" To Truly Understand the Past, Pick Up an Old Magazine" - Brian Dillon in the New York Times writing about the way that reading old magazines (his examples are a 1984 issue of The Face and a 1965 issue of Vogue) immerses you in history in a way that dissolves the inherited and calcified ideas of what a decade or epoch was actually like. It's a battle between "edits" - the original selective version of the then-present as captured in that issue of the magazine, versus the edited-down version of the era that comes down to us through a gradual winnowing into hardened cliches and stereotypes, stage after stage of nostalgic retrospection and generalization.
"What surprises me now in the pages of The Face: There are just the tiniest hints of the British miners’ strike and the swelling unemployment that are convulsing the country politically. And not a single mention yet of AIDS; in a Wrangler ad, a model’s speech bubble announces, oblivious: “I’m Positive.” In these magazine pages, it both is and is not the 1984 of my memory."
Dillon describes the way that everything about a vintage magazine - not just the obviously notable, signs-of-the-time identifying articles, but the adverts, graphics, listings, etc - is like a plunge into the (almost) raw material of an epoch.
"When research takes me offline to libraries and archives, or (better) into the depths of a dusty eBay find, I can’t stop at the magazine or journal pages I was looking for; I want to read everything, from masthead to classifieds. Old magazines are cheap time machines, archaeologies of collective desire."
This is where my head has been at for a while now - at a certain point, I got far more excited by and interesting in gathering up ancient print music magazines than old records. Here's something I wrote in an essay for The Wire around the time Retromania was first published:
"Shopping
for secondhand vinyl: I can’t be alone in too often chancing on an intriguing
record and then being halted just shy of purchase by the thought: “Hmmm, I can
probably find this on the Internet for free... save myself $15... do I really
need another record cluttering up the house?” Digiculture has here damaged a
multifaceted set of pleasures: the thrill of the hunt, the risk of taking a
punt, the tactile delight of ownership.
"Curiously, revealingly, my crate-digging lust is shifting to another analogue-era object of desire: the vintage music magazine. Now and then on a blog you’ll come across a download link to a zipped file of scanned pages from an obscure fanzine or periodical, but for the most part these yellowing bundles of ink and paper have yet to undergo the fate of dematerialisation/dissemination that’s befallen almost the entirety of recorded music. Part of the sudden allure of old magazines is, I’m sure, that they retain a scarcity value that records have forfeited (at least in terms of pure sonic information: the physical records obviously retain potent fetish appeal in terms of packaging, the period flavour of the design and the label, etc).
"But there is also a more elevated aspect to the attraction. Packed with uncommon knowledge, these vintage magazines provide the kind of information that’s hard to find on the internet owing to the particular way its archiving system is structured. Online, you can uncover a vast amount about an artist in terms of diachronic trajectory (discography, biographical arc). Much harder to reconstruct is the synchronic context: what was going on at the precise moment in time of a record’s release, whether in terms of the genre in which the group operated, the general state of music culture, or the political and social backdrop. A musty, yellowing 1970s copy of NME or Melody Maker, Creem or Let It Rock, is a precious capsule of circumstantial evidence: reviews and features about contemporaneous groups, but also record company adverts and the graphic design and typography, which ooze period vibe. You can’t fully understand the impact of glam rock without a sense of how drab and style-less regular rock groups looked then, of how visually depleted the whole media environment was. Likewise, the stark angular minimalism of post-punk groups and record covers derived its salient edge from juxtaposition with scruffy Old Wave and Stiff-style pub rock.
A time-slice of history, stubbornly analogue, the vintage music magazine in some sense resists the decontextualising vortex that is netculture, that endless end of history that never stops churning. "
Actually, nowadays you can find a lot of whole issues of vintage magazines in pdf or online form - there's a list of repositories in the side bar of my own vintage music writing blog Pantheon.
Dillon again:
"Carry on reading, however, past famous names and images that seem most of their time, and you find the past does not look or sound as you imagined or recalled.... Of course, you might come away from such pages smirking at the fashions, assumptions and ambitions of the past — or with a nostalgic ache for its objects, textures or habits of speech. But also a sense that the past is never the past of present cliché, any more than our present is purely itself, entirely made of the self-celebrating now."
