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AdBusters:
The Inside Story
To
Be Submitted
AdBusters has rapidly become emblematic of the liberal movement.
But who are the people behind it? Do they ride bicycles to work
and eat only raw vegetables? And are they winning?
There it was. A 3-story wooden house, only a couple of blocks from
the water, on the south side of Vancouver, British Columbia. AdBusters
Headquarters. To many, AdBusters represents nothing less than the
soul of the anti-corporate, pro-environment, anti-war, anti-consumerism,
pro-feminist, anti-television, anti-branding, anti-globalization
world. Amongst other things. But who are the people behind it? What
drives them, and why arent they giving up hope? I decided
to investigate.
A small plexiglass sign outside, inscribed with humble white letters
in the characteristic AdBusters font, is the only thing setting
the wooden house apart from the adjoining family residences. Bicycles
stand outside, leaning against the mossy wall, unlocked.
AdBusters magazine started back in 1989, with a circulation of
only 5,000 copies. Today it boasts a circulation of over 120,000,
the majority of which (about 60%) are read in the U.S. Some people
even feel the magazine has become too popular. Adbusters [sic]
has simply become too popular to have much cachet for the radicals
who once dusted it off in their local secondhand bookstore like
a precious stone, writes Naomi Klein, author of the influential
book No Logo.
AdBusters is not Your Normal Everyday Magazine. For one thing,
theres the price. At ten bucks a pop, the magazine is certainly
not cheap. Theres a good reason for this, 19-year old Nicola,
one of AdBusters many volunteers, explains: AdBusters has a strict
no-advertising policy.
Asked whether the high price-tag restricts their readership to
the upper (read: white) echelons of what already tends to be a well-endowed
liberal populace evoked agitated responses. Unlike other magazines,
we dont do market analysis, the 28-year-old campaigns
manager, Tim Walker, proudly told me. So I really couldnt
tell you. But I dont think its a very useful question
to ask. Several of the staff took evident offense at the question.
What really sets AdBusters apart, though, is imagination. The magazine
is practically dripping with it in almost every aspect: style, content,
layout. AdBusters is so much more than just an artsy mag, though:
just lightly skimming through a copy makes one feel like a cork
bobbing in a turbulent ocean of the senses, with ones emotions torn
to opposite extremes with the turn of every page.
As campaigns manager, and with three years of AdBusters
experience under his belt, Tim is the brains behind a plethora of
imaginative schemes the likes of TV turnoff week and
unbrand America. Like AdBusters editor Kalle Lasn, Tim
likes to think about the mental environment in much the same way
that many environmentalists think about ecosystems. Like real ecosystems,
Tim believes our mental environment is becoming increasingly polluted
with toxins. He regards todays pervasive consumerism as nothing
short of a powerful and dangerous addiction, and aims for nothing
short of a complete rethink of our unsustainable course.
An unattainable goal? Not according to any of the AdBusters staff
and volunteers I spoke to, all of whom were far from dejection and
hopelessness. Tims cheerful optimism was particularly contagious:
I think were winning, he said with a relaxed smile
at the end of the interview.
Sharon Cohen left South Africa as a speech pathologist in 1993,
and is now one of the few non-Canadians on the AdBusters crew. Shanon
heads AdBusters Black Spot campaigns. The sale
of posters, stickers, videos, postcards and purportedly guilt-free
shade-grown sneakers has proven to be one of AdBusters more controversial
moves, prompting many readers to cancel their subscriptions in the
wake of what they regard as a commercial sell-out. With
the recent release of a second model of shoe, however, that hurdle
now appears largely overcome.
Its hard for anyone not to leave AdBusters headquarters in
good spirits (with the probable exception of multinational CEOs,
and employees of the World Bank, IMF and WTO). The young, energetic
core crew, the continuous flux of enthusiastic volunteers, the strong
presence of art and imagery, and the increasingly global nature
of the movement (whatever you want to brand it) remind one not only
of the fact that there is a War being fought, but that there are
many winnable battles remaining.
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