giant robot needs you

It's a simple fact: Giant Robot is an institution. For more than 15 years, since starting as a black and white, photocopied and stapled effort, the magazine has been bringing you the coolest and most compelling stuff in Asian and Asian American popular culture. Hell, it is Asian American popular culture.

Here's the other simple fact: print publishing is suffering due to a variety of factors, from rising costs to everyone "going digital." And unfortunately, Giant Robot is not immune. Last year was particularly brutal, and now, the magazine is looking ahead and taking action to survive. Basically, they need your help in a campaign to raise $60,000. Here's how it breaks down:
We Need You, Here's Why:


For more than 15 years, Giant Robot has been documenting, promoting, and growing Asian and Asian American popular culture. Although a lot has changed since 1994, and there’s more immediate access to interesting stuff from around the world than ever, most of it is still crap and Giant Robot is as relevant as ever. Not only do we share what we think is the most interesting, compelling, or just plain cool aspects of Asian pop culture, but we also shape it and affect how readers in America and other countries perceive Asian, Asian American, independent, and underdog culture. Our distinctive editorial voice and clear sense of purpose has earned a loyal readership that includes academics and punks; old-school Asian activists and new-school bloggers; art fans, moviegoers, music listeners, comic readers, and food fiends; and Asians and non-Asians alike.

And as the publication has evolved into a glossy magazine with a dedicated national following (with international distribution as well), so has the company’s business model. The unprofitable process of magazine publishing was bolstered with a series of like-minded retail outlets. After offering mail order and online sales, we went on to open locations in Los Angeles, San Francisco, and New York City. Our galleries and shops have not only provided a means of support for a horde of up-and-coming artists and indie businesses, but led the way for a generation of boutique/art gallery hybrids.


While diversification allowed Giant Robot to escape the fate suffered by many of our indie publishing peers in the second half of the ‘00s, 2009 was brutal. In addition to several distributors cutting out small press or folding altogether, paper has become more expensive and postage has skyrocketed exponentially. And while there has also been the support of loyal advertisers, the middle class of supporters has dropped, creating peaks and valleys in income that force us to live issue to issue. Complicating matters, store revenues and art show sales have suffered along with the economy, depriving the magazine of resources that allowed it to operate freely and thrive without the benefit or constraints of being part of a large publishing house.

Reducing pages, going from bimonthly to quarterly, or becoming an online entity are not options, and our editorial and production staff of two full-timers and two part-timers (intact since issue 18) is already as lean as can be.

And so, we are taking a series of actions with the intention of not only outlasting the economic downturn but becoming an even tighter operation with an improved publication. These steps include improving the content, explore printing and distribution options, and evolving with technology. We are also seeking help from friends.


Although the idea of a Giant Robot Foundation is not new (a non-tax-deductible donation form has been included with subscription renewal notices for years now), this particular online campaign is. We believe that there are multiple generations artists, designers, bands, filmmakers, and travelers, as well as fans, students, and supporters of interesting culture who believe in what we do and want Giant Robot magazine to continue on its path without sacrificing quality, quantity, or independence.

We have done the math, and an infusion of $60,000 (hopefully more) will ensure another year of full, unfettered operation with no strings attached to a shifting media paradigm, advertising climate, sketchy distributors, and the economy -- each of which we are not ignoring but addressing straight-on. In concert with the other measures (not to mention the realignment and recovery of our shops), we feel that Giant Robot’s future and its continuing impact of society will be secure.

If you have been affected or inspired by Giant Robot -- perhaps even featured in the pages of the magazine -- please help however you can. All support, both through finances and spreading the word, will be appreciated and make a difference.
I first discovered Giant Robot when I was in college. I was extremely excited to find a magazine that was covering "Asian Pop Culture and Beyond" with some attitude and an eye for cool -- and best of all, they were doing it completely on their own terms. It was inspirational. In truth, without Giant Robot there would be no Angry Asian Man.

Times are tough for a lot of folks. But if you can lend your support, both through a donation and by spreading a word, please considering helping out. It's hard to imagine Asian American popular culture without Giant Robot. To learn more, go here. And to donate, go here.

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