Ruscha’s landmark art publication Twentysix Gasoline Stations did not sell very well upon its release and was rejected by the Library of Congress due to “unorthodox form and lack of information.”

Ruscha took this ad out in Artforum magazine advertising emphasizing the rejection and advertising copies of the publication available for $3.

The ad space was given in lieu of payment for Ed Ruscha’s layout work for the magazine. He is credited in the masthead of this issue under a pseudonym ‘Eddie Russia.’

An absolutely perfect example of getting things wrong in the right way.

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