The ideal McSweeney’s reader (or writer) lives in Brooklyn, wears interesting T-shirts, has a blog he works on in coffee shops, and knows it’s cool to oppose globalisation but uncool to go on too much about it.
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The McSweeney’s author is not above playing language games or creating work that is aware of its artificiality, although he is also careful not to let this playfulness detract from the work’s emotional impact. There is by no means a house style, but there is something that might be called the McSweeney’s tone: a buzzing, mischievous hipness, wrapped around a core of sentiment and hopefulness. This tone can be found in books by contributors such as Benjamin Kunkel, whose debut novel, Indecision, is populated by young New Yorkers who seem to have sprung from between McSweeney’s covers, or Nicole Krauss, whose second novel, The History of Love, is about a lost novel called The History of Love.
Die Sunday Times berichtet über das Dave Eggers Imperium namens McSweeney’s, „which, in less than a decade, has gone from an idiosyncratic literary magazine to a new-look publishing empire“
