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For your amusement, please note that the cover price of ARTnews then was all of $1.25. (This was, believe it or not, the Artforum of its time.) The full-color cover is a detail from Benjamin West's Death of Gen. Wolfe, 1770. The first three pages have full-page ads for Liquitex, Christie's ("Fine Pictures by Old Masters") and Aquatec; the back cover was an ad for Grumbacher paints. Obviously, advertisers knew or were led to believe that ARTnews was read by a large number of working artists.

Even in 1967 there were discreetly placed but timely ads from galleries whose artists were anointed by articles in the same issue. (But not by the some would say too proper Betty Parsons.) Which came first, the ads or the articles? Well, the exposure afforded by a magazine article should at least be thanked. And an ad is always the best way.

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