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American craft presentation

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A presentation about American Craft Magazine and its changes due to editor changes.

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  • Webb - a Wealthy philanthropist of the Arts and Craft Movement

  • Ads from the 1980’s - Many companies advertising equipment and products for the Craftsmen. Galleries and Craft schools have always advertised in the magazine.
    Today the magazine is almost exclusively galleries, schools, and artists.

    As more media specific magazines were published many of these product ads moved out of ACM.
  • Ads from the 1980’s - Many companies advertising equipment and products for the Craftsmen. Galleries and Craft schools have always advertised in the magazine.
    Today the magazine is almost exclusively galleries, schools, and artists.

    As more media specific magazines were published many of these product ads moved out of ACM.
  • Ads from the 1980’s - Many companies advertising equipment and products for the Craftsmen. Galleries and Craft schools have always advertised in the magazine.
    Today the magazine is almost exclusively galleries, schools, and artists.

    As more media specific magazines were published many of these product ads moved out of ACM.
  • Ads from the 1980’s - Many companies advertising equipment and products for the Craftsmen. Galleries and Craft schools have always advertised in the magazine.
    Today the magazine is almost exclusively galleries, schools, and artists.

    As more media specific magazines were published many of these product ads moved out of ACM.
  • American Craft Editor ......... had retired after a long 20 plus year career as Editor. The magazine had become very predictable and was loosing readership. It was thought that the magazine needed a fresh perspective to shake-up the design of the book and target a new generation of artists and try to break into popular culture. Andrew Wagner...
    -Came from Dwell Magazine.
    -He made dramatic changes to the look of the book that included different language to name the various sections of the book. Such as the “Zoom” section originally titled “Craft World” which listed all of the short blurbs about various shows and artists working throughout the US. Zoom - The name suggests faster reading to obtain more information. It’s younger sounding and Zippy.

  • This issue shows a massive change to the style of the magazine. Instead of an image of an object. There is a picture of an artists. To the cover is added a half page flap that covers half of the image to give the Mag name and featured articles.
    - According to Janet Koplos this was to create a specific look on the news stands. When the issues are stacked you see only the color rectangle. They were hopping this would make the book stand out and get picked up by the casual reader. They tried placing the magazine in new places like Whole Foods and other high end stores.
    -Cons - American Craft - cover is a French Woman and even her jewelry is not good enough to really impress a jeweler. The flap was awkward and confusing and turned out to be to costly to continue beyond a few issues.





  • Andrew Wagner emphasized images over text. In this way more people might pick-up the magazine and spend time looking and perhaps read the articles. He was marketing to the fast paste readers that don’t have time or care to read.



  • The flap is gone
    Object oriented image






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