Willie Wonka

Inside Willie Wonka’s Chocolate Factory: McSweeney’s 33—Panorama

I’ve always likened McSweeney’s to Willie Wonka’s Chocolate Factory. Behind their magical doors are editors (OOMPA LOOMPA) who get to publish a quarterly literary magazine with a different, wildly imaginative concept each and every time and they have the means and reach to do almost anything they want. An issue as a direct mail concern? If you please. An issue as a box of cards? No problem. A hard cover book? Easy. A ridiculously large 8.5 lb. broadside? Why yes. Of course.

Leading up to its publication, there was a great deal of hype about McSweeney’s San Francisco Panorama—a- literary magazine cum newspaper printed in full color, that would offer a new perspective on the potential and possibilities afforded by the beleaguered newspaper. I ordered my copy of Panorama (a whopping $16 so not at all like a newspaper) and it arrived recently.


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January 11th, 2010 / 4:35 pm