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LYNNE MEREDITH COHN

STAFF WRITER

A hot new magazine aims for the
eyes and ears of America's
twentysomethings.

t's bold. Flashy. A touch
MTV. OK, very MTV. But
it works.
Believe it or not, here's
a new concept: Swing mag-
azine, the brainchild of
David Lauren, the 25-year-
old son of preppy guru
Ralph Lauren, targets a
group of Americans simply
by age. Touting itself as
"the magazine about life in
your twenties," Swing does
what magazines heretofore
have not: recognize, vali-
date and celebrate an era.
Call it Generation X, the
Hangover Generation or simply
those neighborhood twen-
tysomethings, but this bracket of
young Americans apparently has
something to say and wants to

say it in a forum designed specif-
ically to their tastes.
Enter Swing.
Created a little more than two
years ago, Swing came out of Mr.
Lauren's personal search for a
magazine that met his interests
as a reader, according to 28-year-
old Megan Liberman, Swing ex-
ecutive editor.
"The idea is to provide a uni-
sex magazine for people in their
20s that treats people as intelli-
gent readers. A lot of what's out
there for this age group is either
just music or just fashion, just
men or just women," says Ms.
Liberman. Swing's goal is to be <
all things to all people twen-
tysomething.

SWING TIME page 56

