FD Magazine Is a Lying Liar Magazine That Prints Lies

This ain't cricket.

FD liesPlease take a moment to look at page 46 of the current Morning News-produced luxury free magazine called FD (nee FD Luxe). I’ve provided a picture of that page here, for your convenience. If, like me, you have fortysomething eyes that don’t see so good, you can open the image in a new window and read the type more easily. But I’m here to help. The title of the story is “The $30,000 Dinner.” Here’s what the subhead says: “Restaurant critic Leslie Brenner blows the cost of a small Mercedes on the most expensive meal in Dallas.”

Now, I work at a magazine. Seeing that presentation, my first thought was: Goodness gracious. How did the News manage to spend $30,000 on one meal for a magazine story? This sounds fun. I gotta read it. But I don’t think you need to work at a magazine to be drawn in by that layout. The dollar figure is in bold. The lead critic at the paper spent $30,000 on a meal. This promises to be good stuff.

Brenner writes that she asked Mansion chef Bruno Davaillon to create a custom menu. “[I]t’s an opportunity for me to sip wines I’ve never had the opportunity to sample, or rarely,” Brenner writes. She goes on to describe the menu. For eight people, the food, including tax and tip, is $29,206. A full $19,612 of that is for wine.

A quibble comes to mind: if you let me spend whatever I want on wine, “dinner” becomes much more than dinner. I could order a hamburger and still spend $30,000. But whatever. I keep reading. And then I come to the end of the story:

What’s that my editors say? I don’t really get to experience the dinner? It’s a flight of fancy, a dinner of the imagination?

Oh, poo. Of course. It’s fun to dream, though.

Maybe you can afford it. If so, save me a bite.

There is not a person in the world who could read that headline and subhead and not think that the story was about a writer spending $30,000 on a meal. This was a real letdown. An amateur editing move.

Poo, indeed.


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  • D. Shapiro

    Like that intro title card in Snowpiercer: All Life Became Extinct

    Any chance I get to kick that awful movie in the shins is ok by me.

  • Greg Brown

    “. . .Morning News-produced luxury free magazine. . .” Luxury free, indeed.

  • Neal K

    I know how you feel, Tim. One time – late in 2012 if I recall – I purchased a certain local magazine with the words “DOG NAZIS” on its cover. I couldn’t wait to get home to read what surely was a hard-hitting canine Odessa File exposé. Alas, the promised DOG NAZIS were just some neighborhood poo detectives. This publication not only induced me to buy the magazine with its misleading cover, but it wasted my time and let me down, which is so much worse.

    My sympathies, friend.


    • Eric Celeste
    • Tim Rogers

      I see what you’re trying to do there, Neal K. But for that to be a parallel situation, we would have needed to do a hed/sub combo like this:

      “Dog Nazis: There are dogs who tattoo swastikas on themselves and believe in white supremacy.”

      Then, at the end of the story, after describing how these dogs want to take over the world, we would reveal that it was all in our imagination.

  • Borborygmus

    Almost world class.

  • Bobtex

    Pot, meet kettle.

  • Nick Zukin

    The food review equivalent of a whole movie just being a dream.

  • G Brown

    Did you really need to write an entire article bashing another writer’s article? There’s not real news out there for you to write about today?

    • Tim Rogers

      I didn’t have a problem with Leslie Brenner’s article. I have a problem with the editor(s) who wrote the display copy for it.

  • Uncle Nancy

    I would like to make a comment but I’m on a $150,000, BYOB weekend getaway with George Clooney.

  • Neal K

    Allow me to propose a final solution: stop being a headline Nazi.

    Poo, indeed.

  • Aly Sergie

    So let me get this straight.

    She spent 30K on a meal?

    Does it really matter if it is for one person or 8?

    • Neal K

      That sound you hear is Tim’s head exploding.

  • Anonymous

    Isn’t the DMN related to WFAA, who splashes a “Breaking News” graphic across the 10 PM news and then goes to video shot in the daylight?