This paper examines the phenomenon of magazine success and failure as demonstrated by two regional magazines, "Southern Living" and "Southern Voices." The former, a combination of articles about food, travel, sports, and other positive aspects of southern life, was quickly accepted by its readers and advertisers and began earning profits within four years. The latter, which was committed to in-depth commentary on the South's social, economic, and political affairs, was beset by financial, advertising, distribution, and design problems and eventually folded. (KS)