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The BIG Blog

Re-launching a Legacy: THE Magazine Turns 25.

By July 6, 2017February 12th, 2021No Comments

Not every client I work with is looking to start a new endeavor. Sometimes businesses need a fresh infusion of ideas or priorities. Lauren Tresp came to me nearly a year after buying well known local Santa Fe arts publication, THE Magazine. With a multi-page list of ideas and ways to improve the already established business, new publisher and editor Lauren, wanted to think through the priorities that would lead her to re-launch THE Magazine as a contemporary arts hub for New Mexico. Over the course of several months, we prioritized her business plan, set goals, and worked with her small staff to share the new direction. In additional meetings, Lauren shared her plans with community leaders who gave critical input on the arts economy and how THE Magazine could lead the way as the contemporary arts hub. Getting staff and influential community leaders onboard with the new business plan was a crucial step in the plan to re-launch the publication. Now, THE Magazine is re-launching with a fresh website, a new look in print, and a way forward to lead in the Southwest contemporary arts world.

Here’s a message from Lauren Tresp from the current THE newsletter:

“In July of 1992, Guy and Judith Cross published the very first issue of THE Magazine. In their opening letter in Vol. I, No. I, they wrote, “Santa Fe is acknowledged as one of the art centers of the world. Perhaps it’s time for our city to turn around, look at itself, re-evaluate its role in the arts, and take on the responsibility of being an art center, with not only serious intent, but with courage, intelligence, and humor.” Over the last twenty-five years, THE Magazine has provided creative, critical writing in pursuit of these goals. To date, THE has published over 250 issues including over 200 artist profiles, over 1,200 critical reviews, and thousands of articles in between.

 THE July issue is hitting the streets in Santa Fe, Albuquerque, and Taos today, and will appear on our new website when it launches on Saturday, July 8, 5-8 pm, at THE’s Web Launch & 25th Anniversary Party at form & concept gallery. Please join us for a public celebration of this milestone over drinks by Duel Brewing, a nacho bar by Taco Foundation, and tunes by DJ Ginger.

 At the event, we will also debut THE Print Series, a series of limited edition fine art prints by local and regional artists. The first print is by Luke Dorman, the first artist to participate in our new Printed Page series (May, June, July 2016), and we will raffle off one print to one lucky party-goer! I look forward to seeing you there.

It’s easy to love your clients when they are excited and driven to be successful. It’s even easier to love them when they take their ideas to fruition and success that benefit an economic sector like the arts.  New Mexico depends on its creative and arts economy to grow good local jobs and enrich our culture and heritage. THE Magazine is now a strong voice for contemporary arts and one we can look to proudly in New Mexico.

Congrats, Lauren and the team at THE Magazine!