Art Print Issues by Barney Davey

Art Marketing Ideas & Resources for the New Year

Welcome to 2009...Congratulations for getting through the crazy challenging tumultuous events of the past 12 months. Whether you have completed your plans for the year, or haven't gotten around to them, it is a good time to cover or revisit the basics.

Art Marketing 101, now in its 3rd Edition remains a treasure trove of valuable ideas and suggestions. As its title suggests, it is a basic primer. But do not be fooled, because it provides lots of information and inspiration artists at any level can put to good use.

The book is written by Constance Smith. She has helmed ArtNetwork in a career spanning three decades. Here is a description of the company from its Web site:

ArtNetwork has been helping artists empower themselves since 1986 through its books, artist directories, mailing lists and most recently through its online gallery. We continue to grow by bringing you new approaches to marketing your work and growing your art business.

In addition to publishing a great collection of useful business books for artists, ArtNetwork also provides some of the most unique mailing lists, built especially for visual artists, to be found anywhere. Here is a breakdown by category:

•  Architects 
•  Art Councils
•  Art Museum Gift Store Buyers 
•  Art Museums       
•  Art Organizations    
•  Art Publications    
•  Art Publishers  
•  Book Publishers 
• Calendar Publishers  
• College/Art School Art Departments
• Corporate Art Consultants  
• Corporations Collecting Art 
• Corporations Collecting Photography
• Galleries 
• Galleries Carrying Photography    
• Galleries, College    
• Greeting Card Publishers  
• Interior Designers   
• Licensing Companies    
• Photo-related contacts
• Representatives, Consultants, Dealers, Brokers

You can start with a simple postcard marketing program to them. Online printers such as PrintingforLess.com offer competitive prices and great service. I have personally used this company and been very pleased with the quality, care and pricing it provided me.  My recommendation would be to make it a campaign as opposed to a one-shot attempt.

Depending on your target and desired outcome, you might send several postcards. Or, you might follow a postcard with a letter and a brochure. If you select a list that is large enough, you can segment it and try sending test batches. Batch A might get 2 postcards, Batch B 3 postcards, Batch C 1 postcard and a letter with brochure. There is no set way that always works best, the more you test and evaluate, the better your long term results will be.

When you rent a list, you do not own the names and the use is for one time. You need to develop a means to capture your own mailing data. In our high tech world, it is easy to think of trying to use email and online marketing exclusively. This can be a mistake. I believe in using both old fashioned direct mail and email.

If you do not have a method of capturing both email and standard mailing addresses, it should be a priority for you this year. In addition to figuring out how to get people to give you names, you need a way to manage them. In another post coming soon, I will give you ideas for how to go about doing both.

Hope & Inspiration on the Cover of a Magazine

There is too much buzz kill in the air and every where!

These days, you don't have to look far to find information telling you how to survive the economic downturn, what to do about the Orphan Works Act, and other assorted downer material. Talk about harshing one's mellow...sheesh...enough already!

Was Spiro Agnew actually right about something?

Not that some of this information is not valuable, and admittedly this blog has contributed or post or two to the cacophony of hand-wringing over conditions much out of our control. I think I finally know what disgraced former Nixon Vice-President, Spiro Agnew, meant when he used the phrase, "Nattering nabobs of negativity." Okay, that may too harsh too, but the point is we should all take a collective moment to deeply breathe in the good and forcefully exhale the bad.

The art print market owes a debt of gratitude to Art World News for its contributions

Just in time to rescue us from our summer doldrums the May issue of Art World News arrives. Without looking further than the front page news items, it is totally possible to gain a new fresh positive perspective about the art print market. There are headers for two stories in the magazine detailing the launch of new art publishing operations. Kudos and bravo to the David O'Keefe Studios and Legacy Fine Art Publishing for launching their businesses in the teeth of arguably the worst economic times the business has seen in most people's memory.

Getting started is more important than when to get started

In the days I sold tradeshow space, there were always those newbies who fretted in anxiety over when to get started or that they were missing an important show, such as the Atlanta Decor Expo as it is now known. I counseled them in the long run it was important they got started and not when. In other words, if you have a good plan, adequate finances and art that sells when seen, it's where you will be in 5 or 10 years that matters and your start date would be of near zero importance. The same could be said for these new publishing operations. They are starting now in tough times, but today's economic times won't determine their ultimate success.

Take a tip from Time magazine founder, Henry Luce

The main story in AWN's May issue is about a gallery owner in the St. Augustine, Florida area. Len Cutter has not one, but five galleries. He says the only businesses that are suffering are those not working hard enough. I would add to that smart enough. But, it brings to mind that Henry Luce, the great publishing entrepreneur who brought us Time and Life magazines. He audaciously launched Fortune magazine in 1932. This was right in the heart of the Great Depression. Inarguably, this was the worst economic times the U.S. has ever seen. At the then princely sum of $1 per copy, he was not giving it away either. Nearly 75 years later, Fortune remains one of the most important business magazines in the country, if not worldwide.

Conceive it, believe it achieve it!

If you have been feeling down about your prospects or anything else for that matter, let these examples raise your spirits and enthusiasm for your business. We only have what we have to work with. What we do with it rests largely on our perceptions of our prospects. The adage, "Seeing is believing" holds true here. A quote from sculptor Constantin Brancusi is apropos, "To see far is one thing, to get there is another." Art World News brings us real life examples of those who are getting there. You don't have to look far to find inspiration to change your attitude from doom to zoom. See you at the top!

Jen Bekman's Hip Happening 20X200 Art Print Gallery & Website

One of the most highly promoted and talked about art print ventures this year was the launch of Artaissance. With the ownership and accompanying marketing muscle and budget of the world's largest picture framing company, Berkshire Hathaway owned Larson-Juhl, it was certain to make an impact on the business. It's still too early to know just how extensive the impact will be. But, it's a corporate play and while there is nothing inherently wrong with it as the art business needs captial injection from that sector, what the art print market most needs to move the market and stir things is energy that comes from entrepreurial innovation and investment.

Jen Bekman is the kind of artrepreneur that gets your attention. One you instantly root for and admire for doing what she does. For the past four years, she has championed emerging artists in photography, art on paper and original works promoting them in her pocket-sized Lower East Side Manhattan jen bekman gallery. In an effort to help more artists find collectors and get to market, she acted on a brainstorm and launched the 20X200 Web site based on this proposition:

large editions + low prices + the internet = art for everyone

The art print market could use many more innovators like Jen Bekman, especially ones with her vigor and drive. She also produces the Hey, Hot Shot! photography competition and publishes the influential design blog Personism. We wish much success with the gallery, Web site, competition, blogs and any other worthy projects she finds herself doing.

Rather than rehash her story, the copy below is straight from the OUR STORY page of her Web site. She can tell in her own words better than I to let you in on what a great idea she has developed:

Do You Have a Second Life? Do You Need a Second Life?

If you want to be somebody else,
If you're tired of fighting battles with yourself.
If you want to be somebody else
Change your mind, change your mind. - lyrics to Change Your Mind by Sister Hazel

If you answer is yes, you likely are one of the 8.5 million plus people who have created a virtual alter ego on Second Life. Here is the description of what Second Life is from its Web site:

Second Life is a 3-D virtual world entirely built and owned by its Residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by a total of 8,558,745 Residents from around the globe.

There are who find it hard to imagine one having enough time for a rich involved second life when their real life is so hectic already, while for others the escape from the clamor of reality is the lure. Me, I signed up and got an avatar, but was fairly bored before I got off Help Island where you learn to walk, talk, drive and fly and get an appearrance and find and move stuff. I did go to some galleries and cafes, but still was anxious to get back to RL (real life) in SL parlance.

Despite my personal experience, I don't underestimate the power of such software to transform people's lives and businesses. That actual countries are setting up consulates on Diplomacy Island gives you another glimpse of the depth of involvement and the potential others see in the virtual world. If you can find a way to make this work for you, go for it and please report back here when you do or if you already have.

Before you think I'm crazy and wonder why I'm posting about Second Life, you should know it is in the press for many reasons. For example, it was featured as a cover story in the May 6, 2006 BusinessWeek magazine with this headline: My Virtual Life - A journey into a place in cyberspace where thousands of people have imaginary lives. Some even make a good living. Big advertisers are taking notice.

The July 4, 2007 edition of The Art Newspaper carried this article: Art Makes a Scene on Second Life - The online virtual world is becoming one of the best places for for artists, curators and dealers to meet. The article mentions the island of Artropolis where artists have set up galleries that sell both virtual and actual art online. One artist claims to have made more than $10,000 offline from contacts made in Second life.

The blog, Business Communicators of Second Life recently announced Sanpellegrino's pool party launch for those whoever wanted to be part of the high brow Italian art and club scene. Wow and darnit! I missed it on July 25. Before you laugh, consider its sponsor is international consulting firm Accenture. So, if you are just bored, want to kill some time in a virtual world and perhaps pick up some sales and contacts you would not otherwise get, Second Life just might be the ticket for you. 

Terry Redlin's Retirement Announced

One of the most successful print artists ever is Terry Redlin. According to his www.redlinart.com Web site, he's sold more than 2 million prints and even more licensed images of his work over the past 25 years. Those are achievements few artists ever enjoy.

Enjoyment is at the heart of Redlin's immediately recognizable work, as is nostalgia. The "Spring Fever" piece shown here captures both sentiments and embodies Redlin's enormous talent. With sales totaling nearly 30,000 images, the image illustrates his reach into the marketplace.

His hometown newspaper recently ran an article on him titled, Demand for Redlin's work spikes - Artist's retirement increases interest in prints, but not value. The article provides insights and praise along with some criticism and discourse regarding the terms "limited edition",  and prints vs. reproductions. The arguments are not new, but it's interesting to see them covered in a daily newspaper, especially the hometown paper in a relatively small community. One would have expected the rah-rah homer attitude to be in play. Go figure.

Redlin will turn 70 this year and he plans to enjoy his retirement. He'll do so with a legacy firmly in place courtesy of the Redlin Art Center in Watertown, South Dakota. A place he has always called home. Redlin's son, Charles, designed and spearheaded the center.

Whose Art Is It Anyway?

Some of you may already know I occasionally blog on Absolute Arts, one of the more heavily trafficked sites for visual art. My latest post there has the same title as this post. It talks about some interesting observations regarding money and art, throws in a dash of politics and a flourish of acknowledgment for the accomplishments of one determined person to do good by following through on a good idea. Here's the link: http://blog.absolutearts.com/blogs/archives/00000344.html