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Recommended Reading -
- Art Marketing Handbook:
- Art marketing in the 21st Century
- by Calvin J. Goodman
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Many art-marketing books try to simplify the processes of self promotion, sales, and record-keeping, but the size alone of this manual by Calvin J. Goodman suggests that making a living with art is a complex proposition. At more than 600 pages, this book offers by far the most comprehensive business advice for artists, with in-depth discussions of common situations and the most effective tactics, illustrating a wide variety of approaches. -
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The theme of Goodman’s book is that an artist must enter the art market with a carefully considered marketing plan. Developing strategies for guiding a reputation, establishing a base of collectors, and other concerns will go a long way toward securing one’s success. As in any career, active participation in one’s own advancement is critical. -
- Goodman is an art-marketing consultant with more than four decades of experience. Such a long-standing presence in the industry gives him a remarkable depth of knowledge from which he can cite specific cases and draw conclusions with authority. His expansive offerings in this book can seem overwhelming, but fortunately the material is well organized, and the book is indeed a reference, in which the contents are outlined and easy to find.
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- With so much information, each reader will tend to focus only on the topics most relevant to his or her situation. Some0one concerned with the selling of art, for instance, will find the section on sales activities especially useful in defining active and passive sales in a gallery situation, and evaluating the effectiveness of other sales venues: sales parties, exhibitions, studio shows and sales, auctions and benefits, art trade shows, and fairs and festivals, among others. Other sections discuss qualifying collectors, making sales presentations, pricing artwork, ethics, contracts, financial planning, and hiring a sales staff and running a gallery. Goodman’s advice is germane to the concerns of both artists and dealers and is likely to help the two parties better understand their relationship.
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- This book is a valuable guide for anyone serious about making a living with art. Addressing every conceivable situation and concern, it advocates a mind-set and method that is at once assertive and gracious—two qualities that embody the highest level of professionalism. – L.M.P. American Artist, October 2004
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(reprinted with permission of the author) -
| About the Author Calvin J Goodman, management consultant, has devoted more than four decades to advising artists and their art dealers and publishers regarding their marketing options, opportunities, and methods. A graduate of Harvard, and a recognized expert in the fields of marketing, long range planning, systems, and controls, Goodman was active earlier as a consultant to such major firms as Hughes Aircraft, Litton Industries, and General Tire and Rubber. Goodman has been directly involved in the planning of several original print workshops now operating in the United States. He has conducted courses in professional business practices for artists at Otis Art Institute and California Institute of Arts. He has lectured at such schools of art as Scripps, Silvermine College of Art, Pratt Institute, San Francisco Art Institute, California State University at Los Angeles, San Diego, and Fullerton, and the University of California at Irvine and Berkeley. In addition to this hardcorver Art Markting Handbook, Goodman's articles on art and the art market have appeared regularly over the years in American Artist and Southwest Art and in Artist Magazine. From its incepion in 1960, Goodman was Vice President and the principal management consultant to the Tamarind Lithography Workshop, a non-profit organization funded by the Ford Foundation, which dramatically advanced the interests of artists, dealers, and collectors in original prints. For Tamarind, he organized a course of study which has assisted many artists and artisans to become self-supporting. In addition to serving as a consultant to Artist Equity Association nationally, Goodman has prepared studies for arts and education institutions, including the Los Angeles Community College District, Compton Community college, the Independent Professional Schools of Music, and a number of individual colleges which offer professional programs in the arts and in music. These include Otis Art Institue and San Francisco Conservatory of Music. He has conductged many art marketing seminars for artists and art dealers across the country from Connecticut, Florida, Arizona and New York to Washington and Hawaii. Goodman is a founding member of the board of the Portrait Society of America. |
