kinfolk: A Guide to Small Gatherings, which began its life last year in Salt Lake City. Its founder and editor Nathan Williams has since moved with the quarterly publication to Portland, but a handful of Kinfolk?s contributors live in Utah.
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Connecting with ?Kinfolk?
Kinfolk is available at Anthropologie in Salt Lake City and online at www.kinfolkmag.com. An annual subscription is $65.
Some local Kinfolk contributors:
Tiger in a Jar video productions ? www.tigerinajar.com
Honey of a Thousand Flowers floral design ? www.sarahwinward.com
The publication?s title hints at its subject matter: entertaining, food, drink and community, all presented through lush photographs, essays and stylish art direction. But unlike similarly visually driven publications such as Martha Stewart Living, Kinfolk sets itself apart by emphasizing a laid-back philosophy to dining and entertaining with little or no how-to information.
For example, a video by Salt Lake City contributors Julie and Matt Walker on making bread in a Dutch oven lovingly follows the kneading and baking, but offers no voice-over instruction or recipe guidance. Imagine the Food Channel with the audio off.
In Volume 2 of Kinfolk, a photo essay captures a perfectly coiffed woman in green plaid picnicking alone near an Oregon stream. This article helpfully advises would-be picnickers to "bring soup and drinks in thermoses, bread, fruit and other snacks."
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"Not too Martha Stewarty" ? Williams says Kinfolk was the idea of a group of like-minded friends.
"There seemed to be a gap in entertaining resources that resonated with us ? that offered entertainment ideas that worked for us," he recalls. Martha Stewart Living and other magazines, he says, "cater to a different demographic."
Kinfolk?s target demographic is 25- to 30-year-olds, although Williams says readership extends to readers in their 40s.
"We offer options of things to do on weekends, other than going to clubs and bars," he says. "There?s a new domestication that is coming back. [People in Kinfolk?s demographic] are forced to create family or community in a distant location. We are riding along with that. It?s not weird and not too Martha Stewarty."
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Williams makes no apologies for Kinfolk?s emphasis on aesthetics over "rigid step-by-step." "It was very intentional to exclude recipes to help differentiate us from the other publications," he says. "Our focus is much more on the social element ? the people, relationships and traditions."
Kinfolk is also unusual in its emphasis on its hard-copy manifestation. The editors and contributors aren?t technophobes by any means. Most are bloggers, and the publication offers an iPad application that links to videos and features through QR barcodes on many of the print articles.
"It seemed natural to us," Williams says, "to use essays and photography to move people away from the computer screen ? encouraging people to slow down and take a break with friends away from the digital screen."
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Romancing the food ? Julie and Matt Walker, Salt Lake City-based contributors who make videos as Tiger in a Jar, say they try to romanticize the processes of making food, whether it be Dutch-oven bread or peach preserves.
"You almost commune with the dough as you bake," Julie Walker says of their video. "We wanted to bring that to life."
Matt Walker says the video isn?t meant to be instructional, but to "entice viewers to go cook." "There is a younger generation that is looking for something," he says. "People want to slow down and find meaningful activities. You don?t have to overdo parties, you just have to get together."
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Source: http://www.sltrib.com/sltrib/entertainment/53685783-81/kinfolk-says-magazine-com.html.csp
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