Tom Ran’s The Scout: Cool-Hunting in Brooklyn

New York has always been a Mecca for cool-seekers. And, lately, it seems like all the cool-seekers have descended on Brooklyn, looking for the next hot thing. The Scout, an online magazine started in 2008, is a notable exception to media outlets that try to exploit the latest flash-in-the-pan trends (we’re looking at you, New York Times). The Scout finds the things that are unique to New York and focuses on them in a way that makes uncommonly beautiful and interesting things accessible to readers.

“Being exposed to so many creative endeavors is inspiring,” says Editor-in-Chief Tom Ran. “For a person like myself, who is inherently searching, discovering and sharing, Brooklyn is especially conducive to [this search], and The Scout was designed to be that outlet.” Ran is aware of the perils of showcasing what’s cool in Brooklyn, though. “My hope is that Brooklyn doesn’t become a parody of itself. There’s genuine effort and ingenuity here and it would be a shame for people to shrug it off as a trend.” With outlets as carefully curated and aesthetically smart as The Scout, that seems unlikely to happen.


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