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An article in a recent issue of American Demographics concluded, “The ultimate aim of the new phase of marketing is to reach consumers with specific messages about how products and services tie in to their personal lifestyles.” The shirt company Phillips-Van Heusen seems to have taken this strategy to heart, pairing standard shots of its conservative shirts with tag lines tailored to fit. Does the $8 million campaign, custom-targeted to such editorially distinct glossies as Martha Stewart Living and GQ, work? You decide:

“Shirts for men who watched Basic Instinct in slow motion.” —GQ

“Shirts for men who fell hopelessly in love and still are.” —Martha Stewart Living

“Shirts for men who got the free sweatshirt when they subscribed… Shirts for men who got the swimsuit video when they subscribed… Shirts for men who want to exchange the sweatshirt for the video.” —Sports Illustrated (three-page ad)

“Shirts for men who are good. Shirts for men who are good for one thing.” —Cosmopolitan

“Shirts for men who commonly experience déjà vu…Shirts for men who commonly experience déjà vu.” —Out and the New York Times Magazine (two-page ad)

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We've never been very good at being conservative.

And usually, that serves us well in doing the ambitious, hard-hitting journalism that you turn to Mother Jones for. But it also means we can't afford to come up short when it comes to scratching together the funds it takes to keep our team firing on all cylinders, and the truth is, we finished our budgeting cycle on June 30 about $100,000 short of our online goal.

This is no time to come up short. It's time to fight like hell, as our namesake would tell us to do, for a democracy where minority rule cannot impose an extreme agenda, where facts matter, and where accountability has a chance at the polls and in the press. If you value our reporting and you can right now, please help us dig out of the $100,000 hole we're starting our new budgeting cycle in with an always-needed and always-appreciated donation today.

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