feature image: TripleMagazine, Release Part Invite. Courtesy of Triple 3 magazine.
By Frank Juárez
Last month, I was introduced to Triple 3 magazine via an email from one of the co-founders. The inquiry was about being featured in Artdose. Of course, I was curious. I looked up the magazine online and checked their Instagram. At first glance, the content appeared to be on fashion, an area that we do not focus on. Rather than saying, “Thank you for your interest, however…”, I reached out to co-founders Lydia Walz and James Kramer to learn more about the magazine.
The Pitch
I could tell that they were ready to pitch their magazine. With a PowerPoint ready, they walked me through their publication. Triple 3 focuses on three areas: visual arts, fashion, and culture. Articles are written in the format of interviews, providing the opportunity for readers to learn about the featured artists. As the conversation continued, they stated that the purpose of the magazine is to focus on the creative culture of Milwaukee. I must admit I was a bit confused once they shared details about their upcoming issue, which featured artists outside of Milwaukee. As the conversation continued, I began asking questions about outreach, funding, distribution, branding, etc. I observed some form of notetaking, so this was a great opportunity to shift gears and focus on how I can be of guidance.
Like many creative projects or endeavors, funding comes from our pockets. Believe me, when I ran the Frank Juárez Gallery in the Historic Third Ward years ago, it was financially challenging. One thing I learned is that once a foundation is built, the out-of-pocket expenses decrease over time, and when there is a strategic plan set in place, it helps navigate better decisions. As you know, printing is expensive!
In what ways can creatives turn a passion project into a profitable and sustainable one?
What was supposed to be a 45-minute conversation turned into almost an hour and a half. Listening to Walz and Kramer’s vision was promising and, honestly, exciting. I was having flashbacks to why I started Artdose over 12 years ago.
The Future is Bright
What I found impressive is that they are college students with a vision and skills ready to be implemented. Walz is pursuing a major in Communication Design with a minor in Advertising, and Kramer is pursuing a major in New Studio Practice (Emphasis on Photography) with minors in Advertising and Communication Design at the Milwaukee Institute of Art & Design (MIAD). Their skills, design, and photography are evident in the images I saw on their website and Instagram.
As an educator, I loved learning about how they are taking charge of their creative lives. I have had many conversations with college students who had ideas about what they want to pursue, but often end up switching focus. There is nothing wrong with this. Walz and Kramer have started something special. I hope that they continue following their vision and voice. While they are in school, a great idea would be to begin developing relationships with arts professionals who can guide them along their journey.
On the Horizon
In 2024, Triple 3 magazine released its first issue, which sold out. Fifty (50) perfect-bound, 11 x 8.5-inch, full-color issues were printed.
On July 26, Underscore Gallery, 1013 W Historic Mitchell St, Milwaukee, WI, will host a release party for Triple 3 Issue No. 2. In this issue, the featured artists are Emily Yong Beck (IL), Phoenix Brown (WI), and Maya Man (NY).
Click here to RSVP for full details.
Issue No. 2 will be available for purchase on July 25.
Frank Juárez is an award-winning art educator, curator, arts writer, and arts advocate based in Sheboygan, Wisconsin. Known for his commitment to elevating contemporary art and supporting Wisconsin artists, Juárez has spearheaded numerous initiatives, including the Midwest Artist Studios Project and the 365 Artists 365 Days Project. In addition to his roles as publisher of Artdose magazine and editor-in-chief of SchoolArts magazine, Juárez has curated exhibitions and juried art shows throughout the Midwest. His dedication to art education and advocacy has earned him numerous accolades, making him a pivotal figure in Wisconsin’s art community.