I like the way that our publications fall through the system but yet exist in the world.
—Thomas A. Clark, ‘An Inconspicuous Green Flower’Johanna Drucker has questioned the appealing myth of the artist's book as a ‘democratic multiple’ (Figuring 176). Books such as Ed Ruscha's Twentysix Gasoline Stations, as she explains, were ‘meant to circulate freely outside the gallery system, beyond the elite limits of an in-crowd art going audience and patrons’:
While the idea worked fine in the abstract, in reality it depended upon creating a system of distribution and upon finding an interested audience for these works which were at least as esoteric in many cases as the most obscure fine arts objects. (Figuring 176)
Thus, as a ‘multiple,’ the artist's book ‘assumes a sophisticated artworld viewer initiated into a play with conventions and their subversion which characterized much of the work of the advanced guard’ in the 1960s and 1970s (Figuring 176).
The point that Drucker raises regarding a ‘sophisticated,’ ‘esoteric’ in-crowd recalls the similar questions of specialism and exclusivity that that name ‘Jargon’ has provoked. One might accuse the poets, publishers, and artists examined in Avant-Folk of fashioning a clique of initiation via the sustained use of certain references such as pastoral, as well as through a network of self-serving friends, publishers, and collaborators. To do so, however, would miss the broader significance of such small press networks. As Simon Cutts has remarked in reference to Coracle's printed ephemera of postcards, exhibition invites, announcements, and statements, the principal concern is circulation and dissemination: ‘Sent, given away, left on public transport, sold,’ Cutts suggests, ‘it's all the same thing, a form of distribution’ (SFA 113). Writing with Colin Sackett in the context of their exhibition Repetivity: Platforms and Approaches for Publishing (2000), which showcases the work of 16 small press publishers, Cutts similarly singles out a ‘determined concern with availability’ and ‘repetition, in both the production and the distribution of publications’ as a shared impetus for a diverse range of publishers that includes Wild Hawthorn Press, Writers Forum, and Folding Landscapes (Repetivity 3).