Plenty of the MagCloud efforts are vanity projects or high-end brochures, but many others are surprisingly interesting, gorgeous, niche magazines — Mormon Artist, San Louie, Stranded, to name a few — that would not look out of place at Barnes & Noble.

Somebody pinch me. (I should add that this is our second mention in the NYT — the first was in March 2009 — and TIME also mentioned us just over a year ago.)

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