Its outsize pages measured 11×14 inches (28×36 cm). Later editions were more than an inch thick. The early editions were published by the Portola Institute, headed by Richard Raymond. The so-called "Last Whole Earth Catalogue" (June 1971) won the first U.S. National Book Award in category Contemporary Affairs. It was the first time a catalog had ever won such an award. Brand's intent with the catalog was to provide education and "access to tools" so a reader could "find his own inspiration, shape his own environment, and share his adventure with whoever is interested." J. Baldwin was a young designer and instructor of design at colleges around the San Francisco Bay (San Francisco State University [then San Francisco State College], the San Francisco Art Institute, and the California College of the Arts [then California College of Arts and Crafts]). As he recalled in the film "Ecological Design" (1994), "Stewart Brand came to me because he heard that I read catalogs. He said, 'I want to make this thing called a "whole Earth" catalog so that anyone on Earth can pick up a telephone and find out the complete information on anything. ... That's my goal.'" Baldwin served as the chief editor of subjects in the areas of technology and design, both in the catalog itself and in other publications which arose from it. True to his 1966 vision, Brand's publishing efforts were suffused with an awareness of the importance of ecology, both as a field of study and as an influence upon the future of humankind and emerging human awareness. From the opening page of the 1969 "Catalog":  The 1968 catalog divided itself into seven broad sections:   Within each section, the best tools and books the editors could find were collected and listed, along with images, reviews and uses, prices, and suppliers. The reader was also able to order some items directly through the catalog. Later editions changed a few of the headings, but generally kept the same overall framework. The "Catalog" used a broad definition of "tools." There were informative tools, such as books, maps, professional journals, courses, and classes. There were well-designed special-purpose utensils, including garden tools, carpenters' and masons' tools, welding equipment, chainsaws, fiberglass materials, tents, hiking shoes, and potters' wheels. There were even early synthesizers and personal computers. The "Catalog"'s publication coincided with a great wave of convention-challenging experimentalism and a do-it-yourself attitude associated with "the counterculture," and tended to appeal not only to the intelligentsia of the movement, but to creative, hands-on, and outdoorsy people of many stripes.