PRINT September 1993

ARTFORUM ’62–’79

Ars Longa, Pecunia Brevis

ARTFORUM WAS INTENDED to fill a need for public exchange among West Coast artists. We hoped to address the continuing suspicion and mistrust between artists and those who, in one way or another, support them. I was working for a printer and had an opportunity to establish a publication that might discuss both the creation and commerce of art: hence the magazine and the name Artforum. It was quickly accepted. In the beginning readers even seemed to overlook its shortcomings in order to get the exchange they needed.

At first, there was a staff of one. I wangled articles from wherever I could, gathered criticism from those who would have seen the shows anyway, did the necessary mailing and clerical work, pasted the magazine together, whatever was required. Then, after a few issues, Phil Leider (who had more to do with the growing quality of Artforum than anybody) came to work full time as

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