6. Schwitters as Publisher
Kurt Schwitters was not just an artist and writer; he was also a typographer, publisher, and editor. In 1923, he published the first edition of his Merz magazine in Hanover in an effort to spread his ideas, promote his “Merz Art”, and build his “brand”, as well as penning texts on the topic of the artistic avant-garde. Schwitters put a great amount of effort and thought into the design of the magazines, using them as an opportunity to experiment with new fonts, printing techniques, and design tools. Some of the articles were published in French or Dutch, which was very unusual at the time. Schwitters also invited fellow artists to contribute to the magazine, including Hans Arp and El Lissitzky.
Background: During the interwar period, experimental magazines became an important medium for the avant-garde. Artists like Kurt Schwitters made use of the magazine format to disseminate revolutionary new ideas, to break free from the mould of traditional art forms, and to draw attention with their bold compositions. They experimented with eye-catching typography, wrote in several different languages, and made references to one another. Many of their magazines featured manifestos, called for a radical departure from the old order, and soon came to influence the advertising industry and commercial graphic design.