Phil Ford, author of Dig: Sound and Music in Hip Culture, reviews Loren Glass’ new book on Grove Press, Counterculture Colophon: Grove Press, the Evergreen Review and the Incorporation of the Avant-Garde, for the LA Review Books (which is, by the way, probably the most consistently interesting place around to read about books right now):
Grove Press and its charismatic owner, Barney Rosset, sit right at the center of postwar intellectual history. Glass notes early that if Rosset made a lot of impulsive bad decisions, he was guided steadily by a shrewd understanding of where American culture was headed. In the 1950s, Americans were beginning to go to college en masse, and when they got there they would seek out whatever was chic, daring, avant-garde, experimental — in a word, hip. Counterculture, the notion of seceding from the mainstream and dwelling in an autonomously created realm of liberated culture, was perhaps the most potent dream of the postwar age. Everybody wanted in. Against the mounting tide of a mass avant-garde, the old censorship codes could not long endure.
But while it’s hard not to be inspired by the story Grove Press, it’s also important to note the less savoury side of it, and how it was overtaken by the cultural changes Rosset helped start:
Comments closedThose who harkened to Evergreen Review’s call to “join the underground” constituted the higher-brow version of the man who read Playboy: a 1966 advertising survey discovered that he was “a 39-year-old male, married, two children, a college graduate who holds a managerial position in business or industry, and has a median family income of $12,875.” (That’s about $92,000 in 2013.) It turns out that “Chuck,” the everysquare in a 1965 Evergreen Review spoof of Charles Atlas ads, painted a pretty realistic portrait of the Grove readership. But with the emergence of a feminist critique made possible by the very cultural revolution Rosset served, the masculine literati no longer enjoyed the privilege of guiltless consumption, and modernist experimentalism no longer provided a dignified alibi for it. In the 1970s, the Evergreen Review image of the hip intellectual soured. We might imagine Chuck a decade later, up to his ears in alimony, parted hair modishly grown out though thinning and combed-over on top, paunch swelling under a safari suit coat, leering at younger women who wish he would drop dead.



