Artforum Advertisements
With the expansion of the artworld in the 1980s and 90s, art magazines became an increasingly important tool to reach global audiences. Artforum, with its high international circulation, quality printing and paper, and distinctive 10 ½ x 10 ½ square format, was particularly popular among galleries wanting to advertise. The word “branding” had entered the art world’s vocabulary and galleries and artists wanted uncommon, attention-grabbing ads that could stand out amidst the profusion of ads now found in hefty art magazines containing hundreds of pages.
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