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J.Crew has 2.7 million followers on Instagram, and more than 300,000 on X. But earlier this fall, it announced that it was trying to reach prospective customers the old-fashioned way: by reviving its print catalog. In 2024, everyone shops online. But in recent years, some retailers have returned to the catalog as a way to attempt to grab a bit more of shoppers’ coveted attention. People can and do scroll past the endless stream of marketing emails and digital ads on their phone. But completely ignoring a catalog that appears on your stoop or in your mailbox is tougher. Simply put, you have to pick it up, even if you are planning to throw it in the recycling bin—and brands hope that you might flip through some glossy photos along the way.

Catalogs’ heyday came before the financial crisis—but they never fully went away, and billions have been sent to American consumers every year since. The catalogs of 2024, in part a nostalgia play for those who grew up with the trend, are generally sent to targeted lists of customers who have either shopped with a brand in the past or are deemed plausible future buyers. Some retailers are maintaining what they’ve always done: Neiman Marcus, for example, continues to send a catalog, even as some of its peers have stopped. Both traditional and digital-first companies use catalogs: Amazon has issued a toy catalog since 2018. Brands have started playing with the format too, taking the concept beyond a straightforward list of products: Patagonia puts out a catalog that it calls a “bona fide journal,” featuring “stories and photographs” from contributors. Many of these catalogs don’t even include information about pricing; shoppers have to go to the website for that.

Amanda Mull, writing in The Atlantic in early 2020, foretold a new golden era of catalogs—brands at the time were becoming “more desperate to find ways to sell their stuff without tithing to the tech behemoths.” Since then, the pandemic has only turbocharged consumers’ feelings of overwhelm with online shopping. Immediate purchase is not necessarily the goal; these catalogs are aiming to build a relationship that might lead to future orders, Jonathan Zhang, a marketing professor at Colorado State University, told me. The return on investment for companies is pretty good, Zhang has found, especially because more sophisticated targeting and measurement means that brands aren’t spending time appealing to people who would never be interested (this also means that less paper is wasted than in the free-for-all mailer days, he noted).

With catalogs, brands are supplementing, not replacing, e-commerce: Zhang’s experiments with an e-commerce retailer found that over a period of six months starting in late 2020, people who received both catalogs and marketing emails from a retailer made 24 percent more purchases than those who received only the emails. A spokesperson for J.Crew told me that following the catalog relaunch, the brand saw a nearly 20 percent rise in reactivated customers, adding that this fall, 11 percent more consumers had a positive impression of the J.Crew brand compared with last year. E-commerce is the undeniable center of shopping in 2024, so brands are finding creative ways to use in-person methods to build on its success—including, as I’ve written, reimagining the brick-and-mortar store.

A well-designed catalog may appeal to some of the same sensory instincts that enchant die-hard in-person shoppers. Catalogs work especially well for certain types of products: Zhang said that “hedonic” categories of goods—luxury clothing, perfumes, vacation packages, chocolate—are some of the best fits for stories and photos in a print format. (I smile when I think of Elaine taking this type of luxury marketing to parody levels in her stint running a catalog on Seinfeld.) Zhang himself has been wooed by such a campaign: Around February of this year, he received a mailer from a cruise company (one he had never interacted with in the past). He spent a few minutes flipping through. In August, when he started thinking about planning a winter vacation for his family, he remembered the catalog and visited the company’s website. “That few minutes was long enough for me to kind of encode this information in my memory,” he said. He decided to book a trip.

The catalog has moved forward in fits and starts: 30 years ago, they were the central way to market a product directly to consumers. Then the pendulum swung hard toward online ads. Now we may start to see more of a balance between the two. Some of us would rather turn away from advertising altogether. But if brands are going to find us anyway, print catalogs could add a little more texture to the experience of commerce.

Related:

Why the Restoration Hardware catalog won’t die Stores are small now.

Here are three new stories from The Atlantic:

Pam Bondi’s comeback David Frum on a good country’s bad choice The Trump-Trumpist divide

Today’s News

A New York judge said that he would indefinitely postpone sentencing in the hush-money criminal case against President-Elect Donald Trump. Former Representative Matt Gaetz said that he will not return to Congress next year but will continue to work with the next Trump administration. Democratic Senator Bob Casey conceded the closely watched Pennsylvania Senate race to Dave McCormick last night.

Dispatches

The Books Briefing: Cher’s memoir is a valuable document of a young girl thrust into the adult world, Emma Sarappo writes. Atlantic Intelligence: Alex Reisner’s recent investigation for The Atlantic found that dialogue from tens of thousands of movies and TV shows has been harvested—without permission—by big tech companies, Damon Beres writes.

Explore all of our newsletters here.

Evening Read

Paramount Pictures

Gladiator II Is More Than Just a Spectacle

By Shirley Li

Long before “thinking about the Roman empire” became shorthand for having a hyper-fixation, Ridley Scott turned the actual Roman empire into a mainstream obsession. In 2000, the director’s sword-and-sandal blockbuster Gladiator muscled its way into becoming that year’s second-highest-grossing film, before winning the Academy Award for Best Picture and cementing its status as—I’m just guessing here—your dad’s favorite movie of all time. “Are you not entertained?!” Russell Crowe’s Maximus goaded the crowd in a memorably rousing scene. We really were: Here was an almost absurdly simple tale of revenge that Scott, via visceral fight scenes (and real tigers), turned into a maximalist epic.

For Gladiator II, now in theaters, Scott has somehow taken it a step further.

Read the full article.

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The #MeToo Cabinet The case against spinning off Chrome

Culture Break

Rob Youngson / FX

Watch. Say Nothing (streaming on Hulu) captures the struggle of separating who you are from what you fight for.

Debate. Jake Paul is an emblem of a generation starving for purpose while gorging on spectacle, Spencer Kornhaber writes.

Play our daily crossword.

Stephanie Bai contributed to this newsletter.

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Editor’s Note: Washington Week With The Atlantic is a partnership between NewsHour Productions, WETA, and The Atlantic airing every Friday on PBS stations nationwide. Check your local listings or watch full episodes here.

Matt Gaetz has withdrawn from consideration for attorney general but many of Donald Trump’s other nominees continue to draw controversy. On Washington Week With The Atlantic, panelists joined Jeffrey Goldberg to discuss Trump’s other equally improbable Cabinet choices, and what could come next for these nominees.

With the announcement of Gaetz’s withdrawal, much attention has now turned to Trump’s nominee for secretary of defense, Pete Hegseth, who, like Gaetz, also faces allegations of sexual assault. “The senators to watch on this nomination are going to be not just the national-security hawks but female Republican senators like Susan Collins and Lisa Murkowski, who are always the wild cards, but also someone like Senator Joni Ernst,” Andrew Desiderio said last night. Although Ernst has been complimentary thus far about Hegseth’s nomination, Desiderio explained, she has also been open about her support for women in combat roles, something that Hegseth has spoken out against.

As for longtime Republican lawmakers, questions still remain over how their reactions to Trump’s Cabinet picks will play out in the confirmation process. Are we going to see Mitch McConnell “lead an insurgent faction now that he’s not going to be the Senate leader?” Goldberg asked panelists last night.

“There might be a story of what he does behind closed doors compared to what you see publicly,” Zolan Kanno-Youngs said. No longer serving as the leader of his party, “he now does not need to worry about managing the factions of the Senate” and, given his past criticism of Trump, McConnell “now has the leeway to be more outspoken.”

Joining the editor in chief of The Atlantic, Jeffrey Goldberg, to discuss this and more: Laura Barrón-López, a White House correspondent for PBS NewsHour; Andrew Desiderio, a senior congressional reporter at Punchbowl News; Zolan Kanno-Youngs, a White House correspondent at The New York Times; and Ashley Parker, a senior national political correspondent for The Washington Post.

Watch the full episode here.

After Donald Trump won this month’s election, one of the first things he did was to name two unelected male plutocrats, Elon Musk and Vivek Ramaswamy, to run a new Department of Government Efficiency. The yet-to-be-created entity’s acronym, DOGE, is something of a joke—a reference to a cryptocurrency named for an internet meme involving a Shiba Inu. But its appointed task of reorganizing the federal bureaucracy and slashing its spending heralds a new political arrangement in Washington: a broligarchy, in which tremendous power is flowing to tech and finance magnates, some of whom appear indifferent or even overtly hostile to democratic tradition.

The broligarchs’ ranks also include the PayPal and Palantir co-founder Peter Thiel—Vice President–Elect J. D. Vance’s mentor, former employer, and primary financial backer—as well as venture capitalists like Marc Andreessen and David Sacks, both of whom added millions of dollars to Trump’s campaign. Musk, to be sure, is the archetype. The world’s richest man has reportedly been sitting in on the president-elect’s calls with at least three heads of foreign states: Ukraine’s Volodymyr Zelensky, Serbia’s Aleksandar Vučić, and Turkey’s Recep Tayyip Erdoğan. Musk joined Trump in welcoming Argentine President Javier Milei at Mar-a-Lago and, according to The New York Times, met privately in New York with Iran’s ambassador to the United Nations in a bid to “defuse tensions” between that country and the United States. Recently, after Musk publicly endorsed the financier Howard Lutnick for secretary of the Treasury, some in Trump’s camp were concerned that Musk was acting as a “co-president,” The Washington Post reported.

[Read: Musk’s Twitter is a blueprint for a MAGA government]

Musk doesn’t always get what he wants; Trump picked Lutnick to be secretary of commerce instead. Even so, the broligarchs’ ascendancy on both the foreign- and domestic-policy fronts has taken many observers by surprise—including me, even though I wrote last August about the broligarchs’ deepening political alignment with Trump. Though some of them have previously opposed Trump because of his immigration or tariff policies, the broligarchs share his politics of impunity: the idea that some men should be above the law. This defiant rejection of all constraint by and obligation to the societies that made them wealthy is common among the world’s ultrarich, a group whose practices and norms I have studied for nearly two decades. Trump has exemplified this ethos, up to the present moment: He is currently in violation of a law—which he signed into effect during his first term—requiring incoming presidents to agree to an ethics pledge.

Trump—who infamously said of sexual assault, “When you’re a star, they let you do it”—cites his celebrity as a basis for his elevation above the law. Many broligarchs also see themselves as exceptional beings, but arrived at that view through a different path: via science fiction, fantasy literature, and comic books. Ideas from these genres have long pervaded Silicon Valley culture; last year, Andreessen published a manifesto calling for “Becoming Technological Supermen,” defined by embarking on a “Hero’s Journey” and “conquering dragons.”

Superhero narratives also appear to inform many of Musk’s more eccentric political views, including his reported belief that the superintelligent have a duty to reproduce, and may help explain why in September he reposted a claim that “a Republic of high status males” would be superior to our current democracy. Last week, Musk likened Matt Gaetz, Trump’s then-nominee for attorney general, to Judge Dredd, a dystopian comic-book character authorized to conduct summary executions. Musk seems to have meant this as a compliment. He described Gaetz—who, until his resignation from the House, was under a congressional investigation in connection with an alleged sex-trafficking scheme—as “our Hammer of Justice.”

[Read: What Elon Musk really wants]

Whatever its source, the broligarchs’ sense of their innate superiority has led many of them to positions on taxation quite similar to Trump’s. In 2016, the Republican presidential nominee bragged about avoiding tax payments for years—“That makes me smart,” he crowed from the debate stage. The broligarchs have quietly liberated themselves from one of the only certainties in life. As ProPublica reported in 2021, Musk paid zero federal income taxes in 2018 and a de facto tax rate of 3.3 percent from 2014 to 2018, during which his wealth grew by $13.9 billion. Thiel used a government program intended to expand retirement savings by middle-class Americans to amass $5 billion in capital-gains income, completely tax-free. The Trump-friendly broligarchs’ political ascendancy turns the rallying cry of the Boston Tea Party on its head, achieving representation with minimal taxation.

In their hostility to taxation and regulation, the men who rule Wall Street and Silicon Valley resemble earlier generations of wealthy capitalists who enjoyed outsize influence on American politics. Even some tech barons who supported Kamala Harris clamored for the firing of Federal Trade Commission Chair Lina Khan, who favors vigorous antitrust enforcement. But the broligarchs are distinct from old-school American oligarchs in one key respect: Their political vision seeks to undermine the nation-state system globally. Musk, among others, has set his sights on the privatization and colonization of space with little or no government involvement. Thiel and Andreessen have invested heavily in creating alternatives to the nation-state here on Earth, including libertarian colonies with minimal taxation. One such colony is up and running in Honduras; Thiel has also invested in efforts to create artificial islands and other autonomous communities to serve as new outposts for private governance. “The nature of government is about to change at a very fundamental level,” Thiel said of these initiatives in 2008.

Cryptocurrency is the financial engine of the broligarchs’ political project. For centuries, states have been defined by two monopolies: first, on the legitimate use of coercive force (as by the military and the police); and second, on control of the money supply. Today’s broligarchs have long sought to weaken government control of global finance. Thiel notes in his 2014 book, Zero to One, that when he, Musk, and others started PayPal, it “had a suitably grand mission … We wanted to create a new internet currency to replace the U.S. dollar.” If broligarchs succeed in making cryptocurrency a major competitor to or replacement for the dollar, the effects could be enormous. The American currency is also the world’s reserve currency—a global medium of exchange. This has contributed to U.S. economic dominance in the world for 80 years and gives Washington greater latitude to use financial and economic pressure as an alternative to military action.

[Read: What to expect from Elon Musk’s government makeover]

Undercutting the dollar could enrich broligarchs who hold considerable amounts of wealth in cryptocurrencies, but would also weaken the United States and likely destabilize the world economy. Yet Trump—despite his pledge to “Make America great again” and his previous claims that crypto was a “scam” against the dollar—now seems fully on board with the broligarchs’ agenda. Signaling this alignment during his campaign, Trump gave the keynote speech at a crypto conference last July; he later pledged to make crypto a centerpiece of American monetary policy via purchase of a strategic bitcoin reserve. The day after the election, one crypto advocate posted on X, “We have a #Bitcoin president.” The incoming administration is reportedly vetting candidates for the role of “crypto czar.”

If American economic and political dominance recedes, the country’s wealthiest men may be well positioned to fill and profit from the power vacuum that results. But is a weakened country, greater global instability, and rule by a wealthy few really what voters wanted when they chose Trump?

Musk spent millions of dollars to support Trump’s campaign and promoted it on X. He’s now doing everything he can to capitalize on Trump’s victory and maximize his own power—to the point of siccing his X followers on obscure individual government officials. Some evidence, including Axios’s recent focus-group study of swing voters, suggests that Americans may already feel queasy about the influence of the broligarchs. “I didn’t vote for him,” one participant said of Musk. “I don't know what his ultimate agenda would be for having that type of access.” Another voter added, “There’s nothing, in my opinion, in Elon Musk’s history that shows that he’s got the best interest of the country or its citizens in mind.” Even so, we can expect him and his fellow broligarchs to extend their influence as far as they can for as long as Trump lets them.

This is an edition of The Atlantic Daily, a newsletter that guides you through the biggest stories of the day, helps you discover new ideas, and recommends the best in culture. Sign up for it here.

In the almost three weeks since his victory in the presidential election, Donald Trump has more or less completed nominations for his Cabinet, and he and his surrogates have made a flurry of announcements. The president-elect and his team have spent much of November baiting and trolling their opponents while throwing red meat to the MAGA faithful. (Trump, for example, has appointed Elon Musk and Vivek Ramaswamy to a nonexistent “Department of Government Efficiency,” an office whose acronym is a play on a jokey crypto currency.) And though some of Trump’s nominees have been relatively reasonable choices, in recent days Trump has put forward a handful of manifestly unqualified and even dangerous picks, reiterated his grandiose plans for his first days in office, and promised to punish his enemies.

We’ve seen this before. As I warned this past April, stunning his opponents with more outrages than they can handle is a classic Trump tactic:

By overwhelming people with the sheer volume and vulgarity of his antics, Trump and his team are trying to burn out the part of our brains that can discern truth from fiction, right from wrong, good from evil … Trump isn’t worried that all of this will cause voters to have a kind of mental meltdown: He’s counting on it. He needs ordinary citizens to become so mired in moral chaos and so cognitively paralyzed that they are unable to comprehend the disasters that would ensue if he returns to the White House.

Neither the voters nor the members of the U.S. Senate, however, should fall for it this time. Professor Timothy Snyder of Yale University has written that the most important way to resist a rising authoritarian regime is not to “obey in advance”—that is, changing our behavior in ways we think might conform to the demands of the new ruling group. That’s good advice, but I might add a corollary here: People should not panic and exhaust themselves in advance, either.

In practice, this means setting priorities—mine are the preservation of democracy and national security—and conserving mental energy and political effort to concentrate on those issues and Trump’s plans for them. It’s important to bear in mind as well that Trump will not take the oath of office for another two months. (Such oaths do not matter to him, but he cannot grab the machinery of government without it.) If citizens and their representatives react to every moment of trollery over the coming weeks, they will be exhausted by Inauguration Day.

Trump will now dominate the news cycle almost every day with some new smoke bomb that is meant to distract from his attempts to stock the government with a strange conglomeration of nihilistic opportunists and self-styled revolutionaries. He will propose plans that he has no real hope of accomplishing quickly, while trying to build an aura of inevitability and omnipotence around himself. (His vow to begin mass deportations on his first day, for example, is a logistical impossibility, unless by mass he means “slightly more than usual.” He may be able to set in motion some sort of planning on day one, but he has no way to execute a large-scale operation yet, and it will be some time before he has anywhere to put so many people marked for deportation.)

The attempt to build Trump into some kind of unstoppable political kaiju is nonsense, as the hapless Matt Gaetz just found out. For all of Trump’s bullying and bluster, Gaetz’s nomination bid was over in a matter of days. Two of Trump’s other nominations—Pete Hegseth for defense secretary and Tulsi Gabbard for director of national intelligence—might be in similar trouble as various Republicans begin to show doubts about them.

Senator James Risch, for example, a hard-right conservative from deep-red Idaho and the ranking Republican on the Senate Foreign Relations Committee, declined over the weekend to offer the kind of ritualistic support for Hegseth and Gabbard that Trump expects from the GOP. “Ask me this question again after the hearings,” Risch said on Saturday. “These appointments by the president are constrained by the advice and consent of the Senate. The Senate takes that seriously, and we vet these.”

What Risch seems to be saying—at least I hope, anyway—is that it’s all fun and games until national security is involved, and then people have to get serious about what’s at stake. The Senate isn’t a Trump rally, and the Defense Department isn’t a backdrop for a segment on Fox & Friends.

Similar thinking may have led to Scott Bessent as Trump’s nominee to run the Treasury. Bessent would have been an ordinary pick in any other administration, but in Trump World, it’s noteworthy that a standard-issue hedge-fund leader—and a man who once worked for George Soros, of all people—just edged out the more radical Trump loyalist Howard Lutnick, who has been relegated to Commerce, a far less powerful department. Culture warring, it seems, matters less to some of Team Trump when real money is involved.

None of this is a case for complacency. Hegseth and Gabbard could still end up winning confirmation. The anti-vaxxer Robert F. Kennedy Jr. could take over at the Department of Health and Human Services. Meanwhile, reports have also emerged that Trump may move Kash Patel—the very embodiment of the mercenary loyalist who will execute any and every Trump order—into a senior job at the FBI or the Department of Justice, a move that would raise urgent questions about American civil liberties.

But Trump cannot simply will things into existence. Yes, “the people have spoken,” but it was a narrow win, and Trump again seems to have fallen short of gaining 50 percent of the popular vote. Just as Democrats have had to learn that running up big margins in California does not win the presidency, Republicans are finding yet again that electoral votes are not the same thing as a popular mandate. The Senate Republican conference is rife with cowards, but only a small handful of principled GOP senators are needed to stop some of Trump’s worst nominees.

The other reality is that Trump has already accomplished the one thing he really cared about: staying out of jail. Today, Special Counsel Jack Smith moved to dismiss the January 6–related case against him. So be it; if enough voters have decided they can live with a convicted felon in the White House, there’s nothing the rest of us can do about that.

But Trump returning to office does not mean he can rule by fiat. If his opponents react to every piece of bait he throws in front of them, they will lose their bearings. And even some of Trump’s voters—at least those outside the MAGA personality cult—might not have expected this kind of irresponsible trolling. If these Republican voters want to hold Trump accountable for the promises he made to them during the campaign, they’ll have to keep their heads rather than get caught up in Trump’s daily dramas.

Allow me to add one piece of personal advice for the upcoming holiday: None of the things Trump is trying to do will happen before the end of the week. So for Thanksgiving, give yourself a break. Remember the great privilege and blessing it is to be an American, and have faith in the American Constitution and the freedoms safeguarded within it. If your Uncle Ned shows up and still wants to argue about how the election was stolen from Trump four years ago, my advice is the same as it’s been for every holiday: Tell him he’s wrong, that you love him anyway, that you’re not having this conversation today, and to pass the potatoes.

Related:

Pam Bondi’s comeback Another theory of the Trump movement

Here are three new stories from The Atlantic:

Revenge of the COVID contrarians The end of the quest for justice for January 6 Caitlin Flanagan on the Democrats’ billionaire mistake

Today’s News

Special Counsel Jack Smith filed motions to drop the federal election-subversion and classified-documents cases against Trump, citing a Justice Department rule against prosecuting sitting presidents. A California judge delayed the resentencing date for Lyle and Erik Menendez, the brothers imprisoned for killing their parents in 1989, to give the new Los Angeles County district attorney more time to review the case. The Israeli cabinet will vote tomorrow on a proposed cease-fire deal with Hezbollah, which is expected to pass, according to a spokesperson for Israeli Prime Minister Benjamin Netanyahu. The Israeli ambassador to the U.S. said on Israeli Army Radio that an agreement could be reached “within days” but that there remain “points to finalize.”

Dispatches

The Weekly Planet: Climate negotiations at COP29 ended in a $300 billion deal that mostly showed how far the world is from facing climate change’s real dangers, Zoë Schlanger argues. The Wonder Reader: One of the most humbling parts of being alive is realizing that you might need to reconsider some long-held habits, Isabel Fattal writes.

Explore all of our newsletters here.

Evening Read

Illustration by The Atlantic. Source: Getty.

Everyone Agrees Americans Aren’t Healthy

By Nicholas Florko

Robert F. Kennedy Jr. is wrong about a lot of things in public health. Vaccines don’t cause autism. Raw milk is more dangerous than pasteurized milk. And cellphones haven’t been shown to cause brain cancer. But the basic idea behind his effort to “Make America Healthy Again” is correct: America is not healthy, and our current system has not fixed the problem.

Read the full article.

More From The Atlantic

“Dear Therapist”: No one wants to host my in-laws for the holidays. The right has a Bluesky problem. The leak scandal roiling Israel What the broligarchs want from Trump

Culture Break

Everett

Watch. Every generation has an Oz story, but Wicked is the retelling that best captures what makes L. Frank Baum’s world sing, Allegra Rosenberg writes.

Try out. Group fitness classes aren’t just about exercise—they’re also a ridiculous, perfect way to make friends, Mikala Jamison writes.

Play our daily crossword.

P.S.

I often tell people to unplug from the news. (Hey, I get paid to have opinions about national events, and yet I make sure to stop watching the news now and then too.) If you’d like a break that will not only get you off the doom treadmill but refresh and recharge you, allow me to suggest binge-watching the new Ted Danson series on Netflix, A Man on the Inside. It’s charming and funny, and it might bring a tear to your eye in between some laughs.

Danson plays a recently widowed retired professor who takes a job with a private investigator as the “inside man” at a senior-citizen residence in San Francisco. (As someone who watched the debut of Cheers 42 years ago, I feel like I’ve been growing old along with Danson through his many shows, and this might be his best role.) He’s tracking down a theft, but the crime isn’t all that interesting, nor is it really the point of the show: Rather, A Man on the Inside is about family, friends, love, and death.

My wife and I sometimes found the show almost too hard to watch, because we have both had parents in assisted living and memory-care settings. But A Man on the Inside never hurts—it has too much compassion (and gentle, well-placed humor) to let aging become caricatured as nothing but tragedy and loss. It is a show for and about families, just when we need something we can all watch over the holidays.

— Tom

Stephanie Bai contributed to this newsletter.

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