To report and to review the arts with intelligence, objectivity, honesty, and integrity. To offer ideas and to generate discourse through articles. To support the spirit of adventure, experimentation, and innovation. To be receptive to and to report new ideas, changes, developments, and theories in the arts. To be a visible and viable presence in the local, regional, national, and international art communities.THE magazine has done articles, interviews, and reviews on Agnes Martin, Bruce Nauman, Christo, Robert Miller, Jenny Holzer, Adam Fuss, Jim Dine, Thomas Krens, R.C. Gorman, Mike Kelley, Lucy Lippard, Jasper Johns, Sigmar Polke, Louis Grachos, Gerry Peters, Alexander Liberman, Patrick Oliphant John Nichols, David Ross, Joel-Peter Witkin, Patrick Nagatani, Duane Michals, Allen Ginsburg, Mary Shafer, Godfrey Reggio, Uta Barth, Isabel Allende, Kiki Smith, James Turrell, Miguel Gandert, Dave Hickey, Ingrid Sischy, Bob Haozous, John Marion, Sigmar Polke, Judy Chicago, Laura Carpenter, Misha Gordin, Willis Hartshorn, David Michael Kennedy, William Burroughs, Nan Goldin, Ross Bleckner, Susan Rothenberg, Larry Bell, James Enyeart, Linda Durham, Willem de Kooning, Robert Hughes, Douglas Kent Hall, T.C. Canon, Ed Ruscha, Rosa Martinez, Thomas Ashcraft, Fritz Scholder, John Baldessari, Harry Benson, Georgia O’Keeffe, Alan Houser, Wes Mills, Donald Judd, Albert Watson, Allen Ginsberg, Herb Ritts, Picasso, Tom Joyce, Herb Lotz, Meridel Rubenstein, Dale Chihuly, Richard Tuttle, Marina Abramovic, and Bill Viola to name only a few…



THE magazine is a visually oriented, free periodical concentrating on the local, regional, and national art scenes, as well as featuring articles, reviews and interviews on the performing arts, books, films, music, and important cultural issues of the day. THE magazine uses the resources of its community, the artists and writers living and working in New Mexico, as its primary editorial contributors. THE magazine is the eyes, ears, and voice of the art community throughout New Mexico.

Our primary audience is comprised of upscale, active, intelligent, culturally oriented, and lifestyle-minded people: artists, educators, art-related businesspersons, merchants, professionals, food lovers, students, musicians, and restaurant folks with a penchant for the finer things in life. A good percentage of our readers are part of the enormous influx of people from many locales around the United States who have come to live in Santa Fe because of its quality of lifestyle, and many are building or buying new homes in our area. These folks are your potential customers.

THE magazine is convinced that in business, as in life, “we are known by the company we keep.” THE magazine has carefully selected advertisers who will be comfortable and proud to be in the “company” of the other advertisers within our pages. The combination of THE magazine’s stunning design, intelligent writing, critical reflections, and handsome advertisements makes THE magazine the magazine to read in Santa Fe, and throughout New Mexico.



THE WORD ON THE magazine

“THE magazine has been an important advertising vehicle that has steered many savvy collectors and serious art professionals to our new Galisteo location.”
—Linda Durham, Director of Linda Durham Contemporary Art


“THE magazine is both fun and astute. I look forward each month to reading and looking at THE.”
—Aline Brandauer, Curator, Museum of Fine Arts, Santa Fe

“THE magazine is a welcome and long-needed addition to the Santa Fe art community. If THE magazine hadn’t have happened, we’d have had to have invented it.”
—Arlene LewAllen, Owner/director of LewAllen Gallery

“THE magazine is the happening publication in the art scene in Santa Fe, and THE magazine certainly has made it happen for my fine art brokerage. Thanks THE!”
—Alex Windsor Betts, Owner of Windsor Betts Gallery

“THE magazine? It means: CrossSection; CrossPreference; CrossCritical; CrossRoads; CrossCulture.
—Louis Grachos, Director of SITE Santa Fe

“When I walked into the office of the advertising director of Art in America in New York and saw a copy of THE magazine on her desk, I knew that my decision to advertise in THE magazine was a wise one.”
—Bill Siegal, William Siegal Galleries

“I am extremely pleased with the response to my ad campaign in THE magazine over the past two years. I’ve gotten many new customers because of THE magazine.”
—Randolph Laub, Owner of Randolph Laub Frames and Furniture

“We received a tremendous response from our four full-page advertisements in THE magazine—over 200 people requested information about Rancho de Bosque, my real estate development.”
—Egbert Kahl, President of Fresco Inc.

“This is my kind of magazine—striking graphics and design, critical and intelligent writing, lots of great articles, and without a doubt, the best looking ads in any magazine in Santa Fe.”
—John Stevenson, Director of the John Stevenson Gallery. NYC

1994 Maggie as “The Best Consumer Tabloid” and 8 awards from the New Mexico Press Woman Association.