The last copy of Anthony Froshaug has been sold, and the work is now out of print.
Two thousand copies of this two-volume work were published in autumn 2000. So it has taken 21 years (less six months) to sell out. For a book that was so determinedly uncommercial, this is perhaps not bad going. Any mainstream publisher would have remaindered or pulped copies after that moment when the sales curve goes down to 100 or so a year. (The first year is always misleading: you sell copies to the committed, to people who would buy anything on the subject, to those who have been waiting for it – in this case, several years of wait.) But a micro-publisher has one advantage: of commitment to the books, and, given a large enough storage cupboard, it can keep copies in print for a long time.
In designing and producing this book, a model was of course Froshaug’s own productions, especially those of his later years, during and after his time at the HfG Ulm. It needed to be as serious and as uninterested in the values of the consumer society as those works (Typographic norms or his catalogue for his exhibition at Watford School of Art, from 1964 and 1965). In its own form it had to be a sober carrier of text and pictures, and in some respects unreproducible, in the way that Typographic norms is.
For more on the background to this book, see here.