  
eneration X is the most dynamic generation to shamble down the pike since, well,
since ours. Pop bands such as Pearl Jam and actors such as Macaulay Culkin have lent
sparkle to the entertainment industry; Conan O'Brien keeps us in late-night stitches;
young
fashion designers who request anonymity have single-handedly changed the way we look
at others. With 11 cover stories on Gen-X this year, The Whitely has bravely led the way
in giving the Grunge Kids much-needed encouragement, in telling them how proud the
Emerald City is of them, and in providing them with a gentle reminder that, seeing as the
entire world is presently fascinated by their fashion and lifestyle scheme, that perhaps this
might be an appropriate time to patch up their blue jeans, straighten out their little caps and set
a
good example. It took a little doing, but we came up with this week's intriguing cover
story, The Secret Ingredient in Grunge Cuisine: Mom. 
And I was lollygagging around the office last week when it hit me. Hmm ... this
Generation X of ours. They have no money. And they cannot read. They would
make poor subscribers to our fine periodical. More to the point, theirs is not the sort of
cover story that would please our advertisers.
I scotched the cover and faxed the story to our sister publication, Eastsidewhite.
We
will henceforth publicly flatter and cajole two new untapped focus market groups,
Catholics and Enjoyers of the Arts (see photos and bogus captions,
top),
although with somewhat less desperation.
Then the problem: what to slap on the cover? We'd already done five Spring
Fashion covers this year. Summer Books? There aren't any yet. The Whitely Guide to
Winter Get-Aways? I cannot imagine a more ludicrous cover story idea. Our regular Fall
Primer on the Local Rodeo Scene? We don't have one. And our cover story on the
Melissa
Fernandes murder has to wait until Butch's Guns is done with their remodel.
Then, in the 11th hour: Costco to the rescue. As usual.
So enjoy our Costco cover; and if we have time enough to toss together an
interesting article about our friends at Seattle's finest warehouse store chain, then enjoy
that, too. Incidentally, regarding the coupons on the cover: David has asked me to urge
you
to read his page 2 article before clipping, but, well, you know how I feel.
By the way: yes, The Whitely is free at newstands; yes, it costs $8.95 for a Costco
12-pack; but they come all bundled and ready to recycle. Good bargain.
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