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American craft presentation

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

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






Transcript

  • 1. American Craft A Review of 2008 By Andrew Heisey
  • 2. The Mission AMERICAN CRAFT magazine is navigating the converging worlds of craft, art, design, architecture and fashion, and initiating new dialogue by presenting the work of both undiscovered makers and innovative leaders to the growing audience of craft enthusiasts.
  • 3. Three Organizations - The American Craft Council Founded in1943 by Aileen Osborn Webb - The American Craft Magazine (originally titled Craft Horizons) Founded in1943 - The American Craft Museum, now The Museum of Arts & Design (Founded 1956)
  • 4. Rose Slivka
  • 5. Ads From Craft Horizons to Today
  • 6. Ads From Craft Horizons to Today
  • 7. Ads From Craft Horizons to Today
  • 8. The Editor can make the difference - Rose Slivka 1959 to 1979 Lois Moran 1980 - March 2007 - Andrew Wagner April 07 - 2009 (He came from Dwell Magazine. An Architecture Style Magazine. ) - Janet Koplos 2009 - 2010 - Current Editor Shannon Sharpe
  • 9. The Cover Change
  • 10. The Cover Change
  • 11. Double Spread Images with little body text
  • 12. June/July 2009 Andrew Wagner’s last issue
  • 13. Janet Koplos’ as editor
  • 14. Where do I Fit into this?
  • 15. Where Do I Fit? • The magazine is • It does not print reviews specifically targeting artists using craft media • The artists within the magazine tend to be • Read mainly by advanced up and coming academics and artists, big names in the professional in the crafts art world, big designers/ studios. • It is an art magazine giving reports and news about the art world.
  • 16. Where Do I Fit? • I am a causal reader of the magazine • I would love to see my work one day printed in the magazine. • The closest I’ve gotten to this, is to have the work positioned next to my work in a show published reviewing the show.
  • 17. Bibliography • American Craft Council. 2010. July 2010 <http://www.craftcouncil.org/> • American Craft Magazine. 2010. July 2010 <www.americancraftmag.org> • American Craft Magazine. Vol. 67 No. 1 - Vol. 70 No. 3 2007 - 2010. • American Craft Magazine. Vol. 39 No. 3 - Vol. 39 No. 6 1979 - 1980 • Koplos, Janet. Personal Interview. 6 July 2010 • Johnson, Ken. “Rose Slivka, 85, Writer and Champion of Crafts as Fine Arts.” New York Times. September 4, 2004. July 2010 <http://query.nytimes.com/gst/fullpage.html?res=9D07EFD61031F937A3575AC0A9629C8B63> • “New Name Reflects Interdisciplinary Nature of the Creative Process and Full Range of Museum's Collecting Activities and Programming. ” The Museum of Arts and Design. October 1, 2002. July 2010 <http://www.madmuseum.org/INFO/PressRoom/ Archived/AmericanCraftMuseumChangesitsNametoMuseumofArtsDesign.aspx>