Aspen is a multimedia magazine packaged in a cardboard box or folder—each issue includes pamphlets, posters, film, flexi-disc records and other art objects designed by artists. Advertisements proclaimed its radical format and wide-ranging contents: "you hear it, hang it, feel it, fly it, sniff it, play with it." The idea behind the periodicalcame from Phyllis Johnson who had previously been the editor of Women's Wear Daily and Advertising Age. She originally conceived of Aspen as a collection of materials that reflected the rich cultural and recreational experience available in the city of Aspen. Later, it became something resembling an art collection in a box, filled with artistic collaborations and experimentations with contributions from artists and musicians such as Eleanor Antin, Dan Graham, John Cage, Carolee Schneemann, Philip Glass, and Andy Warhol.