more from the
Nov/Dec 2013 issue:
the Guest Editor
In Praise of a Newsstand
by Steve Locke
Beyond the Scene & Herd Effect
by Sarah Hromack
Inside the Box
Text / Gwen Allen
By unbinding our magazine, letting it run free in its box, there's no end to our three-dimensional ideas.
In short, you don't simply read Aspen ... you hear it, hang it, feel it, fly it, even sniff it!
— Advertisement for Aspen magazine, 1968 1
Pop-Up Magazine is a live magazine, created for a stage, a screen, and a live audience. Nothing will arrive in your mailbox. Nothing will go online.
Nothing will be filmed or recorded. An issue exists for one night, in one place.
— PopUpMagazine.com, 2013 2
Pop-Up Magazine, Issue No. 6, April 25, 2012, Davies Symphony Hall, San Francisco, CA [photo: Ashleyanne Krigbaum]
We live in a time of unprecedented uncertainty about the future of print. Signs of the demise of books, magazines, and newspapers are
everywhere. Yet as surely as printed matter is dying out, it is being reincarnated—not only on the screens of our tablets and smart phones,
but in different guises altogether. Consider Pop-Up Magazine, billed as a "live magazine." Each issue consists of an evening of performances,
lectures, and screenings, staged in front of a live audience. In an age when everything is archived and incessantly posted, aggregated,
tweeted, and retweeted, Pop-Up privileges immediacy and presence. There are no recordings of the show, no YouTube videos to watch after
the fact. You have to be there.
Somewhat of a cross between This American Life and an oldfashioned variety show, Pop-Up started in 2009 in a tiny, 360-seat theater
in San Francisco's Mission District, and recently released its 9th issue to a full house of nearly 3,000 at the Davies Symphony Hall.
According to Editor-in-Chief Douglas McGray, its title was intended to suggest the interactivity and three-dimensionality of a pop-up book.3
It also inevitably, if unintentionally, references the pop-up retail craze and its manufactured aura of scarcity and ephemerality, however. Tickets to
each issue go on sale at exactly noon on a specified day and are usually sold out within minutes.4 The "articles" are based on
the model of a general interest publication such as The New Yorker, with features in such categories as arts and literature, music, sports, science, memoir, travel,
profiles, foreign affairs, etc.
Yet what makes Pop-Up a magazine is more than merely its table of contents. The word magazine, after all, stems from the Arabic makhzan,
meaning "storehouse." According to this etymology, a magazine is defined less by the nature of its contents than by its function as a container.
The fact that this repository happened to take the form of a set of bound pages for several hundred years is not necessarily, therefore, a
natural or innate feature of the magazine. So, then, what is?
Aspen, Issue No. 8, 1970-71, edited by Dan Graham [courtesy of the artist and Marian Goodman Gallery, New York / Paris]
Although the onset of the digital age has certainly intensified the current crisis of print, the roots of this predicament go back at least to
the 19th century, when the telegraph (called "the Victorian Internet" by one commentator5) and telephone were invented. At the time, some
predicted that the printed page would be abandoned in favor of the electronically transmitted word.6 Perhaps not coincidentally, it was
around this same time that the poet Stepháne Mallarmé imagined a publication that would be liberated from the traditional codex form.
Called Le Livre, it was to be a three-dimensional book with a set of mobile sections contained in boxes. Instead of being read privately by
individuals, this "Book" would be performed aloud and collectively. Le Livre was never realized in Mallarmé's lifetime, but his notes about it
were posthumously published and translated into English in the avantgarde music journal Die Reihe in the 1960s, where several American
artists came across them.7
The conceptual artist Dan Graham, for example, was fascinated by
Mallarmé's book, describing it as follows:
The linear book's "time" is enclosed, whereas Mallarmé's "Book" exists in a moment-to-moment specificity, its duration
being formally identified with the constituent group of "readers" whose presence literally informs it. Unlike the old
book, the reader does not work his way progressively through in one direction.8
Graham was not alone in his preoccupation with the possibilities of the book as a new kind of object and social space in the 1960s. At a time
when Marshall McLuhan was hailing the end of the book, Roland Barthes was declaring the death of the author, and the countercultures—including the civil rights, antiwar, gay rights, feminist, new communalist, and environmental movements—were launching widespread
social revolution, the print medium was ripe to be reinvented as a realm of radical, utopian promise. Whereas text had always had an interactive
dimension, it was no longer merely an archival medium, but being reconceived as a spatiotemporal entity in its own right, with the potential
for actions, events, and relationships.9
Artists during this period investigated the printed page as a new kind of artistic medium, experimenting with the formal and conceptual
possibilities of books and magazines. They explored the materiality of the page, emphasizing its visual form and tactility—what Graham once
called "the physicality of print."10 Perhaps no publication better represents this phenomenon than Aspen magazine. Claiming to be "the first
multi-media magazine," this quirky, implausible periodical came in a laminated cardboard box containing various unbound contents including
posters and booklets, Super 8 films, Flexi-disc records, and other objects.11 As its publisher, Phyllis Johnson, explained to readers in the
first issue, published in 1965, the magazine "need not be restricted to a bunch of pages stapled together," but could include objects such as
"blueprints, a bit of rock, wildflower seeds, tea samples, an opera libretti [sic], old newspapers, jigsaw puzzles."12
Aspen, issue no. 5+6, 1967
She named Aspen after the Colorado resort town where she was vacationing when she came up with the idea. The first few issues
catered to Aspen's wealthy, educated residents and tourists with articles on wildlife, skiing, recipes, and jazz records. This changed when
Johnson began to commission artists to design and guest-edit the magazine, however, starting with issue 3, which was assembled and overseen
by Andy Warhol. As was enthusiastically claimed in an advertisement for the publication, "Aspen gives you actual works of art!
Exactly as the artist created them. In exactly the media he created them for."13 Subsequent issues were each different, devoted to various topics
including minimalist and conceptual art, performance art, British art, art and technology, psychedelic music, and Asian art. A Buckminster
Fuller issue in which each article would unfold into a geodesic dome was planned but (fittingly, perhaps) never realized.
In obvious ways, Aspen anticipated a multimedia age of technologies, as the artist Jud Yalkut expressed in his 1968 review of the magazine:
What possibilities for the further evolution of the magazine format lay ahead in the challenges of new technologies now
opening to the artist? More films, slides, film-strips, tape recordings as well as records and tape-loops, inflatable models
and sculpture—structures may comprise a complete multimedia package with magazine "box" covers. ... In our
foreseeable future, the perfection of three-dimensional color videotape may well, in the words of Nam June Paik, make Life
magazine as obsolete as Life made Collier's.14
Yet Yalkut's hopes for the future of the magazine are shadowed by the fear that new communication technologies might in fact eventually
render it extinct. Indeed, with its cardboard-box cover, Aspen appeared markedly—and captivatingly—primitive as an example of multimedia.
It explored the communicative possibilities of the future by looking backward, serving as a reliquary for those very media—records, films,
and print—that threatened to become obsolete in an emerging digital age. Aspen's strange, hybrid format in between old and new media
speaks rather poignantly to the anxiety of print at the time—an anxiety that was all too real to magazine publishers, who watched their
profits plummet as television cut into advertising revenue.15
Aspen 5+6, a special double issue, was dedicated to Mallarmé, and, like the poet's unrealized Book, promised to transform the semantic and
social possibilities of print by stressing the temporality and interactivity of the publication. With contributors including Graham, Sol LeWitt,
Brian O'Doherty (who also served as the guest editor of the issue), Mel Bochner, Tony Smith, Marcel Duchamp, Merce Cunningham, William S.
Burroughs, Robert Rauschenberg, and John Cage, the issue presented a cross section of the New York avant-garde while stressing the transatlantic
affinities and historical precedents of this milieu. It contained films, records, and various unbound texts and artists' projects, including
a miniature cardboard sculpture that could be cut out and pasted together. Roland Barthes' famous essay "The Death of the Author" was
also first published in this historic issue, suggesting how Aspen's unusual format precipitated a "birth of the reader."16 Reading (and
watching, and listening to) the magazine was a deeply participatory experience that required the reader to activate the magazine, to bring
its mute, static contents to life.
Sadly, given Aspen's cultural significance, the magazine was forced to fold in 1971, shortly after its 10th issue, when the US Postal Service
revoked its second-class mail license. Citing criteria established by Congress in 1879, which required that periodicals be dated, numbered,
formed of printed sheets, and have consistency between issues and periodicity, the Postal Service, while admitting that the publication was
"a clever and imaginative idea," concluded that it was not a periodical. Aspen's violation of the category of the magazine, while little more than
a footnote in the history of this short-lived and relatively obscure publication, opens onto a broader set of questions that shed light on the crisis
of the magazine today.17
Advertisement for Aspen Magazine, from Evergreen Review
For in exceeding the standardized format of the periodical, Aspen not only prefigured the end of the magazine but signaled the destabilization
of this very category, suggesting its opening into an "expanded field." As Walter Benjamin recognized, this paradox is intrinsic to the
phenomenon of the outmoded more generally, whereby when a technology grows obsolete, the utopian possibilities that accompanied its invention become newly
available. Indeed, while Aspen transgresses the bureaucratic conventions of the magazine, it also prompts us to consider those
very conventions anew. As Phyllis Johnson herself stated in a letter to readers published in the first issue of Aspen, "In calling it a
'magazine,' we are harking back to the original meaning of the word as 'a storehouse, a cache, a ship laden with stores.'"18
Might Pop-Up Magazine, likewise, represent less a radical departure from the category of the magazine than a manifestation of its true
In particular, Pop-Up reflects upon the social processes—the conversations and interactions between readers—that magazines enable and perpetuate. As Jürgen
Habermas described in his classic account of the emergence of the public sphere in 18th century
Europe, the earliest periodicals fostered a participatory form of communication amid a public too large to
converse face-to-face by allowing individual readers to see themselves as part of a larger, ongoing conversation. He observes that periodicals
were "so intimately interwoven with the life of the coffee houses" that "articles were not only made the object of discussion by the public of
the coffee houses but were viewed as integral parts of this discussion."19
Habermas cites the dialog form used by many of the articles and the practice of publishing letters to the editor as evidence of the distinct
reciprocity of public discourse reinforced by these early periodicals: "One and the same discussion transposed into a different medium was
continued in order to reenter, via reading, the original conversational medium."20
With its insistence on the presence of a live audience, Pop-Up cultivates the kind of face-to-face interaction that accompanied the dawning
of the periodical. After the formal presentation of the magazine, audiences and contributors are invited to continue the conversation
informally at the lobby bars. In a sense, what happens offstage is every bit as important as what happens on it—an interpretation confirmed
by my own experience of the magazine in spring 2012, when I had occasion to attend issue 6. Thinking back on the evening, what strikes me is
how little I remember about the show itself (in much the same way, I suppose, that if I think back to a particular back issue of The New Yorker,
I might have trouble recalling specific articles). At the same time, nearly every other detail of that evening is etched in my memory. It was foggy
out, I was tired from having met a deadline the night before, and I was wearing a yellow skirt. I remember noticing the other people in line and
running into two friends while we waited for the doors to open. I remember standing around in the lobby afterward having drinks and
chatting with people. I remember where I sat during the show, and that my boyfriend had just gotten a new pair of glasses, which I tried on during
intermission and everything looked disorientingly sharp and distant. And I remember walking out into the dark, drizzly night to catch
Of course there are evenings when you simply don't remember the movie or play so much as the weather and the pleasant company. But
this was different because my heightened awareness of these ambient details was triggered by the show itself. There was a sense—which
seemed to be shared by the other audience members—that all of it mattered. That the performance didn't magically begin and end when the
curtain rose and fell, but that these were merely markers in a larger intellectual and social process—designating less a strict theatrical
boundary than a periodical—so to speak—transition from one part of the experience to another equally valid one. And this particular kind of
enhanced consciousness—which seems to be why you could call Pop-Up a magazine—surely changed the kinds of interactions and conversations
that took place in a kind of virtuous circle, contributing to the richness and significance of the event. (The fact that other issues would follow in
succession only augmented that feeling.)
The magazine encompassed all of it—the entire experience of that evening. This idea, that a publication might function less as a static volume
of information than as a prompt for ongoing events and experiences, can be traced back to artists' investigations of magazines in the
1960s and 1970s. Dan Graham, for example, went on to guest-edit issue 8 of Aspen in 1970, conceiving of the publication not so much as an object
or final product, but as an intermediary—a broker between the reader and the world, connecting the two, however temporarily. He imagined a
publication that would "[point] directly to the outside world—to products to be played (maybe records) and services to be rendered."21
That Aspen might function as an opportunity for social interaction was also neatly captured in a 1968 advertisement for the publication,
which encouraged subscribers to throw an "Aspen box party." The ad consisted of a photomontage of a stylish 60s couple posed around a
living room, enthusiastically projecting films, playing records, and unfolding the various articles, with the caption: "The Madisons have just
received their first issue of Aspen, the multi-media magazine." The ad copy urges readers to subscribe to the magazine and to "start planning
your first ASPEN Box Party." Despite the slightly gimmicky tone of this sales pitch, it gets precisely at the way in which the boxed publication
functioned less as an end than a means. What began as an experience on the page would thus necessarily extend beyond it, activating future
meanings and experiences—moments that could never be fully predicted, contained, or controlled.
Gwen Allen is associate professor at San Francisco State University, where she specializes in contemporary art, criticism, and visual culture.
She has written for publications including Artforum, Bookforum, Art Journal, and East of Borneo. She is the author of Artists' Magazines:
An Alternative Space for Art.
1. Advertisement for Aspen magazine, Evergreen Review 53 (April 1968).
2. Pop-Up Magazine, www.popupmagazine.com/about-us, accessed July 22, 2013.
3. Douglas McGray, telephone conversation with the author, July 11, 2013.
4. McGray stresses that this practice is not in any way an intentional marketing ploy but simply an unforeseen logistical consequence of the publication's
enormous popularity. And a subscription model would not really solve this problem, since subscriptions would likely sell out just as quickly; if anything,
this would further limit the potential audience, since subscription holders would monopolize successive issues. Yet it is worth asking how Pop-Up's refusal
of a subscription model changes the kind of continuity and community that magazines typically foster.
5. Tom Standage, The Victorian Internet: The Remarkable Story of the Telegraph and the Nineteenth Century's On-line Pioneers(New York: Walker & Company, 2007).
7. Gwen Allen, Artists' Magazines: An Alternative Space for Art (Cambridge and London: MIT Press, 2011), 53.
8. Dan Graham, "The Artist as Bookmaker II: The Book as Object," Arts Magazine 41, no. 8 (Summer 1967), 23.
9. For an account of the politics of artists' publications in the 1960s and 1970s, see Gwen Allen, Artists' Magazines. Also, for the history of underground press, see
Geoff Kaplan, ed., Power to the People: The Graphic Design of the Radical Press and the Rise of the Counter-Culture, 1964-1974 (Chicago: University of Chicago Press,
10. Dan Graham, interview by Mike Metz, Bomb, Winter 1994, 24.
11. For a more detailed history of Aspen, see my chapter "The Magazine as a Medium: Aspen, 1965-1971" in Artists' Magazines: An Alternative Space for Art.
12. Phyllis Johnson, Editorial. Aspen 1 (1965), n.p.
13. Advertisement for Aspen, published in Evergreen Review 76 (March 1970).
14. Jud Yalkut, "Toward an Intermedia Magazine," Arts, Summer 1968, 14.
15. See, for example, the editorial "Magazines after McLuhan," Print, July–August 1970, 19.
16. Roland Barthes, "The Death of the Author," Aspen 5+6 (Fall 1967), n.p.
17. "Aspen—Denial of Second Class Mail Privileges," dockets of US Postal Service, April 9, 1971, and August 20, 1971. See my discussion of this in Gwen Allen,
Artists' Magazines, 49, 67.
18. Phyllis Johnson, Editorial. Aspen 1 (1965), n.p.
19. Jürgen Habermas, The Structural Transformation of the Public Sphere, trans. Thomas Burger (Cambridge: MIT Press, 1989), 42.
21. Dan Graham, editorial statement for Aspen 8 (1970–1971), quoted in Gwen Allen, Artists' Magazines, 66.