Art Print Issues by Barney Davey

Transforming Art Marketing

If you don't like change, you're going to like irrelevancy even less. - General Eric Shinsheki, Retired Chief of Staff United States Army

The speed of change in how we communicate with each other, how we find information, how we make decisions is increasing. We find, use and rely on all matter of sources that were not in existence until recent times. Check out this Transform Your Marketing Slideshare presentation from the the smart marketing folks at Hubspot.  You'll find the quote above in it. 

Transform Your Marketing

View more presentations from HubSpot Internet Marketing

Embracing change is no longer optional

Granted Hubspot's focus may be above and beyond the reach of most self-published artists, there is still much the smallest art marketing operation can take away from looking at how it operates. The reality is artists selling digital fine art giclee reproductions have to find ways to distribute their own work.

This doesn't mean artists should turn their back to traditional marketing, as in using galleries, although many have. It means the tools are there, the rationale is there and the changing landscape in how consumers want to buy everything, including fine art prints, has changed.

How art gets to market and how artists promote themselves is constantly evolving

The significant changes in how art prints are marketed is why I re-edited and then added four new chapters, which increased the content by 30%, to the second edition of How to Profit from the Art Print.

  The same is true for the Alyson Stanfield, the Art Biz Coach, who has revised and expanded her art marketing book, I'd Rather Be In the Studio. It's a must have for visual artists who do their own self-promotion. It is available in a pre-order special on her website with some great bonus offers if you place your order now.

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Decade in Review for the Art Print Market

There have been numerous reviews of the past decade in print, broadcast and online media such as this one from Newsweek: Decade in Review (It is seven minutes long).

 

Here is my take on The Decade in Review for the Art Print Market. The dates and information supplied are subjective, arbitrary, approximate and included to the best of my ability, but not guaranteed for accuracy.

 

1999 (These items in this year are not officially part of the 2000 Decade, but close and significant enough to include)

• Commerce Publishing Company sold to Pfingsten Partners LLC. Properties include Decor magazine, and its sister Art Buyers Caravan, Frame-o-rama and Galeria tradeshow division.

o Actually happened in mid-1999, but most changes due to new ownership started in the new decade

o Many longtime employees leave Decor and Decor Expo

• Getty Images buys Art.com for $115 million in May 1999

2000

• Art Buyers Caravan (ABC), Frame-o-rama and Galeria shows rebranded as Decor Expo

• Cafepress.com gets initial VC funding

• West Coast Art & Frame Show in second year continues to grow with nearly 250 booths

2001

• Terrorist attacks on 9-11-2001 cause Atlanta Decor Expo show to be cancelled

o This singular event was a turning point for the industry

o Although some shows continued to grow in size, the industry never fully recovered its momentum as other factors compounded to stymie its growth

• In the wake of the dotcom bomb stock implosion, the founders of Allwall.com purchase Art.com from Getty Images for a fraction of Getty’s purchase price

2002

• Pfingsten Publishing & Advanstar Communications agree to single registration fee, to share registration and shuttle buses expenses between venues at the Jacob Javits Centerwhere ArtExpo is held and the Westside Piers where Decor Expo Art & Framing shows are held

• Art Copyright Coalition is formed by Art Publisher's Association members

• Alyson Stanfield launches www.ArtBizCoach.com

2003

• Pfingsten Publishing & Advanstar Communications agree to co-exist in the Jacob Javits Center putting ArtExpo, Decor Expo in the same location for the first time ever

• West Coast Art & Frame Show fills void in exhibit space as it grows with more art publishers finding success at its show

• Digital art begins to get traction in fine art print market

2004

• ArtExpo New York and the Atlanta Decor Expo (formerly Atlanta ABC Show) continue to grow in size and importance

• Internet retailers command growing sales from consumers and in orders from poster publishers

• Thomas Kinkade featured on CBS News "60 Minutes" show

• Increasing volume of Chinese assembly line oil paintings create concerns

2005

• Barney Davey launches Art Print News; publishing it as an online newsletter

• Atlanta Decor Expo lands at # 145 on the Tradeshow Week 200 signifying it is one of the largest tradeshows in the US

• Advanstar Communications agrees to sell its art properties, including ArtExpo shows and Art Business News magazine to Pfingsten Publishing LLC

• Print-on-demand technology proves to be a game changer as giclée sales eclipse all other media in the limited edition market

• Sharp decline in the number of independent art retailers brought on by the rise of Internet shopping, growth of big box stores, flood of cheap Chinese oil paintings and changes in consumer tastes wreak havoc on the poster publishing business

• Allposters.com and Art.com merge. Allposters.com is #145 on Internet Retailer Top 400 and Art.com is #95. Both sites continue to operate independently to date

• Etsy.com is launched

• Marilyn Sholin launches www.DigitalPaintingForum.com

2006

• Art Print News changes format from online newsletter to blog

• Summit Business Media LLC acquires Pfingsten Publishing LLC for the latter’s financial publishing properties. Art group gets short shrift as management unsuccessfully seeks a new buyer for it

• Imagekind.com is founded

• Thomas Kinkade is reported to have earned $53 million in the period 1997 to May 2005

• West Coast Art & Frame Show continues strong appeal to art exhibitor grows to more than 500 booths

2007

• Changing economic and market conditions continue to cause dramatic declines in booth space at tradeshows and ad space in trade magazines

• Decor Expo New York is cancelled and move to Baltimore. For the first time in three decades there is not a spring international picture framing and poster publishing tradeshow in New York

• Inaugural ArtExpo Las Vegas show opens to mixed signals

• Blogging for independent artists takes on growing use and importance

2008

• Decor Expo Baltimore is canceled

• Imagekind.com is acquired by Cafepress.com

• Etsy Raises $27 Million to Expand Marketplace for handmade goods

• ArtExpo Las Vegas opens on day Dow drops 600 points. Show never recovers

• Limited edition Shepard Fairey art available exclusively at CafePress through partnership with Rock The Vote

• Wyland paints 99th Whaling Wall "Water for Life” in North Lauderdale, Florida

2009

• Kim Feager, publisher of Decor, Art Business News and Volume magazines, and Eric Smith, Art Group Vice-President purchase the art group properties from Summit Business Media LLC. Feager gets magazines and Decor Expo shows. Smith gets ArtExpo shows.

• Decor Expo Atlanta cancels 2009 show. New owners vow to return stronger in 2010

• ArtExpo Las Vegas show canceled, future is doubtful

• ArtExpo New York announces it will move to Pier 94 from the Jacob Javits Center

• Social media outlets including Facebook, Twitter and LinkedIn rise to become important marketing vehicles for artists and publishers

 

Undoubtedly, there were other momentous events affecting the art print market in the past decade. These mentioned where what easily came to mind for me, thus making this list both arbitrary and potentially inaccurate. I welcome all comments with corrections and additional items worthy of mention in the past decade.

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Start your year off with the learning and inspiration you will get from the 2010 SmARTist Telesummit in January!

If you want more help on you career from me, I will be one of the eleven speakers the 4th Annual SmARTist Telesummit. Click here to sign up now or to get more information about the topnotch panel of presenters who are ready to help you catapult your career this January. With the impressive lineup Arianne Goodwin has put together, you are sure to get a very positive career boost from your investment in time and money.

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The Best of Times, The Worst of Times

It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it was the season of Darkness, it was the spring of hope, it was the winter of despair, we had everything before us, we had nothing before us, we were all going direct to heaven, we were all going direct the other way - in short, the period was so far like the present period, that some of its noisiest authorities insisted on its being received, for good or for evil, in the superlative degree of comparison only.

Charles Dickens, A Tale of Two Cities
English novelist (1812 - 1870)

Art and commerce - Making room for both

Some find pursuing commerce in parallel with producing art a soulless pursuit. I can understand such sentiment. Since this blog mainly is about the business of art; about helping artists make a living from their art, I suppose not many who feel that way regularly read it. 

Just acknowledging art comes from an intensely personal place makes it easy to grasp that sales and marketing activities sullies the process for some artists. The Art Biz Coach, Alyson Stanfield, neatly summed up the notion in the title of her bestselling book, I'd Rather Be in the Studio.

On a personal level, I quite honestly would rather write for a living than work at marketing and sales for a high tech firm. It's not that the work is distasteful or unrewarding because it is neither. It's just not what I'd do if I didn't have a need for decent benefits and a steady income. With no regrets, I suppose if I'd had the epiphany to think this way in younger years, I would have done things differently. Younger artists reading this, please take note.

Many very successful print artists rose through the ranks of illustrators

If you study the history of many artists who have "made it", you find a common thread. That is, many of them supported themselves by toiling away doing other things. Look at the number of fine artists who began as illustrators and ended up with significant careers in the print market. Their ranks make an impressive "Who's Who" list, including Howard Behrens,  Arnold Friberg, Richard Thompson, Norman Rockwell and Andy Warhol. A list that represents a mere smattering of artists who traveled this path.

In some ways, a career starting as an illustrator is the ideal training vehicle for would-be fine artists who seek a commercially viable career. They learn to create art that is both utilitarian and beautiful on demand. They learn the value of creating art that enhances commercial efforts. They learn to imbue their creativity into mundane things. Who could argue with the outcome?

There are those who decry the ongoing decline in the use of traditional illustrators who have seen their role usurped by technology and digital art. It is sad to think the system that bore so much fruit is no longer as necessary and one wonders how will new artists find their way now. From a nostalgic perspective, I agree. From a realistic perspective, I accept and welcome change and the unexpected outcome it will bring.

We are on the precipice of being amazed by how the best among us use technology to create art

I'm eager to see what the future holds for young graphic designers and artists working their magic on Wacom tablets in Painter, Illustrator, Photoshop and similar programs today. It will be fun to see how they have learned to harness the power of technology. It's hard to imagine what they will bring forth from their own experiences toiling away in the halls of commerce while simultaneously working on their skills and building a body of work. This is not to say there aren't already plenty of examples of artists creating phenomenal digital art that is creative, beautiful and thought provoking because there is. It is more to say years or decades of experience in a disciplined field tend to produce results unlike any other.

Some worry that technology tends to dumb down the culture with a "Calculators have no place in school rooms" mentality. The logical extension would be Photoshop, Painter and Illustrator make it too easy for hacks to get by. I argue the intrinsic qualities that make an artist unique will make that artist stand out against the best equipped hack. And, despite the occasional slip, the wisdom of crowds nearly always prevails allowing the best among us to properly be recognized and rewarded.

Making the argument that these are the worst of times is not difficult today

The state of the economy and the scary news around it is as great as nearly any living person can recall. Reading the front page or watching the evening news is a testament to our fortitude. Can any of us honestly do these things without feeling a bit or a lot uneasy? Certainly, what we are living through with unending waves of layoffs, bankruptcies, foreclosures and shocking economic bad news in many ways qualifies as the worst of times. You'll get no argument here.

It is just as easy to make the argument this is the best of times for artists

I've said it before and will continue to say it as long as the many years ahead I plan to write this blog: This is a great time to be an artist. I go beyond just saying it's great timing to be a visual artist, which encompasses fine artists, photographers, digital artists and graphic designers. It arguably is a great time to be a musician, an actor, or a writer, too.

Technology has made so many things possible, like this blog, for instance. Print-on-demand technology and increasing advancements in video and audio recording all put tremendous power in the hands of individual artists. Couple those advancements with the ability to deliver their creative output via the Internet and other digital distribution methods and you have a strong argument for this being the best of times. I think it is easy to forget that in the good old days breaking in as an artist in any genre was tough. It still is. What is different now is that artists of all stripes can make their own luck in ways not available to previous generations.

Life's checks and balances seem fully in play just now

Perhaps it is the curse that comes with the blessing that these remarkable tools and advancements would arrive at a time of tremendous hardship and difficulty for many of us. Just as we are poised to make and deliver our best work, brilliantly made and eloquently presented, we are struck with a collector pool stunned by bad news and fears of worse to come.

It seems to me this is a time to learn not only how to harness technology for our individual gains, but also to learn how to use it in new ways to make for the collective good. That is for our fellow artists and for our shared body of collectors. How such a quaint and grandiose notion gets implemented is not for this post. It is rather for an ongoing dialog between all interested parties.

The light-speed evolution of social media and networking offers unwanted diversion and welcome opportunity

Most of us are still grasping with how to make good use and not foolish waste of time use of new and interesting tools such as Facebook, Twitter, blogs and even Web sites, for that matter. To be alive now is to be a living witness to changes that we feel and see everyday which ultimately will take us to new and different ways of making art and making distribution channels to deliver it. Some of these tools will go the way of VHS tapes and audio cassettes while other will evolve into deeply integrated aspects of our lives on nearly every level. It will be the best of times and a bit of a joy ride to participate and see how it all unfolds. You'll be telling future generations about these times.

Don't stop now

Technology is not a tool to make the works of hacks and amateurs passable. In the hands of the most talented, it will lift us and inspire us in ways we have yet to imagine. To my mind, it is the worst of times to be a pessimist and the best of times to be an optimist. It is a time to cautiously go forth with one's best plans, and to be cautiously aware those plans will need to be monitored and adjusted to inevitable changes. If you are like everyone else, you have already slowed your roll a bit, which is natural and prudent. I do admonish you, however, to keep on moving and leave you with the wisdom of the Great Depression era's best humorist and philosopher: 

Even if you're on the right track, you'll get run over if you just sit there.
Will Rogers (1879 - 1935)

Three Art Marketing & Art Publishing Links to Make You Think!

It goes without saying, there is a great amount of very good information for visual artists to be found on the Internet. That so many put forth the effort to share what they know is remarkable. These folks, all of whom have full lives, are to be commended for their efforts.

We'll start with post from Myron Arndt. He has been a publisher in the art print market for many years. Long enough to have observed the many twists and turns this market segment has taken. I'm sure he's like me and would not have predicted a few years back how much the open edition print market has changed. Undaunted, he provides some straightforward advice in his Art Business Thoughts blog post titled: 10 Simple Things Artists Should Know About Reproductions. As the title implies, the information is simple, but knowing and paying attention to it can make a big difference when you are gearing up for the print market.

The art market is full of terms that have multiple meanings. For instance, ask 10 people what is a print and you get my drift. This next link, Getting Your Artwork Published, is from gifted pen of Lori Woodward Simons. Now, when I hear getting art published, I go straight to thinking about someone like Myron Arndt at his Island Art Publishers taking on an artist's work.

Not so fast, Lori's article is all about getting your work published in a print magazine. The same term takes a different meaning under her tutelage. Her article, published on Clint Watson's splendid Fine Art Views blog, where she is a regular contributor, gives great insight borne from years of her personal experience and observation.

I've long been a proponent of getting publicity wherever possible. Lori's advice on how to go about it should be must reading for any artist seeking to get wider exposure via traditional media. Good publicity is worth its weight in gold. You just can't buy the credibility that comes with the strong implied third-party endorsement of a well placed media piece.

Now that you have some ideas for making prints and how to go about getting recognition for your work, you need some ideas on how to get it to market. Who better to give you a unique twist, one you probably haven't given much thought, than Alyson Stanfield, in her Art Marketing Action newsletter? Recently, she published a piece titled, Get People to Sell Your Art for You. The article has great ideas and links to dig further into affiliate marketing.

True to form, after hearing from her readers, she followed up with more thoughts in her Art Biz Blog to offer more clarity on the subject. You can read Is Affiliate Marketing for You? there. It asks and answers the questions about whether such marketing techniques are useful for everyone. The answer, is of course, no. As with any serious undertaking, you have to judge your fitness and desire to take on projects no matter how promising they seem. One thing is for certain, getting good solid advice from art industry veterans such as the fine folks featured here can only help your cause.

Visual Artist Entrepreneur Seizing Opportunity

Do you blog? Do you post frequently? If so, where do you get your ideas for topics? I don't have a method for finding topics,most of them find me.

I always try to stay open to opportunity. To do that, I read lots of things completely unrelated to the art business. My previous post about using the Ferrari model of selling limited editions of its $600,000 Enzo model is an example. It provided a spark of an idea that could just as easily be applied to the art print market despite the obvious price differences.

Besides finding inspiration in odd places, I usually have a few ideas for posts cogitating and rumbling around my brain and my other brain all of the time. Sometimes they are just waiting for the right stimulus to provoke the post. Such is the case today. My friend Mike Geraghty was one of the first to purchase my book. It was through the book and my newsletter that our friendship evolved into mutual admiration. Enough to survive agreeing to disagree about politics.

I have had the idea to write about Mike's intrepid adventure into another facet of the print market for some time. Alyson Stanfield's recent post, which mentioned a NYTimes.com story, Lucrative Art Careers, on her Art Biz Blog lit the fire for today's post. Alyson is having a BIG SALE on her I'd Rather Be In the Studio book with a whole bunch of freebies good only until December 21. Check out the image on the right sidebar for more details.

Mike is an extraordinarily gifted painter. He is an avid sportsman as well. Hailing from the Baltimore area, site of the Triple Crown's famous Preakness, he gravitated to painting thoroughbreds. You can see his work at his www.ipaintchampions.com Web site. Some say faces or hands are the hardest to draw and paint. But, there is plenty of argument for the degree of difficulty in painting horses as being the hardest. Put them in motion if you want to up the ante. However you come down on that debate, there is no denying Mike's obvious talent.

To say Mike is a smart guy is a given. He did after all jump on my book early on. In the book, I talk about unsung artists who have managed to carve out a successful career selling a steady stream of art prints, but outside of the spotlight that shines on such artists as Thomas Kinkade, Wyland, Robert Bateman, et cetera. Mike is that quintessential artist. Turning out the work, finding his own markets and managing nearly every aspect of his business singlehandedly. My hat is off to him for his success and perseverance.

Mike is an artist entrepreneur who keeps an open mind and looks to seize opportunity when he sees it. A few years ago, he encountered Andy Moursund, who owned a bookstore in a nearby Washington DC suburb. As a hobby, Andy had built up a collection of vintage college football posters. He had a developed a sideline business of inexpensively reproducing them for his customers. When the two met, Mike knew what he was looking at...OPPORTUNITY.

These posters are works of art just as vintage posters are. They may not be of the same quality as a Norman Rockwell Satruday Evening Post cover, but they nevertheless carry great nostalgia and significance, which makes them ripe for the collectible market.

These posters came from a day when illustrators were abundant and worked cheap. It was not huge cost to have original art created for each game poster. Mike and Andy have worked diligently to turn this sideline into a thriving print business. They have secured a professional distribution company and gone about getting proper licensing for each image. This in itself was a huge undertaking. You can see the result of their efforts on their site: www.historicfootballposters.com.

The business continues to grow and I predict it will be a cash cow for them for years to come. When you think about it, it is a near mortal lock type of business. There is a constantly replenished built-in audience of sports fans who love their college football teams -- show this work to some of them and they are going to have to own it. What is great is there is no competition. The images are vintage, the licenses from the universities involved is very hard to achieve, so there will be no knockoffs of this art. I wish them good luck, but am convinced they have already earned it.

As another example of seizing this type of opportunity, I have another friend who has secured the artwork for hundreds of garden and flower seed packets, all vintage. I predict he won't do as well as Mike and Andy, but he's got a potential for doing his own licensing and creating a print catalog that still will be timeless.

Keep your own mind open to opportunity. You might just find a great blog topic. Or if you are really lucky and truly paying attention, you might just find a fun lucrative side business of your own that will help take the pressure off having your art sales carrying your entire overhead.

The Last Lap Closes the Gap

I recently had a long engaging conversation with one of my three sisters. In the past few years, she has faced major changes in her life, including having lost a husband to cancer too early and seeing both her daughters move out and get on with their lives.

When one starts over after building a life around a family for 40 years, it can be disconcerting to just get enough traction to overcome inevitable inertia, much less get done with all the tasks facing a person in this position. For her, there were additional complications to deal with during this time. The dissolution of a complex estate and business, and the successive deaths of her in-laws whose estates also became her responsibility.

She dutifully managed and muddled through the most urgent items, (you can't keep the tax man waiting), but dithered on many other projects as they were just too overwhelming on personal, physical, psychic and emotional levels to crank on until done. I can't say I, or anyone else I know, would have been able to do more or better in her place.

When she had had enough time and had enough of living with too many unstarted or unfinished projects, she hired a professional organizer to help her get a grasp on what needed to be done and how to efficiently go about it. The decision was one of the best she's made when it comes to getting her life back under her control and giving her time to not just reflect but to react on the reflections.

She admits without the help she would still be quagmired in too much to do and not enough direction to begin to crawl out of it. To watch the metamorphosis has been enlightening and encouraging. I'm happy for her seeing a renewed interest in projects too long dormant. (She is a gifted musician, vocalist and composer and is now moving towards fulfilling some deferred goals with her muse and music.)

Seeing how an organizer has helped her confirms my belief that professional coaches, such as Art Biz Coach, Alyson Stanfield, profiled in the previous post here, can make a distinct difference on your career. The point is, whether you use Alyson or find your own adviser, if you hook up with one who works well with you, it is highly likely to pay impactful dividends on your career and business.

In the conversation with my sister, she mentioned marveling at her organizer's ability to continuously make what she adroitly calls The Last Lap. That is, work steadily on a project to completion. And, for her to see the projects finalized was very freeing for her. As they toiled away, the malaise of too much to do washed away and a brighter outlook came on her horizon.

What my sister found was to see projects either worked on steadily to completion, or if stopped before done to have the time taken to button up work in progress so as not to distract and demoralize, and to also take time to prepare before leaving an agenda for what actions were necessary to accomplish the next items on the list. These things are simple in reading, but too many tasks can be difficult and paralyzing in real life.

If you suffer from your own malaise bogged down by minutiae and too many things to do without enough time, you are a good candidate for some outside assistance. If you worry the cost will be too great, I argue the cost in not accomplishing the urgent important items in your life and career is far more costly.

A couplet came to mind as I wrote this:

The last lap
Closes the gap.

With due respect to Leonardo da Vinci's quote "Art is never finished only abandoned." I will intrepidly say finding a way to move more of your important urgent projects to completion will produce results you will enjoy. Stephen Covey's maxim, "Keep the main thing the main thing" is apropos here. Organize, prioritize and act on the main things in your life and reap the inherent benefits from your focused actions.

Discover How to Boost Your Career with the Art Biz Coach

Oh, put me in, Coach - I'm ready to play today;
Put me in, Coach - I'm ready to play today -John Fogerty lyrics to Centerfield

As a serious visual artist you need to surround yourself with people who can assist your career. They don't all have to be in your immediate circle of influence. Some of your best help will likely come from people with whom you may have no personal relationship, at least initially.

The Art Biz Coach is a standout in her field

Obviously, when it comes to a gallerist, dealer or curator, a close relationship is ideal. When it comes to someone who can help you get your career in gear, the help can come from a distance and be just as good as if the person were on your staff. In my humble opinion, the best most singular example of such a person is Alyson B. Stanfield, aka the Art Biz Coach.

In all probability, you already know of her, perhaps you subscribe to her excellent free Art Biz Blog, or have ordered and read her book, I'd Rather Be in the Studio. Or, maybe you've seen her speak or participated in one of her always insightful teleseminars. Whether you have partaken of her offerings, or not, it's in your interest to be aware of all she has to offer you as a visual artist.

Artists Can Learn from Alyson and from Her Example

You can see links to her books and services in the right sidebar of this blog. They are there because I believe Alyson is best positioned and experienced to offer coaching to artists seeking to elevate their careers. Her temperament, background and experience make her ideal for the work she does. If you want more information from my perspective, check out this page.

If you have had the good fortune to spend time whether by phone or in person with Alyson, you know she is a spark plug of energy and enthusiasm. We should be grateful she has chosen to work in the art patch. Yes, it's fun, has its moments and more than a bit of glam to it, but when it comes to being lucrative, there are other fields that offer more bankable potential. With her talents, she could have easily been a hit in some other occupations and careers. But, fortunately for our little corner of the world, Alyson is in it.

The Art Biz Coach Can Help You Get in the Game

If you haven't bought her book, treat yourself to more ideas and great suggestions than you can imagine in one a book. You can start reading on any page and find yourself taken away with inspiration and solid suggestions on how to improve your art business. Check out her speaking schedule and teleseminar schedule. If you find something of interest and follow through, you will be glad you did.

For those of you ready play and tired of sitting on the bench, heed John Fogerty's lyrics and let the Art Biz Coach put you in game in a professional way. 

The Value of a Descriptive URL

I began publishing Art Print Issues in 2005. Initially, it came was delivered as an 8-page PDF newsletter and available in HTML at:  www.artprintissues.barneydavey.com, a subdomain of my www.barneydavey.com Web site. BarneyDavey.com serves to promote my book and consulting services. You can find links to those early newsletter archives here on Art Print Issues.

Choosing the right blogging platform is helpful

A couple of years ago, I converted to blogging using Typepad as my platform. At the time, I felt the free Blogger was not robust enough for my tastes and WordPress platform required too much tech ability. Although both alternatives have made great improvements, I have never regretted the choice.

Choosing and using the right URL is both smart and crucial

Until recently, despite owning the ArtPrintIssues.com URL since well before its newsletter inception in 2005, I forwarded the address to my BarneyDavey.blogs.com Typepad URL. That was partly due my domain registrar not allowing me to do domain mapping. With domain mapping, one can use a service such as Typepad and have their personal URL function as their blog address. This looks so much more professional than having a composite subdomain address.

I had a confessed complacency with my doing something about my Art Print Issues URL. Since the Typepad URL contained my name, I delayed the hassle of transferring my URL to another domain registrar. I was also unnecessarily concerned about losing traffic or causing confusion during the process.

Choosing the right domain registrar makes your life and marketing easier

If you pay close attention to goings on here, you may noticed I finally put in the request to transfer from Namesecure to GoDaddy for my Art Print Issues domain. Now I wish I had done it sooner. Namesecure.com, my former domain registrar, has no way to contact or communicate with it besides email. It takes 24 or more hours to get a response. If you have issues, you have to be patient. GoDaddy, by comparison, has 24/7 US-based live help for all its services. There is no comparison. I have found the GoDaddy service to be topnotch with professional, friendly and knowledgeable. It took about a week to get the URL transferred. ICANN rules state they have to be done in 5 business days.

Once I had Art Print Issues with GoDaddy, it only took a few minutes to make the well documented changes provided by Typepad to the CNAME records. A couple of hours or less later and my Art Print Issues began to appear to my blog readers in the address bar. If you have any posts saved or bookmarked to the former URL, don't worry. They still work and will point directly to what you wanted to keep.

A good domain name is worth thousands, even millions!

Domains have a commoditized value. A check at www.urlappraisal.net shows ArtPrintIssues.com has an auction value of $5,629 while BarneyDavey.com is $7,540. When you think about name value, it makes the effort to get a URL in your own name as opposed to borrowing one from one of the free services worthwhile. When you use www.yourname.blogger.com, you do not own the URL and it has no value to you. I cannot be too smug about the value of my URLs when compared to ArtBizCoach.com which comes in at $32,645, or Art.com only worth a whopping $17 million and change.

The marketing communication branding value of a good domain to an artist is priceless

More importantly than the commoditized value of your URL is the priceless value of your personal brand of which your URL should be an important part. It can be debated, but I believe using your name in your URL is the best thing you can do. It helps with keyword searches, with personal branding, with recognition and with memory. If someone knows how to spell my name, they can easily find my Web address. If I tell someone to find my blog just remember Art Print Issues, they can get there easily without having to write down or remember some long complicated multi-part (yourname.blogspot.com) nomenclature.

When it comes to promoting your art, you are the brand. I think tag lines like "Painter of Light" are nonsensical and pretty much useless. Every painter paints light, some might capture it better, but do they truly sell more work because they say something like that in a slogan? I doubt it. To my ears, such phrases sound like empty words of blah-blah bravado. If the slogan were descriptive, "Painter of Vintage Autos", it would at least have communication and marketing value. But, I digress.

It's not too late to start using a good domain to help market and promote your art business

If you don't own the URL that is your name, and it is available in any form, get it. If you need to make it: www.johnsmithartist.com,  or some other variation, then get the one that works best. I realize some names are long or difficult to pronounce and this is a special challenge. In such cases, you may to be creative in how you brand yourself. Whatever you decide, stick with it and promote it like there is no tomorrow. You may have a considerable investment in branding a URL without your name, you have to decide what the value is and what the future value of using your name would be to you. It could be a tough thing to change, but in many cases, especially for emerging artists, it's better to bite the bullet now than waiting until you feel you have no options.

If you have a blog or Website that uses a multi-part URL that you don't own, try to get it domain mapped using your new URL. GoDaddy arguably is the easiest and it provides an email account with your URL. Speaking of email, set yours up so you can use the URL as your email address even if it is forwarded to your gmail, Yahoo, or AOL email address. This is just another case of looking professional and extending your brand into cyberspace. The more searchable your name, the better off you are. The more professional you appear in the details, the more confidence you give to dealers and collectors. A lot of little things that are nearly intangible go into making your best presentation of yourself and your business.

Creatively Borrowing Eclectic Link Karma #1

With apologies and admiration, I creatively borrow the Link Karma concept popularized by uber blogger, Brian Clark. He publishes the widely read and wildly popular Copy Blogger blog. If you haven't yet availed yourself of his offerings, here is a perfect example of why you should: Ernest Hemingway's Top 5 Tips for Writing Well.

Please enjoy the following eclectic list of links presented to inspire, inform and entertain you:

♦ Heifer International - Ending Hunger, Caring for the Earth: Ten Things You Can Do Today to End World Hunger

♦ With his Art Business Thoughts blog, Myron Arndt continues to provide invaluable insights from a successful art publisher's unique perspective. Here is one of his latest posts: Reproduction Glut and On-Demand.

♦ There once was a fellow from Sarasota
A retired art rep who always made quota
Now he produces podcasts
Full of wit and wisdom so fast
So his eager students miss not one iota -- for my friend, Dick Harrison, who shares his invaluable experiences and limericks (I trust he won't find the above too lame.) through his Sales Tips for Artists blog and podcasts. His latest missive is: Skills that Will Help You Sell Yourself and Your Art

♦ Clint Watson's Fine Art Views blog is one of the best online resources for visual artists. This recent post clearly shows why: Life and Art, Recursively

♦ The inimitable Art Biz Coach, Alyson Stanfield, who adds so much to the community of visual artists, generously provides a FREE 9-week program for setting up an Art Marketing Salon in your area. It's a terrific concept and a thorough program. Go ahead, get involved and make difference in your community.

♦ Art.com offers this fun program to bring out the inner artist in anyone. Careful, it can be addicting. Is there something you can do to create an interactive experience for your site visitors?

♦ Last, but far from least, The Positivity Blog, which I heartily recommend regular reading, provides: Mark Twain's Top 9 Tips for Living a Kick-Ass Life

Enjoy!

Thirteen Sure-Fire Rules to Create Success for the Emerging Artist - Part One

1. Don't paint or photograph with the preconceived view of becoming known for a look or style when you have so much to offer on a wide platform of personal interests.
2. Don't have any concerns whether galleries or collectors will have a clue as to what to expect from you when you jump from painting portraits to ponies. With your abundant talent, it doesn't matter because it's only time before the whole world is beckoning to it.
3. Don't submit to any of the multitude of regularly available columns, features, special sections and other FREE publicity opportunities. After all, why go for the filler copy when the cover stories are just around the corner?
4. Don't go out of your way to have any valuable contact with the media when you just know they will be courting you once you are rich and famous.
5. Don't ask any reps, whether they be advertising, tradeshow, framing, paper, printer or art reps, who call on you to tell you what is happening in the business; you wouldn't want to benefit from someone who sees the business from 30,000 feet when you can stay grounded in your studio.
6. Don't bother investing extra money to get the best digital scan possible for your reproductions. If less than the best is acceptable for you, by golly it ought to be good enough for your collectors and would be collectors.
7. Don't ever access the wealth of great information so freely shared by Alyson Stanfield, Robert Genn, Paul Dorrell, Dan's Empty Easel, Charley Parker, Katherine Tyrrell, Clint Watson, Dick Harrison and Barney Davey to name just a few because you suppose you can't trust anyone who is not another starving artist. Surely, they are a bunch of self-serving types just angling to retire once they glom on to a huge chunk of your awesome marketing budget.
8. Don't go to art tradeshows such as ArtExpo or Decor Expo when you can't afford to exhibit. Why would you waste your time seeing how your competitors are doing when none of it matches the masterpieces coming from your easel?
9. Don't waste your time reading a trade magazine like Art World News, Art Business News or Decor. You can't afford to have your creativity be informed by what the most successful artists and publishers in the business are doing.
10. Don't participate in artist discussion boards such as Wet Canvas, Digital Painting Forum, Art Scuttlebutt and Online Visual Artists when you could be watching reruns of Desperate Housewives instead. What could you possibly learn there you don't already know?
11. Don't use the Internet to market yourself and your business. Why would you spend your time with a Web site or one of those trendy Blog things? For heaven's sake, don't even think of whiling away precious hours starting a Squidoo lens or figuring out how the likes of Boing Boing might help jumpstart your career.
12. Don't succumb to the siren song of shameless self-promotion. Stay humble and know that hope alone will bring you all the sales, notice, fame and glory you surely deserve. Let the money grubbers have their time now, your lasting fame and legacy after you are long gone will be the best revenge.
13. Don't go to the extra expense of using a professional printer, or at least carefully follow all the procedures they employ to create lasting art, when you can bang out almost archival reproductions right on your desktop. After all, a giclee is a giclee is a giclee; right?.

BONUS POINTS

1. Don't take the snarky tongue-in-cheek comments personally and keep in mind that controversy sparks more interest than milquetoast commentary.
2. Keep in mind the timeless advice to Wear Sunscreen, which is the common name of a column titled Advice, like youth, probably just wasted on the young written by Mary Schmich and published in the Chicago Tribune on June, 1 1997. The most popular and well-known form of the essay is the successful music single released in 1999, accredited to Baz Luhrmann.