The Whole Earth Catalog (WEC) was an American counterculture magazine and product catalog. Stewart Brand, a biologist, photographer and writer, conceived the idea for it; he was the Catalog's original editor, and its most frequent editor in later years. It was originally published by the Portola Institute, but later by the Point Foundation, with a distribution arrangement by 1969 with Penguin and subsequently with Random House. New editions were published several times a year between 1968 and 1972, and occasionally thereafter, until 1998. The magazine featured essays and articles, but was primarily focused on product reviews. The editorial focus was on self-sufficiency, ecology, alternative education, "do it yourself" (DIY), community, and holism, and featured the slogan "access to tools". Although WEC listed and reviewed a wide range of products (clothing, books, tools, machines, seeds, etc.), it did not sell any of the products directly. Instead, the vendor's contact information was listed alongside the item and its review. This is why, while not a regularly published periodical, numerous editions and updates were required to keep price and availability information up to date.
Origins
The title Whole Earth Catalog came from a previous project by Stewart Brand. In 1966, he initiated a public campaign to have NASA release the then-rumored satellite photo of the sphere of Earth as seen from space, one of the first images of the "Whole Earth". He thought the image might be a powerful symbol, evoking a sense of shared destiny and adaptive strategies from people. The Stanford-educated Brand, a biologist with strong artistic and social interests, believed that there was a groundswell of commitment to thoroughly renovating American industrial society along ecologically and socially just lines, whatever they might prove to be. Andrew Kirk in Counterculture Green notes that the Whole Earth Catalog was preceded by the "Whole Earth Truck Store" which was a 1963 Dodge truck. In 1968, Brand, who was then 29, and his wife Lois embarked "on a commune road trip" with the truck, hoping to tour the country doing educational fairs. The truck was not only a store, but also an alternative lending library and a mobile microeducation service. Kevin Kelly, who would edit later editions of the catalog, summarizes the very early history this way:
'Here's a tool that will make drilling a well, or grinding flour, easier,' Brand would tell [the hippies,] pointing it out in his catalog of recommended tools. But his best selling tool was the catalog itself, annotated by him, featuring tools that didn't fit into his truck. The "Truck Store," as a Portola Institute project, finally settled into its permanent location in Menlo Park, California. Instead of bringing the store to the people, Brand decided to create "accumulatively larger versions of his tool catalog" and sell it by mail so the people could contact the vendors directly. Using the most basic typesetting and page-layout tools, Brand and his colleagues created the first issue of The Whole Earth Catalog in 1968. In subsequent issues, its production values gradually improved. Its outsized pages measured 11×14 inches (28×36 cm). Later editions were more than an inch thick. The early editions were published by the Portola Institute, headed by Richard Raymond. The so-called Last Whole Earth Catalog (June 1971) won the first U.S. National Book Award in the Contemporary Affairs category. It was the first time a catalog had ever won such an award. Brand's intent with the catalog was to provide education and "access to tools" so a reader could "find his own inspiration, shape his own environment, and share his adventure with whoever is interested." J. Baldwin was a young designer and instructor of design at colleges around the San Francisco Bay: San Francisco State University (then San Francisco State College), the San Francisco Art Institute, and the California College of the Arts (then California College of Arts and Crafts). As he recalled in the film Ecological Design (1994), "Stewart Brand came to me because he heard that I read catalogs. He said, 'I want to make this thing called a "whole Earth" catalog so that anyone on Earth can pick up a telephone and find out the complete information on anything. ... That's my goal.'" Baldwin served as the chief editor of subjects in the areas of technology and design, both in the catalog itself and in other publications which arose from it. True to his 1966 vision, Brand's publishing efforts were suffused with an awareness of the importance of ecology, both as a field of study and as an influence upon the future of humankind and emerging human awareness.
Contents From the opening page of the 1969 Catalog:
Function The WHOLE EARTH CATALOG functions as an evaluation and access device. With it, the user should know better what is worth getting and where and how to do the getting. An item is listed in the CATALOG if it is deemed:
Useful as a tool, Relevant to independent education, High quality or low cost, Not already common knowledge, Easily available by mail. CATALOG listings are continually revised according to the experience and suggestions of CATALOG users and staff.
Purpose We are as gods and might as well get good at it. So far, remotely done power and glory—as via government, big business, formal education, church—has succeeded to the point where gross defects obscure actual gains. In response to this dilemma and to these gains a realm of intimate, personal power is developing—power of the individual to conduct his own education, find his own inspiration, shape his own environment, and share his adventure with whoever is interested. Tools that aid this process are sought and promoted by the WHOLE EARTH CATALOG. The 1968 catalog divided itself into seven broad sections:
… excerpt ends here. Continue reading the full article.
