Privilege Meets Idealism And It Goes By The Name Of “Good”

The 1980s are over. Greed is no longer good. Today, if we are to believe its earnest young publisher Ben Goldhirsh, Good is good.
In today’s Sunday Styles, The New York Times explores the quixotic creation of Good and the title’s nascent business plan.

Mr. Goldhirsh, the son of the founder of Inc. magazine, Bernie Goldhirsh, and heir to a fortune, doesn’t read many magazines himself, nor do his friends. “I try to read The Economist every week, but it’s almost like an assignment,” he said. “It’s an effort.”
Nonetheless, he and his Andover buddy Max Schorr, now the publisher, decided that a new magazine was exactly what his generation needed most: “A free press for the critical idealist,” as the inaugural issue proclaims.

According to the report, the associate publisher and the man responsible for bringing in income from advertisers is freshly minted Harvard grad, Albert Gore III. Much of the rest of the staff are friends of Goldhirsh from Phillips Andover and/or Brown University.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. You just KNOW this is going to be a success.
    Look how creative the staff is. The name of the mag is “Good,” and they’re holding up letters that spell “Good.”
    AND they’re all prep school and Ivy League grads.
    Like I said, guaranteed success.

  2. plus, the staff appears to be predominately white males.
    so bob’s probably right — it’s a guaranteed success.

  3. no, HJ– some are brunnettes. looks to be a redhead in there, too. Looks like a diverse group to me. No doubt, a wide range of perspectives and ideas will arise.
    It is Good. Just in time for Advertising Week, too.

  4. Ironically, the same Sunday Styles section also has a feature on Zebo, “The World’s Largest Repository of What People Own.” It’s a MySpace like social network for people who want to list their possessions. Conspicuous consumption comes to the interweb…suhweet!

  5. They all look smart to me! Regardless of their skin color ok. Congratulations for a job well done in advance. i know it’s going to be a huge success.

  6. From what I read on the site, this is a notch below your average college newspaper. (But wow, with kewl urban art and Paris Hilton profiles, too!) I don’t have anything against purebreds wasting their own money bleating about crisco-fired car engines. But from what I read, the content is so spectacularly uninspiring and dull, I wonder where these kids learned how to write. A state school or something? I predict the mag will hemmorrhage money to the point where Papa Goldhirsch will step in and actually appoint a real editorial staff… Good luck, Good.

  7. PeteyPablo says:

    Papa Goldhirsh is dead buddy. And there’s no ‘c’ in Goldhirsh. Check your facts and get your spelling straight. Good use of the word “bleating” though. And “hemmorrhage”. 10 points for remembering the second “h” in there.
    Sorry for lashing out daveednyc, I spoke without thinking. It’s just that I read the magazine and really liked it and I thought you were being overly cynical. Plus your choice of the word “purebreds” bugged me a lot. You write well though. The phrase “spectacularly uninspiring and dull” is, on its own, magnificently enchanting and vivid language use. I bet you don’t enjoy anyone’s writing as much as your own. How could you? The question is, where did you learn how to write? I’m sending my kids THERE.