Fact: On October 28, 1970, the first issue of Avalanche Magazine was out on the newsstands. Eastern News. Inc. was the US distributor; Miller Printing, then on West 19th Street, was the printer, The print run was 5000 of which Eastern News took 3000 copies. There is an Avalanche online index created by Amy Ballmer at http://wp.lehman.edu/avalanche. Thank you Amy! Amy did this on her own initiative, in the tradition of Avalanche which was also done on our initiative with sweat equity in lieu of kickstarter funds, which didn't exist then.
Technology was minimal.. A Smith Corona electric portable typewriter seemed quite adequate for typing manuscripts and a Sony TR 40 for recording interviews. At Gramercy Park where we edited the first few issues we had no TV until Van Schley gave us his wooden Setchell Carlson black & white monitor, which sat proudly on the floor and functioned as a light source with the sound off when we moved to 93 Grand Street. You could also patch in a Sony half-inch camera into the back which was how I started making videos. Willoughby had a Super 8 camera which he took when we went upstate but I don't think he used it in New York City.
The start-up and first few years of Avalanche are well-documented in a booklet by LB & WS dowmloadable as a PDF from the index website; for researchers, there'are also quite a few historical specifics in the reminiscence of Willoughby I wrote for Artforum in March 2009 on a sadder occasion.
October 28, 1970 was a happy occasion. Willoughby took a stack of copies to the Cologne Book Fair in Germany. The first issue was nearly two years in production, but this is not unusual for new magazines, Willoughby was so happy with the first issue, in fact, that he said we didn't need to publish any more. I said, a magazine is a serial creature that is published at intervals, regular or irregular. Besides, we had already foreshadowed the second issue with an article on body works, as they were called then, in the first issue. We called it a "pre-critical" survey because of course Avalanche was founded as an alternative in apposition to criticism. To provide source material by artists themselves. So the survey , like the Rumbles news section, was very detailed and informationally descriptive. it was the only such survey in the thirteen issues.The second issue could very well have been our last issue because
it expanded so much that it was about to explode.
it expanded so much that it was about to explode.