The problem with Sarah, of course – as the music press insisted on telling everyone every week – was that we had no ambition; we were just happy in our bedrooms, mailing out 50 copies of everything to people we knew personally. Sigh. This is a quarter-page ad from the NME, 9th Feb 1991. The thing below it is a quarter-page ad for My Bloody Valentine’s Tremolo EP on Creation. Ah, Creation – they wore leather trousers and did drugs and had a photocopier and everything, just like a proper label (James Brown – journalist, not Godfather of Soul – once mocked us, to our face, for not having our own photocopier). Is Tremolo one of the good ones? – I can’t remember.
Cliftonprint was where we got our wraparound 7″ sleeves printed from SARAH 12 onwards; they also did the newsletters, Saropoly and odd bits of typesetting and screening (producing a bromide print of a photo with the image turned into dots, which we could then stick into a paste-up). They mostly printed letterheads and wedding invites, and I think were a bit wary of us at first; they certainly weren’t convinced by our idea for the first Wake sleeve (two screens, one at high contrast, one at low, printed in two shades of red/purple), but were so tickled by the result they ended up displaying it in their window. Which probably means it’s been seen by more people than anything else we ever did.