When 5280 first hit the streets, they fought an uphill battle. Many local magazines had tried and failed to take over the Denver scene. But 5280 worked hard, hired the right people, wrote great articles, and did their research......one great, honest article after the other.
As a result, the magazine took off. They were and still are a great advertising success story, and they carry a big stick when it comes to swaying public opinion in our fair city. Unfortunately, their great writing and journalism disappeared long ago.
You see....to make it, they started selling out. It started with parts of their magazine that were for hire. These were usually several pages of "Advertising Sections" presented as researched opinions and news. Unfortunately, these became the 5280 bread and butter. Drunk with advertising success, they let these sections grow larger and larger, until they were the cover stories.
"Denver's Best Doctors" became a yearly cover story. Complete with summaries of doctors who pay to be advertised as the "best". Followed by restaurants, Realtors, etc. etc. etc.....always paid, or heavily influenced by advertising. This fall, I did some research on their "Best Realtor" section. The first three I looked up hadn't sold a single home in 90 days.
The magazine is hugely successful, and bigger every year. Unfortunately, if you have been around Denver for a bit, you can smell the sellout from a mile away. 12 issues, and it feels like 6 - 8 are "Best Of" paid advertisements.
This magazine used to be a 'must read" if you wanted to know about our great city. Unfortunately, it has become a throw away advertising magazine best appreciated by the unassuming in the back pocket of an airplane seat or on their hotel nightstand.
I sadly give it: Two stars.
I'm tempted to give it one star only, but this magazine has power, and I still pick it up out of habit. It will either see itself in the mirror and change it's ways, or another small honest magazine will remind it where it started.
Just remember to think twice before you find your heart surgeon in the "Best Of" advertising section.
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mark k.
Denver, CO
1 star rating
09/25/2007
5280 is a nice looking glossy magazine that charges it's advertisers huge amounts of money. Then, they get snubbed when the magazine is doing research on the very thing the advertisers do. They did a pet issue in 2006 that was so underresearched and obviously written by people who know nothing about dogs and where the good dog businesses are. They also have no clue about good local restaurants. For a magazine that rips it's advertisers off so badly, you would think the readers wouldn't have to pay to read it! - Thu May 8 2008, 08:13