Somehow, advertising just seemed more charming a hundred years ago. Long before the days of pop-ups on websites and garish LCD billboards, businesses promoted themselves with delicate, artistic, finely printed cards, suitable for collecting, trading, and compiling in scrapbooks.
Wet: The Magazine of Gourmet Bathing was founded in 1976 by Leonard Koren in Venice, CA. The first issue in May/June of that year was a modest 8 ½” x 11” black and white paper pamphlet. In this issue, Koren introduces the magazine to his audience: “Wet is a magazine devoted to upgrading the quality of your bathing experience. Hopefully, in the great American tradition of Coca Cola, doggie diapers and Pet Rocks, Wet will become one of those things you never imagined you needed until you find you can’t live without it.” Early issues of Wet include articles about bathing, showering, hot tubs, personal hygiene, food, and yoga. Two of my favorite articles include "Toothpaste Ratings" in no.2(1977:Dec./Jan.) and "Frozen Dinners" in no.4(1977). Both of these articles highlight the humorous, playful, and arty attitude of the magazine.
In June 2009, Arcade was added to artlibraries.net – Virtual Catalogue for Art History. Artlibraries.net, formerly known as the Virtueller Katalog Kunstgeschichte (VKK), provides access to over 8 million bibliographic records for periodicals, conference papers, festschriften, auction catalogues, exhibition catalogues and much more.