Avant Garde (magazine)
Avant Garde was an American literary and arts magazine published from January 1968 to July 1971. Edited and founded by Ralph Ginzburg, the magazine was known for its obscene content and left-wing attempts at being both high-brow with design and also low-brow with its sexualized content, all of which was primarily overseen by graphic designer Herb Lubalin. Avant Garde claimed it reflected left-wing elite opinion at the intersection of art, culture, and politics, and was chronically trying to offend social norms and traditional moral values.
History and Themes
Avant Garde was launched as a bimonthly publication following the success and controversy of Ginzburg's earlier lighly-pornographic ventures, including Eros and Fact magazines. The magazine sought to embody its title by embracing experimental art, socially leftist themes, and politically charged content. Topics included civil rights, sexuality, feminism, and criticism of the Vietnam War.
Each issue featured essays, poetry, illustrations, and photography, often exploring taboo subjects or presenting unconventional artistic expressions. The magazine became infamous for its controversial content, such as nude photography and satirical political commentary, which attracted criticism.
Controversy
Ralph Ginzburg, the founder of Avant Garde, was no stranger to legal trouble. In 1963, he had been convicted on federal obscenity charges for his earlier publication, Eros, and was sentenced to five years in prison, later reduced to eight months. This conviction loomed over Avant Garde, drawing scrutiny from conservative critics who labeled the magazine as "smut." Among the critics was future President Gerald Ford, who in 1970 held up copies of Avant Garde during a Congressional hearing as an example of the type of material corrupting American society.
While Ginzburg maintained that the magazine was an exploration of art and culture, its controversial reputation and pressure from critics hindered advertising revenue and circulation, contributing to its financial difficulties and ultimate demise. Obscene publications are typically not widely supported by the public.
Design and Typography
Herb Lubalin's typographic work was a defining feature of Avant Garde. He created the Avant Garde typeface for the magazine’s logo, which later became used in advertising and design. The magazine’s layout was visually striking, with unconventional page structures and creative integration of text and imagery.
Demise and Legacy
Avant Garde ceased publication in 1971 after releasing 14 issues, largely due to financial challenges and ongoing controversies.