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The Arts, Volume 1
edited by Hamilton Easter Field
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4778402The Arts, Volume 1 — Issue 7 (August-September, 1921)Hamilton Easter Field

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THE TOUCHSTONE MAGAZINE

The Arts


AUGUST-SEPTEMBER, 1921

THIRTY CENTS A COPY
THREE DOLLARS A YEAR

PUBLISHED MONTHLY DURING THE ART SEASON
AND TWICE DURING THE SUMMER

Vol. I
No. 7


HAMILTON EASTER FIELD, Editor and Publisher

EAGLE BUILDING, 305 WASHINGTON ST., BROOKLYN—NEW YORK

Entered January 14, 1921 as Second-Class Matter at Brooklyn, New York

AND AMERICAN ART STUDENT

​Page:The Arts - Volume 1.pdf/378 ​Page:The Arts - Volume 1.pdf/379
​

THE TOUCHSTONE MAGAZINE
The Arts
AND AMERICAN ART STUDENT

A JOURNAL APPEARING EVERY MONTH DURING THE ART SEASON
AND TWICE DURING THE SUMMER

Copyright, 1921, by Hamilton Easter Field.

Vol. I.
AUGUST-SEPTEMBER, 1921
No. 7


IN the life of a magazine as in the life of an individual there are days of festival, anniversaries; and with this number The Arts brings to a close its first volume. It has been our policy to share with our readers the confidences which are usually only spoken of in the editorial sanctum when the doors are closed.

Let us first talk over the question of ways and means. Has The Arts proven that it can weather the storms of financial crises? We feel that it has. There has been a loss on the seven issues of about two thousand dollars. It is less than we anticipated a year ago. There might have been no loss had it not been for the purchase of The Touchstone Magazine and American Art Student. It was fully recognized that the immediate results would be a strain on the finances of the magazine, but the benefits of the merger are already making themselves felt and the receipts from subscriptions during August were seventy per cent more than during December, 1920, our record month.

To give an idea of our progress it is well to go back to December, when thirty-six hundred copies of The Arts were published. A thousand were sent out as sample copies, and yet a month after the number was issued there were twelve hundred unsold. Of the June-July number sixty-six hundred have been sold.

With the new volume the price of single copies of The Arts will be advanced to forty cents. The expense of handling single copies is far heavier than that of handling subscriptions. There is no thought of advancing our subscription price, which is entirely adequate. The subscription price is adequate notwithstanding the fact that the seven thousand copies of The Arts cost us twenty-eight hundred dollars, an average of forty cents each. It is adequate because, should our subscriptions increase, additional copies of the magazine would cost, including the expense of handling, but twenty-four cents each. The modern magazine, moreover, lives from its advertisements and its value as an advertising medium is dependent on the subscription list.

Thanks are especially due for our success to the business houses without whose support The Arts would never have appeared. The firms who gave help when the magazine was but a project, and whose continued support has made our success possible, are The Milch Galleries, French & Co., Babcock Galleries, Newcomb Macklin & Co., George F. Of, Devoe & Raynolds Co., Arlington Galleries, Daniel Gallery, Frederick Keppel & Co., William Macbeth, Hanfstaengel Galleries, Montross Gallery, Kennedy & Co., Ehrich Galleries, Dudensing Galleries, Yamanaka & Co., C. W. Kraushaar, Wildenstein & Co., Bourgeois Galleries, Durand-Ruel, Howard Young, John Levy, and last, but not least, Knoedler & Co., who took the cover page for the year before the first number of The Arts had appeared. To these men, who had faith at the time when faith was the one thing needed, is due the success of The Arts.

Contents (not listed in original)

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