94: THE YEAR IN REVIEW : Valley arts and entertainment rebound after a shaky start : In With the New : Plenty of Dash but Still Short on Cash
Juxt, the anti-Generation X magazine published by two San Fernando Valley natives, is marking its first anniversary with a special December edition reflecting on the best and worst of 1994. (Best shock value news story: Dan Quayle’s ’96 presidential bid. Worst: flesh-eating bacteria.)
The publication is aimed at those born between 1961 and 1981 who reject the apathetic stereotype given their generation. It was created by Hillarie Waadt, 26, and Jon Peters, 29, both of Studio City, as an alternative to mainstream media offerings targeted at their peers.
“It is validating that people are asking for our magazine at places where they got it before,” said Waadt, referring to the coffeehouses, nightclubs and college campuses where she has left stacks. “But then reality comes back and we still need to get the issue out with little money.”
Although two big distributors, including Barnes & Noble, recently ordered Juxt for national distribution, Waadt and Peters have yet to see a profit. Any money made goes back into production. Contributing writers, photographers and artists are still paid in sweets--this Christmas, each was given Waadt’s homemade candy.
But they hope that won’t be for long. Although the magazine is still free in Los Angeles, across the country it sells for $2.95.
“It is a long and slow process, but I think the magazine was meant to be,” Waadt said.
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