More magazine number-crunching, this time by Kyle du Ford over at Big & Sharp. He noticed something about Cargo's February issue, and it wasn't just that ski-pinup coverboy Jeremy Bloom looked Chelsea-riffic (though he does wonder, "who wears vests these days without a shirt anymore?" prompting us to wonder who ever wore vests without a shirt). Beyond Bloom's coy glance and bulging bicep, however, du Ford noticed something...different about the content:

A ton of information. Gads of copy. Beautiful food pictures. Article after article after article... A huge feature well. Man, how did they get this much copy in a 124-page book?

Well, with merely 21 pages of advertising, there was a bit of room to be, well, liberal with words. That's the only reason I can reckon giving a standard razor review of a few hundred words the space of --gasp! -- a feature!

21 pages? Are you kidding me? Well, I'm not kidding you. I counted this twice. And while I may have miscounted (I didn't count the AIDS PSA or the partials), that yields roughly a 78 percent edit ratio over a measely 22 percent worth of ads.

In any magazine circle, that spells bad news.

Let's hope Cargo isn't in trouble [Big & Sharp]
Cargo Magazine [Cargo.com]