Jason Farago, a Guardian contributor, launched a new print journal called *Even* during Frieze New York. Named after a phrase from Marcel Duchamp's *The Bride Stripped Bare By Her Bachelors, Even*, the magazine is designed as a compact, text-focused publication that aims to counter the market-driven and superficial aspects of the contemporary art world. The first issue features a lengthy essay on artist Joan Jonas by Elisabeth Lebovici, timed with Jonas's U.S. pavilion at the 56th Venice Biennale, and a piece by Zachary Woolfe on the Björk exhibition at MoMA.
The launch of *Even* matters because it represents a deliberate attempt to reframe art discourse at a time when the art market is booming and visual art enjoys unprecedented attention. Farago critiques the current state of criticism, arguing that art is either asked to do too much or reduced to a backdrop for selfies. By committing to a print format in 2015 and promising a more honest, rigorous conversation, *Even* challenges the dominance of online, lifestyle-oriented art coverage and seeks to restore a focus on what art can actually achieve.