Branded and bullshit

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Yesterday one of my former colleagues at Fast Forward Weekly noticed that Branded Magazine, a new Calgary publication, had opened voting for their Best of YYC poll and directly mentioned that it wanted to keep Fast Forward’s Best of Calgary™ tradition alive. A couple of snarky tweets were sent and the arguments began.

Most people supported the snark, but some didn’t get the meaning, saying Fast Forward didn’t invent the reader poll and should just go quietly into the night. Fair enough, but they’re missing the point. Myself and the former staff I’ve talked to don’t care about a reader’s poll, or make any claim that it was a unique invention (though the trademark is still protected), we care about the fact that a vapid advertorial rag with no pretense of editorial integrity called Branded is purporting to keep a Fast Forward tradition alive.

This deserves comment.

Fast Forward Weekly was, as former staff writer Jeremy Klaszus so eloquently put it, a pain in the ass. We were at time reckless in our pursuit of stories to the detriment of our bottom line. We weren’t afraid to piss off advertisers for the sake of an opinion, a stance, a review or a news story. For us it was all about the readers and the smart advertisers stuck with us because they recognized our commitment to readers was the reason they bought ads with us in the first place. Others are only interested in the print equivalent of a rub and tug.

And so we have new publications like Branded.

Let’s get one thing clear, I don’t care that Branded is hosting this contest (if only it wouldn’t use the Fast Forward name in vain), or that the magazine exists. If it serves a certain segment of the population and those people enjoy reading it, great. It’s not my thing, and it doesn’t have to be. Best of luck to all involved.

That said, this magazine is about as far from a muck-racking publication as one can get, with features on what the markets are doing, to columns penned by a mortgage broker about housing opportunities and a section on eligible bachelors and bachelorettes. It’s a pile of mush.

I have serious doubts about the integrity of a Best Of poll in a magazine like this, and wonder if the people involved realize the intensity of the process and the controls we put in place to keep the Fast Forward poll honest and reflective of our readers — we scoured the results and eliminated chains, for example. We double checked different spellings of names and locations to ensure that every vote counted. We let anyone who fit the criteria win, even if they didn’t like us, or refused to advertise with us.

Branded is a disheartening representation of a staleness and lack of criticality that has engulfed Calgary and looks like a virus that will spread. There’s nothing of substance, just blind promotion. There’s advertorial rather than insight. It’s just an excuse for ads to have a home free of any uncomfortable statements or disagreements. It’s Calgary’s troubling boosterism wrapped up in a glossy package open to the highest bidder. It’s certainly not keeping any tradition of Fast Forward Weekly alive and they could have at least waited for the corpse to cool before claiming so.

p.s. I voted for Larry Heather in every category, maybe you should too, just to keep the spirit of subversion alive in some form.