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July Issue 2007

Tom Starland Interviews Himself Part III - the 20th Year Anniversary Chat

The last time I was able to get Starland to talk to me was at the end of 2005 and beginning of 2006. He swore then that it would be another six years before he would agree to another of these sessions, but when the paper turned 20 years old this July ('07) - we knew we could get him to comment. Mostly because we knew he would never take up as much space in the printed version of the paper as he would need to reflect on the past 20 years. He's a miser when it comes to space in the paper.
This is the third installment of the series - Tom Starland Interviews Himself. You can find the other two files in the Special Features section.

Q - So how does it feel to have clocked in 20 years?

A - Like serving a prison sentence with Paris Hilton.

Q - You mean that?

A - Heck no - it's been a pleasure and a privilege to serve the visual art community of the Carolinas. But, I would have exchanged my life with Paris Hilton any day. Were you expecting a different answer?

Q - You going to get serious or what?

A - Well, it feels like 20 years have zoomed buy and now I'm old. I'm 56. That's not that old compared to how long people are living but it ain't young anymore either. I'm a seasoned warrior, but I'm feeling my pain more. I've got a kid in college and the college loans are adding up. Yet, my son and I listen to some of the same music - some new and some more than 40 years old - so I guess that's a good sign. At least I'm not listening to my father's music - they don't play polkas on the radio down here (I'm originally from Michigan). Of course every once in a while I'll come across a Spanish radio station on the dial and it sounds like they're playing polkas at times.

Q - You going to talk about the paper's last 20 years?

A - Oh, you want to talk shop. OK - 20 years is a long time but not that big a deal when it comes to newspapers. We're older than some but a long way from being an institution like some papers. I have a subscription to the oldest daily newspaper in the South. Think how tired that publisher is.
I wish we could have a big lavish party like some publications that celebrate every five years in biz, but I'd rather save the money for the paper's continued existence and college tuition. Besides we don't have any money for a party.

Q - So is the paper not doing well?

A - Shoestring Publishing Company! It's not just our name - it's a way of life. Besides, how would it be fair to have a party that most people wouldn't be able to come to. We have friends and supporters spread out between two states - two big states. Believe me, I drive them every month. We're not even going to bother ordering key chains with "20 Years in Biz" printed on them to give to our customers. I'll save that money to give a free ad to a gallery or exhibit that needs attention but can't afford to advertise.

Q - So, you're saying there isn't going to be any cake and ice cream after this interview is done?

A - Sorry buddy, I think I have a small sugar free pudding in the fridge downstairs. But, we're out of whipped cream.

Q - OK, let me regroup... so what comes into your mind first when you reflect back on your 20 years of doing an arts newspaper?

A - Besides wondering how long this interview will last?
Well, I guess the big thing is that we did it our way. I'll mention my wife Linda here - she owns 51 percent of the corporation. That's what I mean by we. Try getting her to sit down for an interview.
We lasted 20 years without the help of ads for beer, smokes, bars, strip clubs, and beauty spas. We never had to skew our focus to just women, men, teens, 30 year old single males who still play video games or old geezers.
Unlike those other so-called alternative papers in every town, we're not owned and operated by a national chain of papers - it's just the two of us. We don't do arts and "entertainment" - which these days means just about anything goes. Do you really think those ads for movies, liquor, beer, cigarettes, rock concerts, and banks are really being placed by national ad agencies with local newspapers? They're chain ads. The same ads appear in all those local "arts and entertainment" papers - no matter what they're called.
Some of these local papers are owned by the same daily newspapers in the same town - they just want you to think they are the alternative view.
Don't get me wrong, I'm a red blooded American capitalist - the money from those kinds of ads would have been great, but I didn't want to see ads for the Columbia Museum of Art next to ads for a strip club or Miller Light. What kind of arts newspaper would that be?

Q - Well everyone is used to being bombarded with all kinds of ads - you can't get away from it.

A - Well, you can in Carolina Arts. And, most national arts publications.
I find it hard to take what I read in those other papers seriously when you're reading about an exhibit and the article is continued on another page and you turn to it and there is a big ad with Joe Camel staring back at you. When you see some of the ads, it makes me question the ethics of the editorial offered. In for a penny, in for a pound.
I take the visual arts very seriously and I don't want to delete it by offering up ads for "entertainment". And, by looking at some of these papers there are all kinds of forms of entertainment these days.

Q - One of your local critics says one of the problems with your paper is that you put articles in your paper - unedited.

A - Well that's all a matter of how you view editing. I think what this person is referring to is that we don't write the articles or we don't have a staff of professional reporters writing the articles. We let the galleries or museums that are offering the exhibits write their own articles. We actually do edit them for spelling and other corrections. You'd be surprised at the number of artists who have had an exhibit at an institution but don't know the proper name of that institution or how to spell it.
We format all the articles to give them some sort of uniformity in our paper and we edit out some outlandish boasts or repetitive claims of being the only gallery to present exhibits that are - a guaranteed must see or that you will be moved by what you see. Sometimes we miss, but that's a sure cut.
First of all we couldn't afford to hire writers and it is my feeling that the people presenting the exhibits probably know more about the exhibit or the artist(s) being presented than a third party would learn in an interview. I really don't care what most reporters think about an exhibit. Some do an excellent job, some don't have a clue and others are so biased - you're reading their personal views on art.
Good arts writers are hard to come by and ones that don't project their individual tastes into their writing are very rare.
Sure the gallery owners are biased, but since their money is on the line I want them to have their say - not a third party's view of what they said or they thought they said.
I know of one arts writer for a daily newspaper that hardly gets anything right they report in their paper, but people still have to deal with that person if they want coverage in that paper. So we offer an alternative.
I also don't want to be in the position to determine what readers might like and don't like.
I don't want anyone reading this paper and thinking it is the final word on an exhibit. They need to go see the exhibit and make up their own mind about the work. We're in the business of telling them what's out there to see - no judgements.

Q - And, you can live with that?

A - I can live with that better than knowing I'm keeping some kinds of art from readers.
Look, I don't like everything presented on our pages. We offer articles about art I really, really don't care for, but I'm not trying to tell people what they should like and what they shouldn't.
I leave that job to the professional reporters. They're the ones who pick and chose and anoint.
Everyone has the same deadline with us to send in articles. After the deadline we fit as much as we can into the paper - depending on the space we have each month. The amount of space depends on the amount of advertising we receive each month.
And, I'll tell you right now - you bet we take care of our supporters, but they don't always get in and they provide the space for everything else that gets in. A lot of gallery spaces have been included throughout these past 20 years that have never contributed a dime to help the paper continue. We do that because otherwise the paper would be very dull if it just included advertisers' articles - like some publications that operate on a - you pay you play - basis.
And, we do it because it's the right thing to do. Believe it or not.

Q - That works?

A - Believe me, it's not easy walking that tightrope every month, but it has worked for 20 years. It would be much easier to go down the other path and don't think that I don't ponder that option - a lot. But, I don't want to go there. I'd like it to stay this way.
If you don't see some aspect of the visual art community included in our paper, it's because the people presenting them don't send us the information or don't send it by deadline.
Because we include everything we receive on our website - we are much more diverse in that version of the paper. That's a whole new frontier - ask me about that later.
One of our major drawbacks is that we try to be fair to all sectors of the visual art community - commercial galleries, non-profits, institutions, and even the fringe factor, when we hear from them.

Q - Fringe Factor?

A - Yes, these are the younger generation of folks who are presenting art on the fringe of the art community. They'll show up in an empty storefront for a couple of months, put on some exhibits with wild parties and the local "arts and entertainment" paper will dub them the new "SoHo". By the time we get info from them to include them in the paper or even before that - they've closed their doors. They might show up in six months in the new "SoHo" area. It's hard to keep track of them. They're only used to doing last minute communication so they are bound to getting the word out by word of mouth, texting, or the weekly papers.
Because they don't communicate, it makes us look like we don't cover their events - we're too organized for them - we have deadlines and we stick to them.

Q - So what has changed about the paper?

A - Well, in 20 years - a lot. There's no reason to go back over the history of the paper. We've done that in other interviews.
The two biggest changes taking place are the addition of color ads and the ever changing levels of support we get from different regions of the Carolinas.
The color covers have made a major change in the paper. People notice the paper more, they pick up the paper more, and it gets better placement in the places we leave the paper. That's good for everyone involved.
The color ads are more expensive, take more advance work and they have to be added - 4 pages at a time - so it presents a big challenge at this point. We've only been doing them a year and a half - so we're still feeling our way and so are the advertisers.
Unfortunately, there is only one front cover and one back cover. And, after that - there are only 12 covers in a year.
Everyone would like to be featured on the cover and I can say this with some certainty - not everyone is going to get on the cover in my lifetime. I'm sorry about that. I really am - because that means I will have to tell hundreds of artists and gallery owners that they can't be on the cover.
The only thing that makes up for that sad task is that at least 12 times a year I get to tell someone they will be on the cover. Most think that's pretty cool - some wonder what took so long, but they're still happy it's happening.
The other big change is the fact that our support base is evolving. We started 20 years ago in Charleston - so we were always heavy on advertising from Charleston. Then we moved to include all of South Carolina and ten years ago added North Carolina to the mix.
After all, if most people can't make the distinction between the two states we might as well do the Carolina thing - that way we don't have to explain which is North and which is South.
That North/South thing really works for us. When the Southern part of the Carolinas starts to heat up - things are not so hot in the Northern part of the Carolinas. It's the mountains to the sea, baby!
When the snows cause an avalanche in the mountains and blocks the passes, the coastal areas can be like summertime in the mountains.
So, it's been pretty cool that when galleries decide to take the warm days off to coast a little - galleries in the mountains take up the slack. At least twice a year - everyone seems to be engaged.
But over the last two years, there has been a shift towards equality and Charleston is no longer the dominant supporter. Depending on the time of year and during special events a shift can take place between Charleston, Charlotte, Columbia, Upstate SC and Western NC - any one of them can be our major supporter any month. This July, Charlotte and Western NC were very dominant.
So, except for the fact that we don't cover all areas of the Carolinas in our printed version of the paper - we are now a Carolina arts newspaper.
Other than those two things - we're pretty much the same as we've been for the last 15 years.

Q - So, how many more years do you have in you?

A - That's cold. Well, considering the fact that I didn't think I'd last this long - who can tell? I wouldn't want to be doing this until I die, but I'd say I've got a few more years in me.
Every once in a while our son talks about joining the biz and I ask him - Is that what they're teaching you in college? We'd like him to try something else first - he can always do that later, but I'm not sure he's into the arts. Now, if he met a sweet young woman who was interested in the arts - that's a horse of a different color.
In case that fantasy doesn't come true, down the road it would be nice if there was some other young couple who would be willing to take it over - I don't think any major media corporation is going to be buying us out in the future. And, I can't see myself working on the paper - for someone else - besides my wife. They couldn't match the benefit plan.
So all I can look forward to is five or six years from now, you showing up at my door again asking for another interview.
Oh, and I do so look forward to your questions - insightful as always.
Are you going to ask me about the website or what?

Q - So, I understand you have a website - doesn't everybody?

A - We have a major website. A website that gets new content added to it every month - sometimes weekly. And, most of that content stays there on the site so people can go back in time and do research of what went on up to seven years ago. It's that body of content that gets our website called up - most times within the first 10-20 hits on a Google search for just about anything involving the visual arts in the Carolinas and a lot more.
And, unlike most newspapers we don't charge anyone a dime for looking back at an article that is more than a week or two old. It's all there for anyone to look at - over and over again for free - no Pop Up ads either.
And, yes, just about everyone has a website, but not like ours. We post a lot of content that doesn't make the cut of the printed paper. We post content about areas of the Carolinas we don't cover in the printed paper. We post special features (like this interview) or more importantly - special features on public sculpture exhibitions - with lots of color photos. We post info about things that we would never have space in the printed paper - calls for entries, lectures, fundraisers, news about individual artists and news about art institutions.
We also post PDF's (pictures of the pages of the paper) of each issue of the paper. That way anyone, anywhere can see Carolina Arts - giving our advertisers worldwide coverage.
The website offers us many more possibilities and opportunities that the printed version of the paper can't. And, it's more timely.

Q - That's got to be costly?

A - It's time and money. Good thing - time is the big factor. Money didn't become a problem, like it is for most people, because we learned to do the website from the start by ourselves. We don't have to pay anyone to add a new article or change the color of a background.
So every month we do two papers - the printed version and the website version. Our only restrictions seem to be technology and keeping up with it or learning how to do things. Here, I'm the dragging anchor. I'm slow to learn new tricks. I'm old - remember.

Q - So what can't you do that you would like to do?

A - Well, I've always wanted to add some streaming video to the site. Moving pictures of artists at work or special events. At some point we might offer Podcast that could be downloaded. I've even wondered about online bulletin boards or discussion groups. Who knows what people will be able to do through their websites in the future.
From May '06 to Apr. '07, I was participating on an interactive blog website. It was an open discussion of the visual arts community of the North Carolina Triangle area - Chapel Hill, Durham, and Raleigh - called Arts Ramble. This was fun and stimulating. You could read an article posted by someone and make instant comments about how you felt about what you read or add info from your experience. Someone could them make follow-up comments about your comments. Others would chime in and before you knew it you could have a well rounded discussion on a subject.
I couldn't keep up with it on a daily basis, but it was a great outlet for things I wouldn't say in Carolina Arts or didn't have room for. Sometimes it was just interesting to sit back and read and not participate.

Q - So why did you stop participating in April?

A - Well, something like this was a lot of work to keep going and it had expenses. An artist created the site and acted as administrator. Eventually time and money took it's toll.
The other problem was that after a year of operation, a relatively few number of people were willing to express themselves in public. It's not easy for a lot of people to do. With a lack of a wide range of participants, the creator's vision for the site wasn't being reached. No one offered to take the site over so it came to an end - for now. It always takes a very dedicated person or several persons behind every great idea.

Q - Why didn't you take it over?

A - Well the good thing for me was that this was someone else's baby and I could just play when I had time. I don't have that much time for something that would demand a lot of attention and not much financial return for the effort. Remember the college tuition!
Perhaps in the future there would be a way for people to be able to comment about items we post on our website - interact. If we could learn the technology and people participated - but that's something to look forward to - in the future. I've still got a lot to learn as it is about what we're doing today.

Q - Any last thoughts?

A - I'm wondering if there are two puddings in the fridge.

Carolina Arts is published monthly by Shoestring Publishing Company, a subsidiary of PSMG, Inc.
Copyright© 2007 by PSMG, Inc., which published Charleston Arts from July 1987 - Dec. 1994 and South Carolina Arts from Jan. 1995 - Dec. 1996. It also publishes Carolina Arts Online, Copyright© 2007 by PSMG, Inc. All rights reserved by PSMG, Inc. or by the authors of articles. Reproduction or use without written permission is strictly prohibited. Carolina Arts is available throughout North & South Carolina.