"[1]"10×10 was inspired in part by lack of direct access for the general public to many of these books, some of which were published decades ago in limited editions.
"[2] They organizes public events in the form of salons and "reading rooms" — touring interactive exhibitions of photobooks that invite viewers to sit and leaf through a curated selection of works.
[3] 10x10 Photobooks was co-founded by Russet Lederman, Olga Yatskevich and Matthew Carson (emeritus) in 2012, with David Solo joining as Grants Director in 2021 and Karen Kertesz-Sklar as Salon Manager in 2024 .
She also co-edits The Gould Collection,[4] lectures internationally on photobooks, and has received awards and grants from Prix Ars Electronica and the Smithsonian American Art museum.
[7] A pop-up reading room called "10x10 American Photobooks" was presented at the Tokyo Metropolitan Museum of Photography September 11-October 6, 2013.
Selected by twelve Latin American specialists, the reading room was a hands-on opportunity for North American audiences to browse a range of recently published books from Latin America that are rarely seen or available in the U.S.[10] How We See: Photobooks by Women was a hands-on touring reading room, publication and series of public events featuring a global range of one hundred 21st-century photobooks by women photographers.
It is illustrated with photographs of classic bound titles, portfolios, personal albums, unpublished books, zines and scrapbooks, ranging from well-known publications to the more obscure.