The Goliath amongst Andreas Schmidt's artist book series including an incredible 308 pages, the gargantuan "ARTFORUM MARCH 2008 INTERNATIONAL" is also the most daring photo book he has published so far, as it contains no photographs at all.
Instead Andreas Schmidt meticulously and painstakingly re-typed all of the art advertisements, in the order they appeared in Artforum XLVI, No 7 (3/08). Choosing blank pages for the editorial content throughout, he started by omitting the original cover image taken by photographer Zoe Leonard.
First published in March 2008 in the original issue of ARTFORUM, the no less than 286 full pages of adverts (out of 392 pages in the magazine in total) were printed at a time when the (ART)-world had not experienced its cyclical financial meltdown yet.
A great number of adverts showcase the work of internationally renowned photographers/artists as diverse as Roni Horn, Sam Taylor-Wood, Michael Schmidt, Thomas Struth, Wolgang Tillmans, Robert Mappelthorpe, Larry Clarke, Martin Parr, Hellen Van Meene, Massimo Vitali, Chris Killip, Candida Höfer, Lee Friedlander and Irving Penn, creating a historic index of the public/private galleries they are supported by and supplying the reader with all the necessary contact details.
By absence of any visuals, the book underlines the simple fact that in the age of mechanical-digital reproduction no art installation, art performance, sculpture, painting or drawing could be reproduced without the use of a camera. Even more so the book engages (and frustrates?) our visual memory for the described works.
Designed democratically, the book also honours the many photographers supplying installation photographs.
Similar to the process of photography, Schmidt's treatment allowed the content of the original magazine to be frozen and it is presented in this new book in a preserved and altered state, forcing us to re-examine the role and significance of the medium of photography and art alike.
"knowingly at the opposite end of attractive publishing" Elisabeth Tonnard / artist "a prolific self-publisher exploring the very nature of books and magazines" Christopher Clary / artist "It's such a bold yet brilliant idea" Mishka Henner / artist "What a laugh!" Martin Parr / photographer / curator / supreme book collector "I'm appalled that you did this" Judy Natal / photographer "One more time you do a very clever job" Rémi Coignet / Le Monde "Andreas Schmidt brilliantly debunks the notion that expensive equals quality" Jonathan Lewis / artist "Andreas Schmidt takes the concept of the book and shakes it like a rag doll...until its head comes off. He finds truth in extremes." Jean Keller / artist "Schmidt is a master of the unexpected twist" Hatje Cantz Publishers "a superb collaborative photobook work" Harvey Benge / photographer "I'll track down your books" Alec Soth / photographer "a pleasingly disruptive photobook maker" Marc Feustel / Eyecurious
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