Paper Moon Keeps Troy Weird and Well-Read

Local DJ Josh Gruft Opens Subculture and Art Magazine Store and Event Space in Downtown Troy

In 2015 when I revealed to my family and friends that I was quitting my PR executive job and going into the used book industry, my news was met with admiration and excitement but behind those smiles was lurking a wee bit of pity too. “Poor girl. Does she not realize people don’t read any more? No one buys books. Bless her heart.” And those concerns were legitimate and valid – the publishing world is constantly in crisis, monthly magazines struggle to stay relevant in a 24/7 new-cycle world, and people can find whatever they want on their phones without leaving their toilet! As a small business owner and especially one that deals in an “outdated” media, business is never consistent or stable but it’s also exciting and evolving since there are no rules when you are the boss. 

In the autumn of 2023, a customer of mine whom I had befriended – Josh Gruft – told me his dream was to open a magazine store. “Poor lad. Does he not realize people don’t read any more? No one buys magazines. Bless his heart.” But we dreamers stick together.  I shared my struggles and advice with Josh and a few months later, he proudly opened Paper Moon at 42 4th Street in Troy. 

Born in Albany and raised in Latham, Josh has his finger on the pulse of Troy and its many subcultures. A renaissance man, Josh is widely recognized in the local music and nightlife scene as DJ Mercy and the drummer of various genre-bending bands. In addition, he launched Hypersaturation Magazine, a quarterly cultural scrapbook featuring everything “slightly off-color” in 2021; after 13 issues, he stopped printing in order to focus on Paper Moon, although he still publishes regular smaller zines celebrating local artists and writers under the Paper Moon moniker.  To summarize, Josh KNOWS what Troy needs, he KNOWS what Troy wants and he has the outreach to do that. And what does Troy want? Troy wants to see its people, its culture, its interests in magazines. Troy wants weird! 

Paper Moon’s walls are lined with magazines you won’t find at your dentist’s office: The Metrograph for cinephiles; Aperture for photographers; magazines for the LGBTQIA+ community like Thiird and Boys! Boys! Boys!;  Eaten ‘the food history magazine;” as well as European fashion magazines and Mildew, a magazine dedicated to thrifting. Popular sellers include Broccoli and Mushroom, cannabis and psychedelic mushroom-focused publications. Paper Moon’s inventory also includes a curated collection of subculture books, locally published books, graphic novels, comics, mix tapes and records. Josh has been able to create an expansive inventory that appeals not only to the college students attending the area’s multiple colleges but also attracts artists, musicians, and essentially anyone who doesn’t own something that reads “Live, Laugh, Love.” Basic b*tches are not picking up an issue of People here. The store also hosts an impressive array of “underground” after-hour events from hip-hop nights to open mic to tiny art exhibits.  

Paper Moon is open Wednesdays- Fridays 11 a.m. – 7 p.m., Saturdays 11 a.m. – 5 p.m. and Sundays noon to 5  p.m. Follow Paper Moon on Instagram at @paper_moon_troy for additional information. 

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