Browsing through my wife's fashion magazines, I was struck by the number of advertisements—big, full-bleed spreads—on every other page. Sure, these magazines are thick like phone books, but remember, more than half those pages are devoted to selling handbags and lip gloss. Not so with SKIN&INK. Instead of a full-page blast for wrinkle cream with some random tattoo tidbits wedged in between, we give you the whole show with a minimum of advertising.

That's great for you and great for us, because we can bring to you at least three or four major features, a dozen columns, some tasty Bits & Snatches, a centerfold, a two-page comic strip and hundreds of photos of cutting-edge tattoo art in each and every issue. But there's a downside, too. With so few ads, there's no advertising revenue. Or very little.

Boo hoo. Baxter's complaining again, but remember, that selfsame advertising revenue pays for us to go to your convention or tattoo shop or special event. Yup, we get a free room now and then, but, for the most part, airfares, hotels and chicken salad sandwiches come directly out of our monthly budget. You know the drill. Every time an artist or a shop goes on the road, even for a weekend, it's a virtual money pit. Same with us. The fact is, our choices are limited by advertising income, or lack of it.

But that's not the point, really. The point is, all you wonderful artists out there—you know, the ones we splash all over our pages because we love your work, or the events we go to or the shops we fly halfway across the country to visit—where is your show of support? Case in point: we do an enormous, twelve- or fourteen- or twenty-one-page spread on your city and not one of the shops mentioned will buy even a small, business card ad to say, "Thank you, we support your magazine." Now, you know that's not why we do what we do, but I am continually amazed how artists who are making one hundred and fifty dollars an hour and hiring a half a dozen employees can't earmark a of couple tattoos to buy an ad in the very magazine they claim they "can't live without."

Granted, we do occasionally get wonderful thank-you letters and some very dedicated advertisers—it's these kind folks and their heartfelt feedback that makes our hard work worth it—but my aim isn't to put anyone on the Shit List, it's just that it's time for a wake up call. You tell us we're the preeminent tattoo publication on the newsstand, and we're read by the most discerning ink fans in the world. Now, how can you not want to be part of that?

Do us both a favor. Call Mary Gardner at (503) 206-5267. She'll help you grow your business…and ours.

Bob Baxter
Editor in Chief

baxter@skin&ink.com
www.skinandink.com