Tar: New Mag From Blackbook Founder

The back wall of Tar Art Media’s eco-friendly office, complete with wood salvaged from a barn in upstate New York.

Evanly Schindler, the visionary behind Blackbook, is jumping back into the magazine world with Tar, a glossy publication slated to launch in October produced by Tar Art Media, the company he runs with Maurizio Marchiori, formerly VP of global marketing and communications at Diesel. “Everything [about Tar Art Media] is connected by art, aesthetics and social consciousness,” Schindler said. “[Tar] is a high-concept publication with the ability to be sustainable.”

To achieve this, the magazine will be published on a combination of recycled and eco paper (meaning, for every tree cut down, one is planted). As a result, paper quality and “digital treatment” varies throughout the prototype we were shown, but according to Schindler, advertisers have not shied away — paging through the mag is actually a very cool feeling. “People [and advertisers] are psyched by something that’s beautiful but is going deeper into people’s minds,” Schindler says, crediting the biannual publishing schedule for allowing editors to focus on big-picture topics. (Every page of the prototype has a swatch of tar on it, creating a “visceral experience.”)

But what about the other big names involved with the project?

Known entities fill Tar‘s masthead. John Mailer (son of Norman) and Alexandra Kerry (daughter of John) are editors. Former Domino features editor Zoë Wolff fills the executive editor role. Susan Cappa, launch publisher for Style.com and former associate publisher at Vogue, is the publisher. Neville Wakefield, curator of Frieze and PS1 is Tar‘s creative director with Bill Powers joining as artistic director. The pub won’t skimp on contributors, either, as Schindler tapped his Rolodex and recruited art-world notables Julian Schnabel, Matthew Barney and Juergen Teller to contribute to the first issue.

Schindler says he wanted to produce a print publication that is “an art object unto itself. This is our art. You can’t quite do that online yet.” The magazine isn’t the collective’s only source of income — “we have other revenue shares that are more lucrative,” Schindler told us. — but he does expect Tar to turn a profit. It has a planned circulation of 90,000 and a newsstand price of $20.