I searched high and low for an online version of the article in
PAPER mag to post but I guess you will have to pick up a copy. The issue is all on "the other side" of LA...the side that you might not associate with at first - a more "NY/hipster side" to LA. Anyway, the article worth reading is an interview with some of the founders/editors of LA's growing number of art magazines. Here are a few good excerpts:
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"Los Angeles has become the epicenter for a seismic shift in American art magazines. Fresh, fanatical and fantastically informal, the way Angelenos look at visual culture, package it and (unbelievably) even find a way to sell it represents the crucial antithesis of everything stodgy, pretentious, elitist and, well, arty with which the publishing industry in New York has managed to alienate so many potential art lovers..."
Carlo McCormick (editor of PAPER): "There's a real difference between the sensibilities of art magazines in NY, like Artforum, Art in America and ARTnews, and those in LA. Is that something you're conscious of?"
Shepard Fairey (Co-founder/director of Swindle): "We don't really call Swindle an art magazine. We use the all-encompassing term "lifestyle magazine," but the kind of lifestyle we are trying to promote is definitely and art-heavy lifestyle. We don't take art as seriously as Artforum, or keep our audience as elite or narrow. One of the things that we really believe is that however someone can live a creative life, whether they have to paint on the side and work as a graphic designer or work for a clothing company, they deserve to have some exposure..."
Tracey Forman-Snyder (manager Arkitip): "...You don't have to have a MFA to contribute [to the magazine]."
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The article goes on about some other interesting points like about not covering the giant art events like the Warhol retrospective because other mags will already be covering it. When I read this this morning I thought, "this is great...someone else is noticing those alternative art mags for being a good source of arty, very current, often underground info and stories!" I have honestly tried to sit down and read Artforum and even Art in America but they just seem like wordy, art-talk - the kind that makes it difficult to respond to. Some mags are just meant for sitting on your coffee table to impress your friends with or a good source of pics for bathroom reading!