treats!

treats! (often referred to as Treats, Treats!, Treats Magazine or Treats! Magazine) is a limited-edition erotica and fine arts magazine that is primarily available by subscription. The magazine, which debuted in 2011, is described as a quarterly although it has only been published twice per year so far.

Publication and format

The magazine offers both print and digital subscriptions and has back issues available for sale in both formats.^[1] It sells high quality fine art prints from its photo collection for several hundreds of dollars per print.^[2] Although it claims to be a quarterly magazine, treats has published just two issues per year for each calendar year of its existence to date: 2011,^[3][4] 2012,^[5][6] and 2013.^[7][8] 2014 has had one issue so far.^[9]

The print editions are produced in oversized format on 70 lb. matte stock. The magazine is also available digitally in several formats such as on Zinio for iPad and as a mobile phone app as well as via the official website, a blog, and various social media websites.^[10]

Description

treats! describes itself as "a limited edition, fine art print & digital publication available only by subscription & sold at select news-stands, book stores & boutiques worldwide."^[11] The literary content of the magazine has been described as "left-of-center" by Daily Beast.^[12] The magazine, which is based in Los Angeles, is described by USA Today, The Huffington Post, and The New York Times as an artistic erotica magazine.^[13][14][15] Adam Tschorn of the Los Angeles Times noted that his "copilot" felt that the magazine's nude photography was "virtually indistinguishable" from Playboy‍‍ '​‍s despite the "fine arts quarterly" billing.^[16]

According to Steve Shaw, the magazine's publisher, treats! was founded to present content that was too risqué for magazines such as Vogue, Elle and InStyle.^[12] Shaw's nickname for photos that could not be used because they pushed the borders too far was "treats", and he decided to use the nickname as the title for the magazine.^[12] The magazine presents images that have not been airbrushed or photographically retouched.^[12]

History

Debut issue cover featuring a Tony Duran photo of Irene Lambers and Cassy Gerasimova^[10]

Shaw has a background in celebrity glamour photography for Maxim, FHM, Playboy, and British Esquire. He claims he had become fed up with shooting restrictions such as "three quarters of one side of a boob... You can only show one inch down from the bum crack..." and with uncooperative subjects. Thus, he says, he created his own magazine with what Daily Beast described as "female full-frontal nudity, luxe-y aesthetic, and [an] underpinning of fashion-world credibility" that has gotten "influential tastemakers and industry icons" to take notice.^[12]

Shaw's initial investment for his magazine was $600,000.^[17] Within the first year of its launch photographers like Brett Ratner were volunteering to shoot for the magazine.^[12] As of 2014, Duran, Mark Seliger, Ben Watts, Josh Ryan, and Bob Carlos Clarke are among the photographers who have been featured in the magazine.^[2][17]

The launch party for the magazine was held on Thursday, February 24, 2011 at the James Goldstein residence as an Oscars-week party before the 83rd Academy Awards.^[10][18] Issue 1 of the magazine, which was without any advertisements,^[10] debuted with a cover photo of models Irene Lambers and Cassy Gerasimova photographed by Tony Duran that was described by Business Wire as "edgy, scintillating and elegant".^[10] The issue featured the classic picture of Raquel Welch on the cross taken by Terry O'Neill.^[19] Literary subjects in the premier include features on Jason Statham and Shepard Fairey.^[10] 5,000 magazines were printed for issue 1 and 10,000 for issue 2.^[12] Its launch was awarded a "best new launch" award of 2011 by the Media Industry Newsletter (MIN).^[20][12]

The magazine debuted with a $20.00 newsstand price, a $65.00 yearly subscription price and $15.00 download price.^[10] With the fourth issue the newsstand price changed to $30.00.^[21][22] In 2012, the magazine added an online gallery that sold prints of the magazine's content at prices ranging from $395 to $3,995—depending on size and framing.^[12]

Emily Ratajkowski posed for several of the early issues.^[13] She claims that her appearance on the March 2012 issue 3 cover is what brought her two unsolicited high-profile music video modeling roles (Robin Thicke, T.I., and Pharrell Williams' "Blurred Lines" and Maroon 5's "Love Somebody").^[23][24] Thicke had seen the treats! magazine black-and-white cover and convinced director Diane Martel to cast her in the "Blurred Lines" music video.^[13]

Dylan Penn, daughter of Sean Penn and Robin Wright, appeared nude on the cover of the seventh issue of treats!, which was published in April 2014.^[16][25] Penn avoided full exposure on the cover with the aid of a $6,000-plus Fendi bag and in a similar manner in the photo layout feature within the magazine.^[16][25] Penn was photographed by Duran.^[26] According to an E! Online report on March 5, 2014, Penn had declined a $150,000 offer to pose for the cover of Playboy.^[16][26][27]

Corporate information

The editorial offices of the magazine are located on 1219 S. La Brea Avenue in Los Angeles.^[28] In 2011, Shaw served as editor-in-chief & publisher; Rob Hill served as editor; Eric Roinestad served as art director and Rebecca Black served as director of photography.^[20] Founder Shaw publishes the magazine independently ^[12] with a staff of three people.^[17] Hill had previously served as editor of Hollywood Life magazine.^[10] Shaw and the magazine throw an annual Halloween "Trick or Treats" party.^[29]

Notes

External links

• Official Website