The Medium: Virginia Heffernan’s Final Column for NY Times Magazine

onward and upward

(Onward and upward for Virginia Heffernan)

Last week marked the final time that Virginia Heffernan’s The Medium column would run in the New York Times Magazine. I think it’s a shame that this column has been rendered obsolete by the magazine’s Secular Overlords (or whoever makes the decisions at the NYTimes).

In the four years that her technology column ran, Heffernan was always a moderate voice in an industry full of overblown hype and wide-brush lifestyle marketing. At once informed and curious, Heffernan’s column (along with Randy Cohen’s The Ethicist — also nixed by the mag last week) became a primary reason for me to read the magazine every week.

Heffernan’s final column for the NYT Magazine addressed the changes in the web over the last 2 years, where commercialized add-ons and targeted promotions have overrun genuine culture and idea exchanges. Heffernan presents the Kindle as an example of a consumer space aimed at the pleasures of culture, rather than the business of it.

Fittingly, I found Heffernan’s columns to be the same way – a lucid examination of the (often) ridiculous eccentricities of the net that increasingly come to define how we live and communicate. Heffernan’s columns were always respite from the histrionics that come with emerging digital culture, and while I mourn the loss of her column, I will enjoy reading its archives and following Virginia Heffernan’s upcoming work.

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