A publisher’s dream and the nightmare reality Call-out
By Zarminae Ansari

Petite powerhouse Maria Aslam Hyder, an architect from IVSAA (Indus Valley School of Art and Architecture, Karachi) did what many people have tried in the past and failed, or did not even attempt for fear of failure. She started a new art and architecture magazine in Pakistan with a view to improving the design quality, called ADA (Architecture Design Art). The architecture/ design fraternity welcomed the beautifully laid-out publication with its unusual dimensions (23cm x 32cm), but some wondered how long it would last. Well it has – for the past four years. However, Maria is candid about the fact that it has been an uphill battle and continues to be a challenge both on the personal as well as on the financial front.

She also presented an interesting angle to the issue of cross-border trade, in an interviewed for Aman ki Asha at the recent “Re-engagement for peace” – the second of the Aman ki Asha Strategic Seminar series, held in Karachi last week. We spoke after the session on the role of media addressed by Ravi Dhariwal, Managing Director, the Times of India and worldwide President of International Newspapers Marketing Association (INMA)

Why did you decide to start a new magazine when there are others?

I have traveled extensively and lived abroad for many years. It pained me to see that the plethora of quality publications on architecture from our neighboring countries but nothing from Pakistan: there was a vacuum. I decided then that if I do land back in Pakistan I would start a publication on architecture. On my return, architect Arshad Abdulla asked what I wanted to do. I said: “Write/document architecture but I don’t have a platform”. His simple reply “Create one!” pushed me to jump into this venture emotionally, without any business model. It’s been a challenge to go against all the norms.

What are the personal and professional challenges?

When faced with deadlines, I will not compromise on the quality of content, printing or journalistic integrity. Since I get involved in all stages of production, it takes quite a toll on me, and on my family. But these are our formative years. I have heard it too often that many magazines were started but fizzled out. I also know that unfortunately there are elements that are waiting for this to happen. I will not forgive myself if I give in.

Professionally, the biggest challenge is to survive, to sustain the magazine. There is simply no backing, no funding and no actual recognition from most organisations! The global recession has also had a negative effect on advertising revenues.

What’s the most rewarding part of it?

Simple things: every time a new issue comes out, or when somebody praises ADA not knowing that I am behind it. But ADA has to go far very far…and miles to go before I sleep!

You were also the 2007-2009 Chairperson of the Institute of Architects Pakistan (IAP) Karachi chapter. What was your best achievement?

I think holding the IAP Home competition. The groundbreaking will take place soon. Also, the successful branding of IPEX (Institute of Architects Pakistan Expo) – the exhibition of building materials industry with conferences and seminars for builders and architects. It was considered one of the best shows, titled “Celebrating Architecture”. We highlighted the 50 years of IAP history and brought different generations of architects on one platform. Instead of inviting international speakers, we focused on IAP and its founders. One of the founders, Nazrul Islam, now lives in Bangladesh, and sent us a video address. There were also three exhibitions – on installations, curated by Rizwan Beyg; on photography curated by Amean J.: and on architect’s portfolio, curated by Anwer Quettawalla.

Where do you see the profession in the future?

Magic and design, fame and obscurity, technique and fantasy! Anything is possible in these ever-changing yet full-of-potential times!!

….And yourself and ADA?

I hope you see us in a lot of places! We have made tremendous inroads in the international market. The magazine is now present in leading educational institutes of the world, in the US and Canada, at MIT, Roger Williams, RISD, Harvard, Stanford, University of Toronto. In the Middle East: architecture departments at various colleges in Dubai, Qatar University.

We are media partners on major art and architecture platforms. There has to be constructive criticism in the creative fields and I want to portray that about Pakistan to the rest of the world.

You mentioned trade with India – how can that help?

When ADA was launched in 2008, Kirtee Shah, a major Indian architect was visiting. He wrote a piece on green, sustainable architecture. This opened ADA to the Indian audience. We shared copies with peers and academics. We got many calls. Jinisha Jain and Rubab Jafri started writing for us as correspondents. Certain institutes in India want to subscribe to ADA, and we are working on how to to receive subscription payments. There is so much censorship on the transfer of information. Channels of information are not so open between the two countries. That’s where the intellectuals, as well as the masses suffer.

The issue raised by this brave young entrepreneur, architect and publisher about cross-border trade and information exchange is a case in point for the various Aman ki Asha initiatives taken by the Jang Group and The Times of India. Quality publications may get a new lease on life if allowed to cross the border. Pakistan would have more to gain in this situation simply because the market for publications is exponentially larger in India.

Compared to the almost 4,000 architects and urban planners from around Pakistan registered with the Pakistan Council of Architects and Town Planners (PCATP), there are over 3,000 in Mumbai alone! Compared to the handful of recognized institutions of architecture and design in Pakistan there are an overwhelming number in India. If even a fraction of them started subscribing to Pakistan’s trade journals in general and to ADA specifically in the case of architecture and planning institutes, these journals could survive – even thrive. Architects could learn so much from the exchange of information on design, building materials, structural systems, and more, because of a shared geography, climate and architectural heritage. And this is just one profession, one field of academics.

The writer is an architect, writer and music video producer of ‘Yahaan’, promoting the Northern areas of Pakistan