Plein Air Painting Magazine

As many of you may heard, Plein Air Painting Magazine is coming back – yay!  I just received  this note from the publisher in my inbox that you all may be interested in reading.  –  Sarah Burns

Awake at 3 a.m.!
How My Early Panic Attack And Advice
From My Father Affected My Magazine Launch

A Message from B. Eric Rhoads, Art Publisher

When I was very young, my father offered me some excellent advice that has always stayed with me: “When everyone else is in black and white, son, always use color.”

I remember the moment clearly. I was looking over a brochure he’d created for his company. He told me his competitors always skimped on their brochures, and he always made his in color, even though that was much more expensive back in the 1950s. My father said, “You want everything you do to appear in the best possible light and to be better than anything on the market.” That advice has helped my career tremendously. I always sacrifice some profit in exchange for doing things with excellence.

Since we announced the return of PleinAir magazine on Christmas Eve, we have been scrambling to get it finished. We promised that it would be in the mail in the month of February, and our new editor, Steve Doherty, has the magazine ready to go to press.


Last week I awoke at three in the morning, my head spinning with ideas. My father’s words were echoing in my head, and I was asking myself if I could make PleinAir even better. Though it was already spectacular, I felt I needed to take it to an even higher level.

So I pulled out my iPad and typed a five-page note to Steve with a list of new ideas for the magazine — things we’ve never done before. His enthusiastic response was, “Great ideas, Eric, and I’m willing to do whatever you want. But you know this is going to take some time to put together. It will delay us by a week or two, and it’s going to cost a whole lot more to do it. Are you sure you want to do that?”

I’m sure.

The original PleinAir magazine, which we launched in 2004, had passionate subscribers because they loved what we were doing. But I’ve decided the new PleinAir magazine needs to top the original. The new features are really great, including expanded stories with even more images, plus a story on a painter we recently discovered who paints like a madman and is the next art rock star (that’s a good thing). It will be worth the wait, and, as promised, it will be mailed in time to be received in February. I can’t wait for you to see it.

When we originally published the magazine, Richard Schmid called PleinAir “the most beautiful art magazine in America.” I can’t wait to hear what he says when he sees the new one.

PleinAir Is The Root Of All Painting

One hundred and thirteen years ago, in 1898, artist Daniel Parkhurst said in his book The Painter in Oil, “The most important movement in modern art … is what I have mentioned as the plein air movement … Working in this way, certain qualities get into the pictures unavoidably …the color was fresher and truer … there was more breadth and frankness, and less conventionality and mere picture-making. The spirit of the open got onto the canvas, and the whole type of picture was changed. For the first time out-of-door values were studied as things in themselves interesting and important. The result on landscape pictures was that pictures painted in the studio seemed unreal and insincere, and that men looked and studied less for the making of pictures, and more for what nature had to reveal.”

Outdoor painting is also the root of many great works that started as plein air sketches but ended up as finished studio pieces. PleinAir magazine is about outdoor and studio works.  Unlike other art magazines, this magazine bridges the gap between artists and the collectors who love to attend events and “paint outs” to see what artists are painting and get a sense of the process. You’ll also see ads from galleries (plein air-specific and non-plein air-specific), artists, and art materials companies! (Advertisers, we can still fit a couple more in!)

“Wait And See” Might Mean Wait And Don’t See

If you’re waiting to see the publication before you subscribe and plan to pick it up on the newsstand, please know that our original first issue sold out at newsstands in one day. We anticipate that, even though we’re overprinting, our first issue will sell out on the newsstands and in our archives. I believe the first issue will become a collectors’ issue, just like the original PleinAir.

How To Guarantee You’ll Get The First Issue

Any subscriptions received by February 16 are guaranteed a copy of the first issue in the mail. Any subscriptions received after that date won’t receive the magazine until issue #2. Plus, if you subscribe you’ll receive our digital edition The Best of PleinAir Magazine, which contains stories from the first issues of the original magazine that are no longer available in print.

Please subscribe today at

Thanks for your patience with my tendency toward perfectionism. Also, if you subscribed already, thank you! Please pass on this e-mail to someone you think would enjoy PleinAir. Though we have already broken our records for the most subscriptions sold in a short time, I want the world to know about this magazine, so please pass it on to your art friends: artists, collectors, museums and galleries.


Eric Rhoads

P.S.: I wake up a lot in the middle of the night with lots of ideas. If you see me online, we can chat. I hope you’ll friend me on Facebook, @ericrhoads, though I’m almost at my friend limit. Also join our PleinAir magazine Facebook page for updates from Steve and me.


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