Barney Davey, Publisher
PO Box 25386
Scottsdale, AZ 85255
Office: 602-324-9242
The short answer is: Lots!
The art business, like all
others, is subject to
changes wrought by
technology despite the
will of those who prefer
the status quo.
The Internet is just one
tech aspect in the change
equation rocking the art
world. Cheap long
distance, FedEx and Print
On Demand each
contribute to the evolving
dynamic of art print
distribution. Round out
the picture with the
computerized mat cutter
as a specialty item unique
to the industry. The latter
has allowed big box
retailers to commoditize
framed art, which they
used to wrest vast
amounts of sales away
from small galleries and
frame shops.
How does this affect the
industry? Consider that in
March of this year,
Lieberman’s Gallery LLP,
the industry’s largest
poster consolidator,
announced they were also
going to be distributing
limited edition prints from
Hadley House and
Somerset House. This is a
drastic sea change for
these publishers to move
to open from exclusive
dealer distribution.
For years, Lieberman’s
has been the largest or one
of the largest customers
How Much Is Technology
Changing the Way Art Is Marketed?
for many poster-
publishing companies. By
allowing small retailers to
order single prints through
them and placing large
bulk order with the
publishers (whose
minimum orders are too
high for small retailers),
they serve a vital need for
the industry.
As mass marketers put
more pressure on small
retailers, it is obvious
Lieberman’s would feel
the same pressure. At the
same time, the market for
limited edition offset
lithography prints, which
has been the mainstay of
companies like Hadley
House and Somerset
House has been steadily
declining from its peak
years. It makes sense for
these companies to look
for new forms of
distribution and
Lieberman’s was a clear
choice as it also faces a
decline in its base market.
A rising factor is the
growing sales volume of
online art vendors such as
www.art.com and
www.allposters.com. For
print publishers, they
continue to grow in
importance along with the
buyers at big box stores
and volume framers who
often act as middlemen
serving them. These two
distribution channels
completely circumvent the
traditional Main Street
gallery.
Print On Demand (Giclée)
publishing has given
many artists and small
publishers entrée to the
market on the higher
priced limited edition
market. While many
continue to seek gallery
distribution for their
prints, they are also
selling direct on the
Internet and bypassing
galleries altogether. Of
course, eBay is a factor
with some self-
representing artists
becoming Power Sellers,
meaning they are making
thousands monthly. Even
Costco is selling prints
online; recently offering
Chagall limited edition
prints and a $129,000
Galleries are finding it
harder to one-call close
customers who are now
Internet savvy and who
want to check prices and
provenance before
committing to a purchase.
Technology is certain to
continue to change how
art is sold. We will dig
deeper into the question of
how it is changing the
way art is sold in future
issues.
As we see it, there are
new opportunities arising
and pitfalls equal to them.
We’ll do our best to
identify and discuss them,
good and bad.
ART PRINT ISSUES is
protected by copyright.
It may be freely
distributed in its
entirety. Contact the
publisher for approval to
excerpt articles and
content.
Market provides
insights on the
intricacies of the print
market. It examines
how visual artists can
benefit by
diversifying their
portfolios with prints.
Examples include
increased income,
greater prominence
and a broadened
collector base. There
are crucial questions
all artists entering the
print market must
ask. This book
answers them with
authoritative advice.
SUBSCRIBE to ART PRINT ISSUES! IT’S FREE & EASY
 |
 |
 |