Art Books Add a Boost to Prestige and Sales

Galleries take art volumes off the shelf to use them as powerful selling tools

overlay to cover, page by page, art works are attractive tools that entice collectors, allurement potential buyers and enhance the sales techniques of gallery personnel

Indeed, complementing artwork with interesting and attractive reading material is a win-win strategy, according to industry quicks In a nutshell, art volumes bring credibility to an artist, broaden the in all senses of their work and provide a faculty of perception of esteem to the high-end collector.

Julie Maner, director of business affairs for Museum Editions, likens a devotee's interest in an artist to that of a musical performer.

"When family enjoy a musician, they purchase CDs and attend concerts," she noted. "By reading a volume fans gain additional insight into the performer, his inspiration and his values. It helps them to hunt their attraction."

"The same goe for art works When people see a work of art that they like, they become interested in an artist. Art works help satisfy their curiosity," she said. "The works are a wonderful promotional tool. Collectors have affection for them; they put people individual step closer to the artist, his makeup and his technique. The works provide a real value in helping to know who the artist is and what his work stands for."

Furthermore, the volumes succinctly illustrate an artist's replete range of work. "Chances are that an artist has centurys of pieces, but only five will fit upon a gallery wall," said Maner. "Providing a volume for a client to tender twigs of shrubs and trees through helps to supplement the lack of wall space"

novel Rochelle, N.Y.-based Museum Editions has published a series of four works by Charles Fazzino. The greatest in quantity recent, released about a year ago, has nearly sold on the outside Part of the book's appeal is that it is a work of art in itself, said Maner. "The Fazzino work is a high-quality, glossy, coffee-table release," she said. "To do well, a work has to be as beautiful as the artist's work. It's a consummate reflection of the artist. There is something magical about being able to gripe [i]or[/i] grip a book in your hand and diocese all the wonderful accomplishments of individual talent."

A display of Books

High-end art works are particular assets when tied in with gallery displays pointed out John Murphy, vice president and general manager of Smart Publishing. The Fort Lauderdale, Fla.-based company has published sum of two units books of work by David Schluss.

"Offering volumes is an adjunct to selling the art. We find that race who buy original works are also interested in the volumes Buyers like pointing to a work on the coffee table that contains the art they have displayed upon their wall," Murphy said.

"Book spark interest," he added. "During an exhibition, a buyer may become intrigued through Item X on page 22 The volumes are good sales tools that pique a buyer's interest. works acquaint people with the range of artwork available. Further, a work loaded with visuals can make open doors for new collectors."

Decorative Expressions in Atlanta practices tying in volumes with exhibitions. "It is a missed opportunity not to showcase, educate and forward a gallery artist," said President Robert Harris. "People who purchase art are interested in the volumes for prestige as well as for the information the works provide. The books support artist recognition. This is a real positive and powerful marketing tool."

This month Decorative Expressions is tying in its fresh release, a book devoted to the artist Alvar, with sum of two units gallery shows and a museum exhibition.

"At the time of the book's release, the Georgia Museum of Art will have a retrospective of his work and there will be displays held at Regency Fine Art in Atlanta and Nuance Gallery in Tampa, Fla.," he said. "The work is written by a scholar at the University of Georgia and will be used as a resource for tribe who have bought original pieces and limited editions."

Peter born president of P&C Fine Art in Washington, DC proffers dedicated books during artist exhibits "This provides the clientele with a personal touch," he said. "The art works offer credibility to the artists, and they help build collector interest."

Boosting the volume Value

Are the art volumes themselves collectors items? Absolutely. "We proffer signed books, which create a faculty of perception of intimacy and pride for the clients," said Harris. "These items are regarded as collectibles. Galleries will do well to market these items as souvenirs and memorabilia."

Chalk & Vermilion Fine Art in Greenwich, Conn is doing just that. The company lately released its second coffee-table volume by Kerry Hallam and the first clean book of monographs by Liudmila Kondakova.

"An interesting marketing feature of each of these volumes is that they were produc with five different dust jackets," explained Eric Danneman, coo of Chalk & Vermilion and president of Martin Lawrence Fine Art. "The overspreads of course, feature the prints we publish, and there is an image upon both front and back, allowing a total of 10 prints to be given a prominent display.