The Matches
A Reintroduction
Hello,
Welcome back to The Pioneer. A little over a week ago, I mentioned there’d be a few changes coming to this publication. But instead of jumping in head first, I thought I’d first explain what the hell this will be moving forward.
First off, just in case you missed this from last week ^ , I’ve dropped the newsletter from the title. Don’t worry, this is still inherently a newsletter. You’ll receive it in your inbox just as you always have. But as this newsletter, fuck…I mean, as this publication begins its second year of existence, my hope is to bridge the gap between the ivory tower of your inbox and the filthy streets of Substack. This means making the writing a little more discoverable. I realize this is quite lame. Frankly, I feel like the cops shutting down the greatest and most exclusive party that’s ever existed. Trust me, I know this. But it was time to put this thing out in the open. Get discovered. Get a book deal. Get sued for libel. Compete on The Masked Singer. Retire in Phoenix for tax purposes.
I’m sure some of you didn’t even realize The Pioneer was always available on the internet. Well, it is. Always has been. In fact, you can google the pioneer newsletter…FUCK…I meant you can google the pioneer and hopefully, every one of these editions will pop up instantly. It’s probably more convenient to read it in your email but just so you know, I’m online.
And I want you to know I’m online. I want everyone to know online. Badly. So badly, that with the help of Danica Patrick and the rest of the GoDaddy family, I went ahead and purchased the domain thepioneer.online. That’s right. Click it. It’ll take you to The Pioneer…online.
So anyway, I dropped the newsletter and bought a domain. What else? Look up. No, not beyond your screen. Do NOT look away from that screen. The city bus hurling towards you will understand. Just look up slightly above “Hi everyone”. You should see a brand new logo. Finally, The Pioneer has a visual identity. I took a lot of time to decide what that would be. I took my branding quite seriously. Don taught me it’s what makes the world go ‘round so it was about damn time I started taking it seriously.
And here it is…So why the matches?
Well, I’ve always been enamored by matches. Matches are fad-proof. Evolution proof. Recession proof. SkyMall/Sharper Image/Brookstone proof. Nobody, has figured out how to improve upon matches. Lighters come and go. Flint is damn near rare and inconvenient. But matches? Just in case the power goes out, you’ll keep them in your miscellaneous drawer forever. You take a pack when offered and you never consider throwing them out. Matches do not change and because of that, what we put on them constantly does. They are a canvas for our changing culture. Tangible bookmarks, signifying long and short stops, in one’s life’s story. So, I ripped off the Swinger’s poster and put a box of matches in my logo.
Because this publication has essentially always been about matches. It’s been about the 501 jean. The mouse trap. The 24-hour Greek diner. Oceans Twelve, of course. And hell, the miscellaneous drawer while we’re at it. I enjoy writing about whatever’s worth holding onto as we inevitably evolve, advance, and forget how to parallel park. It only felt right, deep in my loins, to let you know this is exactly what The Pioneer will be about moving forward. So when you’re inevitably stopped on the street and asked what the hell The Pioneer is, you can say…
Each week I’ll identify a person, place, or thing that is worth taking with us into the brave new world ahead. Together we’ll discover where to eat, imbibe, socialize, and venture on like the true pioneers we can be. Just maybe, rediscovering the matchbooks that are hiding in plain sight.
Oh, and we’re going weekly once again. Expect a new piece every Tuesday morning.
In your inbox AND on the internet. Scream it from the rooftops. The Pioneer is online! You can find it at thepioneer.online! Finally, I thought it’d be best to start writing under my real name. Because such as Carrie Bradshaw’s, I want it on the side of a bus. A bus that’s hurling straight towards you because for the love of god - never look up while you’re reading The Pioneer. Not The Pioneer Newsletter. But just The Pioneer. An email chain turned newsletter, now turned fully formed publication about the discovery and rediscovery of forgotten territory and culture. Both reminiscing and striving for more, for better, but with the attitude that what has come before shall be remembered and pioneered once again. All while we’re online. At…
See you next Tuesday.
Matt
The Wagon Train is leaving the station folks -- get on board or get left behind in old media
Sincerely,
A measly pilgrim
Per usual, I love it. Actually, matches have been improved upon. There are the long ones that you can use to light a gas fireplace, say, so you don't singe your hair. I hope this is a good metaphor for your getting better reach via the internet.
MOM