Last week, I explained why Hester Keijser and I made a newspaper instead of a traditional exhibition catalogue. One of our reasons was so that we could playfully distribute the information in the exhibition at no cost to the public; to unexpected and unexpecting people.

This week, Gemma Thorpe and I handed out 100 copies to people on the streets of Amsterdam.

This is 3,100 copies, not 100.

We began by rolling them into tubes, tied with string.

Giddy with anticipation.

We’d just been to see the Joel Sternfeld show and the excellent Arnon Gundberg exhibit Les vacances de Monsieur Grunberg at FOAM photo gallery.

FOAM wouldn’t allow us to leave copies in it’s reception, so we began distributing outside.

This man said he’d read it on the train.

We left a few copies in appealing bicycle baskets.

While I ate my chips and mayo, I handed them out on a street corner outside a jewelers.

This guy wanted one.

We stopped by a couple of weed coffeeshops …

… and left them in the magazine racks.

This lady was happy with her copy.

And so was the man at the Turkish Kebab House. We left a few more on his counter for his customers.

Know your audience. It was an English language publication after all.

As dusk fell, just a few more left to give out.

The final five went with us to the pub …

… where this man wanted to take our portrait. We said no, but his disappointment was allayed by a copy of the Cruel and Unusual newspaper.

And, not happy with one European country, the next day the final few copies got left at Manchester Piccadilly train station.

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