Proposal

 

Journal: Art Quarterly, published by The Art Fund, every quarter in London. 

On opening the front page of Art Quarterly the reader is faced with the contents page and then a list of contributors to the edition. On the following page details about The Art Fund state that it is an independent membership based charity that exists to promote three main aims: 1) To promote gallery acquisitions. 2) To secure proper government funding for museums. 3) To promote the widest possible public access to works of art. From studying the last two editions of Art Quarterly it is evident that the magazine has diverse range of interests and ideas in all areas of art, historical and contemporary. This seems to cover anything from art holidays abroad, recent reviews of books to current discussions on pieces of art and exhibitions. There doesnt appear to be any particular boundary or area of interest as The Art Fund is dedicated to all areas of art. However its primary objective seems to be informing its readers about the issues and debates surrounding The Art Funds work, aims objectives as well as celebrating art as something for everyone.

From studying the contents page, of which the format is consistent from issue to issue, the magazine might be seen to split itself into three sections. These are differentiated by different sized fonts and varying degrees of boldness and colour. The first of these keeps the same article in each publication, but these vary slightly in order from issue to issue. They tend to be fairly brief articles using only one page, and typically begin with a section called Comment by David Verey, The Art Funds Chairman. Amongst other things the progress the organisation is making (important information for members). Following this, the latest art news and views are shown in Art World. The display of this is almost in the format of a newspaper with around ten different stories, each with a picture snippet displayed in a column type arrangement. Other sub- headings of this first section include Insight and Campaigns. These are always articles directly relating to current issues and debate surrounding the work of The Art Fund in relation to galleries, acquisitions and funding. The final element and possibly most important part of the first section is a summary of the latest acquisitions which members have helped to buy. In each example a large picture taking up two thirds of the page is proceded at the bottom of the page by details of cost and a brief history about the piece. This is particularly important as it shows exactly what the organisation is spending money on.

The second part of the magazine might be said to be the features, or main section found in the centre pages. The picture cover of the magazine usually refers to an article from this section. Typically there would six different essays on varied subjects by guest writers. This is the area of the magazine I am proposing to write for. Each article has its own format and these are individualised and differentiated by the contrariety in subject area but also but different use of pictures and text. Typically they are about four pages long with detailed images covering the entire page. Laid over these are a large title and an introductory blurb/ paragraph to give an idea of the content and almost act as an appetiser to lure the reader in. Quotes are used but footnotes are not. Of the six essays, two are always visit (a gallery visit) and Focus and then the other four might be said to be guest articles on different subjects. It is not untypical that there is some relevance specifically to The Art Fund or an element of the article that would be of direct interest to the organisation and its readers. For example Focus in the autumn 2006 edition Robert Goodwin anticipates the Velazquez exhibition at the National Gallery. He writes an article about the work at the exhibition but with specific relevance to a piece that was acquired by the National Gallery of Scotland with Art Fund help. This is why my proposed article seems suitable for this magazine; it refers to a current, major exhibition of an individual artist but is also directly relevant in the knowledge that two out of four major pieces in the exhibition have been helped acquired by The Art Fund.

The third and final section of the magazine, much like the first, includes more generalised information. Nine sub- headings (the same in each publication) almost all fall under the heading of other at the end of the magazine. This section includes book reviews and exhibition listings but also Noticeboard, Talks, Events, Travel (art holidays) and Using your card. On the content page these are recognised by their pink font (The Art Fund colour) and are all specifically information and events for members organised by The Art Fund.

This layout and construction of the magazine is consistent with each publication and the diversity of the articles and columns included work in a way that finds something for anyone with an interest in art. In this way Art Quarterly finds a compatibility with something that is educational and accessible to anyone but also specifically relevant to The Art Funds work and its members.

The articles in the magazine are written in a way that doesnt presume prior knowledge. Whilst being quite intellectual they are accessible to a wide audience and act as informative, educational insights into a particular subject. Robert Goodwin discusses Velazquez paintings and seventeenth century aristocrats in the autumn 2006 edition;
         The Duke of Alcala and his friends read the world in terms of symbols and signs. At the heart of that symbolic way of making sense of their world was the idea that behind the superficial reality of what one could see visually was a deeper spiritual truth that must be understood morally, a concept they called desengano, to be undeceived. Through these paintings they might hope to come closer to the moral truth hidden beneath the reality of a fast- changing world.

Whilst the proposed article doesn't necessarily view Rodins work in such a symbolic and descriptive way it will still looks to find a similar writing style. This short paragraph is written in a formal, directly communicative style and flows in a conventional essay format. Whilst being quite descriptive it is not filled with elaborate art words or phrases, yet is interesting, to the point and straightforward in structure. Writing for a magazine is not the same as writing for a book. Target audience and sales have to be considered and Art Quarterly clearly takes into account the need to advertise and celebrate art by making it as interesting, educational and insightful to as wider audience as possible. Needless to say the majority of people reading this magazine are the subscribed members but the fact that The Art Fund details are given in every edition means that they are looking to recruit new members and readers. I am not a member but have been drawn to the magazine through my interest in art. The proposed article, other than being informative and referring to a major exhibition of the year, is simply for readers to acknowledge the satisfaction and privilege The Art Fund gives to the nation by helping to acquire these works of art.   

Article

Abstract