It could hardly be more different from
its peers, most of whom grew up in suburbia on TV and fast food, turned rock
and roll into the national anthem, briefly migrated �back to the land�
in the early �70s, fueled a stock market revolution in the late �80s and
�90s, and are now moving inexorably toward retirement, 75 million or so
strong, the richest, most spoiled, most impressionable and one of the most
influential generations in human history. At 50, I�m in the middle of this
demographic pack on its history-making ride.
But then there�s the �it� that
opened this little opinion piece. It, of course, refers to this magazine,
Cooperative Living, which, like the first wave of baby boomers, is turning
60, in fact this very month. This publication (or �pub� in the parlance
of editorial types like me) does share some of the �search for who I am�
traits of its human boomer peers. For instance, this pub has changed its
name over the years from its �birth� name, Rural Virginia, to its
�young adult� name, Rural Living, and ultimately in 2000 to its mature
moniker, Cooperative Living. Like others of its generation, it�s also
adopted an array of �clothing� styles over the years, from broadsheet
newspaper, to tabloid, to magazine on newsprint, to the �suit� it�s
worn comfortably (with a few colorful upgrades) since the late �60s, that
of magazine on enamel paper.
But despite these surface similarities,
at its heart (and core) this magazine is not at all like its boomer peers.
The magazine grew up in rural Virginia, of course, not suburbia, and began
life speaking to rural families about the value of a cooperative lifestyle,
working together to achieve common goals, putting the group ahead of the
individual, with every member of the group having the same power in this
business democracy, one vote, whether you�re a small farmer or a large
business owner. It has also always stressed community service over
individual glory, and the value of local relationships over national trends.
It�s also always focused (by its
nature as a print publication and through its pages) on reading as a
preferred entertainer and informer, and has often featured recipes
highlighting farm products and often requiring the investment of time and
love not possible in a microwave culture. It�s shied away from fashion and
fads, musical trends and political waves, preferring instead to focus on the
real centers of influence in any community, the men and women who give
freely of their time to help their neighbors behind the scenes, in school
auditoriums, volunteer fire houses, church fellowship halls, and hospital
and nursing care rooms.
More than anything else, this magazine
has covered the people who make Virginia�s rural communities, small towns,
and (more recently) emerging suburbs such vital, vibrant, vigorous and
intensely interesting places to live, labor, love, and be laid to rest.
Old-fashioned? Yes, unashamedly so. But,
you may also be saying, doesn�t Cooperative Living also embody by its
limited coverage of the world�s larger issues the down side of tradition,
that is, being insulated and provincial? Perhaps a bit, but it�s also been
big-hearted and generous in its concern for the less fortunate in our
communities, and adamant about the strength of the democratic process
wherever it�s practiced.
In a generation that�s almost
obsessive about numbers and records and milestones, this publication has a
few of those as well, being one of (if not) the oldest magazine(s) published
in the Commonwealth, and also having the largest circulation of any
publication �newsletter, newspaper or magazine � published in Virginia.
But in the end, this magazine isn�t
about numbers or names. It�s about you, the reader, covering your
community and hoping you�ll spend a peaceful hour or two each issue
reading about your neighbors, your history, and why your community is such a
great place to live. The fact that this magazine is celebrating a 60th
birthday means that it�s been at least somewhat successful in meeting this
goal.
Finally, to close on the note with which
we opened, Cooperative Living is unlike its boomer peers in yet another way:
We will not look to retire early, or change careers. We�ll just keep doing
what we�ve done since that first issue in October 1946, hoping we deliver
to you a publication worth reading, and working hard to improve it all the
time.