How To Pitch: Paper

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Circulation: 110,000
Frequency: 8 times a year
Special Issues: The good folks at Paper put out special issues aplenty -- the "Los Angeles" issue, the "Fashion" issue, the "Art" issue, the "Social Networking" issue -- but only a few come out the same time every year. The "Beautiful People" issue is always in April, the "Nightlife" issue is always in October, and the "Music" issue is always in June/July.

Background: Poor "indie." As a term, it's been used and abused by brands trying to draw in hipsters intrinsically attracted to its implications of the grassroots, underground anti-mainstream. In the process, independent anything (music labels, publishing houses, and certainly magazines) has been inadvertently lumped into a trap of trendiness. But Paper is the real deal.

Founded by editorial partners and co-publishers Kim Hastreiter, a former fine artist, and David Hershkovits, a one-time literature professor, their cooperative brainchild evolved from a fold-out built in the basement of Hastreiter's apartment in 1984 to a full-blown editorial operation with offices, staff and the whole bit. And, some 27 years later, the authentically indie fashion and culture bible remains steadfastly resistant to any wooing by The Man or hard and fast regulation of content.

Paper is also known as a breeding ground for industry talent. Lucky's Brandon Holley worked there once upon a time, as did New York Times columnist Alex Kuczynski. Former staffers have gone to Vogue, Men's Vogue, the Times, and other national pubs, though many -- like editorial director Mickey Boardman, who started as an intern -- have remained throughout the years.

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The How to Pitch series is worth its weight in gold. In just the first month I'd already benefited enough to consider the cost of joining well worth it. -- Gaen Murphree