Etc. Etc.

EDWARD RUSCHA'S DEADPAN charge of redundancy on the cover of this anniversary issue reminds us that what is true for rock stars and pop artists also holds for a magazine whose identity is synonymous with vanguard culture: the onset of deep adulthood is cause less for jubilation than for dread. It’s no secret that Artforum has become something of an institution over the last three decades; Ruscha’s dig, in fact, is only the most recent in a minitradition of artists-tweaking-Artforum that dates back at least as far as John Baldessari’s 1966–68 THIS IS NOT TO BE LOOKED AT. And indeed it is not the reminder that we are an institution that lets the air out of our 30-year boast, so much as an un­dertone that seems to chide: “Is that all that Artforum is?”

Determined to answer this challenge (and despite the very real temptation to lose ourselves in the riches we discovered in virtually all of

to keep reading

Artforum print subscribers have full access to this article. If you are a subscriber, sign in below.

Not registered for Register here.

SUBSCRIBE NOW for only $50 a year—65% off the newsstand price—and get the print magazine plus full online access to this issue and our archive.*

Order the PRINT EDITION of the September 1993 issue for $17 or the ONLINE EDITION for $5.99.

* This rate applies to U.S. domestic subscriptions.