Innovation in Book Publishing
by xinit • 11/21/2005 • art, geek, humor, insanity, life • 0 Comments
I’ve often been tempted by McSweeney’s very odd journals; at least since they released that issue with the soundtrack by They Might Be Giants. It wasn’t until issue 17 that I finally made the jump and bought it; it’s brilliant, and it feels like something of a mystery; like there’s something that can be learned from this pile of clues…
From the McSweeney’s Store description of issue 17:
“Issue 17 is not an ordinary issue of McSweeney’s. It is, however, an ordinary-looking bundle of mail, stacked and rubber-banded, containing the usual items: a recent issue of Yeti Researcher; a large envelope, called Envelope, containing fine oversized reproductions of new art; a sausage-basket catalog; a flyer for slashed prices on garments that are worn by more than one person at a time; a new magazine of experimental fiction called Unfamiliar; a couple letters… the usual. This might be the strangest and most pleasure-giving issue yet.”
One of the envelopes in the package starts off with a Nigerian scam letter “appeal for aid” and is followed by the rough looking manuscript for a story entitled Good As Gold. There’s an envelope, aptly named Envelope which promises to become a periodical in the future if there is enough interest expressed. The envelope is stuffed full of a variety of cute, amusing, and bizarre artworks, and you can rest assured that none of it was tested on animals; only on orphans, who apparently don’t have an organisation dedicated to their preservation.
“This is called Envelope. Envelope is a prospective periodical. The idea is that subscribers to Envelope, four or six times a year, would receive an envelope, an in this envelope would be between 8 and 20 high-wuality reproductions of very new art works.” — Envelope
The web page at the above address promises to have content in the future, but does offer up some poor soul’s email address for questions… so, if anyone wants to know anything, drop Heidi a message and maybe she’ll be able to tell you things such as why the sky is blue or if fish dream. Or, you could simply tell her how much you like the idea of getting an envelope full of random art prints (suitable for framing of course) like the ones I photographed as part of documenting the experience of opening this assortment of mail.
When I’m done reading this collection of junk mail from McSweeney’s, I’m not entirely sure how to store it… loose papers and such. I think I’ll have to put it all in a bigger envelope; a Meta McSweeney’s Envelope if you will. I really enjoy the format of this issue, and would almost want it to continue as its own quarterly… it reminds me of the whole ‘zine ethic of cramming a whole lot of different things into an envelope; stickers, candy, posters, etc… and sending it off.
I have more pictures of the issue that can be found in my photo gallery, and am a particular fan of the printed cardboard backing board that they’ve made functional for future use as a Citizen’s Insertable Swiftness Manifest that you can make use of next time you need to fly within the United States.
