Vintage Magazine: Issue Deux

Vintage Magazine founder and editor Ivy Baer Sherman speaks on the collectible publication she calls a "portable museum" and how to translate something so tangible to the web.

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30 July 2010

In 2003, Ivy Baer Sherman visited an exhibit on a magazine called Flair that was in publication from 1950-1951 and showcased artists like Salvador Dali and Tennessee Williams in a unique publication compiled in various sizes, papers and formats. The exhibit inspired her to create her own an auxiliary platform for artists to explore their alter egos, and last November she did just that in the debut issue of Vintage Magazine. 

What was your original intent with Vintage Magazine?

The magazine itself is a place where writer’s and artists can come to hang out. Vintage is their portable museum. I try to get a sense of what they really want to do but haven’t been given the chance to do yet, let them relax and present something they love in a beautiful format.

And for the readers?

It’s a chance to explore, and everybody needs that. Something to sit down with, to take pause and enjoy, notice nuances, feel things, look at juxtapositions, textures…the beauty of what print can do.

Where do you derive inspiration for the issue or are there just artists banging down your door?

vintage magazineBanging down the door. When I was little there was a show called the Sandy Becker Show. Apparently I’m the only one who remembers this show. Sandy Becker used to have kids send in five squiggles, and he would create this whole world out it. I don’t have a plan ahead of time; I like to see what I’m going to get and then let it form.

So how much of the content reflects your own personal interest?

The content interest of others really. What others are telling me…what artists are bringing me. Then I shuffle it around. Form it.

Who reads Vintage Magazine?

Well educated people from college up. The nineteen to twenty-five group is loving it. People in Palm Beach, professors in London. Someone has a subscription in Mumbai. Libraries all over are picking it up. More boutique shops are carrying it. It’s been really interesting actually. I check my Facebook, and it has fashion and style-oriented fans all over the world.

Facebook at it’s finest.

I’ve been told this magazine is so anti-web, but there are levels and textures of a website that have yet to be explored. I’d like to use my website as a platform for that. It’s not about replicating the magazine on the web. Some art is meant to be appreciated on the web. Writing takes on a different form on the web. A sentence has a new form when it’s written on the web.

And advertising? There are rumors you’re quite secretive about Vinatage’s private financing. Eventually it has to generate revenue.

I’ve been going slow with the advertising. I think advertising can be beautiful and that needs to be embraced somehow but with dignity – a wonderful, creative feeling that I love. Advertising in this capacity then translating it on the web is a challenge. There has to be a format besides flashy banners running across – a proper way to present it.

Vintage Magazine is available at select carriers or by subscription at vintagezine.com.

Emma Dinzebach


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