Once again it was Haviland who came to the rescue. In early 1915 he told Stieglitz that 291 was in a rut, and something bold was needed to bring it back again. He assembled a close circle of relatively well-off friends, including Agnes Meyer and Dorothy Norman, and together with Stieglitz they came up with the idea of publishing a new magazine. They decided that this time it would be not only a magazine about art but a work of art itself, printed in a limited edition with very high quality paper and reproductions. The new magazine, which they all agreed should be called "291", appeared in March, 1915, to critical acclaim. Twelve issues of "291" were printed over the next fourteen months, showcasing some of the most avant-garde art and design of the times.