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The Art World Online Q&A: No. 1 THE GALLERY NETWORK By Bill Fine, President Q: Why be a part of a gallery network on the Internet? A: Art dealers use color images to catalogue their inventory and communicate with collectors. A dealer might have hundreds, even thousands, of unique works of art, each requiring a separate image. The Internet gives galleries a platform where color images can be digitally compressed and communicated online for a fraction of what it costs in print (print costs are continuing to escalate). Publishing on the Web is almost instantaneous. Communication is easier. Revisions can be made "on the fly." Distribution costs virtually nothing. The Internet also offers easy, anonymous access to first-time buyers who may be intimidated by entering a gallery. Q: Sounds like a good place to unload the entire inventory I can't sell anyplace else. A: Dead wrong. Quality sells better. It's also a big mistake to assume you'll find a sucker on the Internet. Your Internet audience is better educated, more affluent, and, generally as or more sophisticated than you find offline. Q: But I'm afraid I might "burn" my good work on the Internet. A: The idea that an artwork can be burned through overexposure is no longer valid on the open market of the Internet, where more collectors are looking than ever before. Tens of thousands of important works are exhibited by galleries, museums, and other institutions every day. Many are withdrawn because they sell or for any number of other reasons. There is no stigma attached to a digitally compressed image. Q: Ok, but why artnet? A: With over 16 page views monthly, artnet has a huge, and growing, highly dedicated audience of collectors and art professionals who visit and re-visit the site to research art and to access: The Price Database (price transparency):
Q: I see a lot of great galleries on your site. You don't think I'll get lost in the shuffle? A: Remember, most Internet users are not looking for a specific gallery. Rather, they are looking for a specific artist or keyword (log on to artnet.com and click on "artists," then click on "Mary Cassatt," for example, or "Andy Warhol.") Assuming the level of the artist and the galleries representing the work are "up to snuff", the collector has the sense he's shopping the field. Q: Do dealers actually sell on the Internet? A: Log on to www.artnet.com, click on "about us," then "Testimonials." Read them, and if you're still not convinced, call any one of the 2.200 dealers on our site. Bear in mind: The Internet matches buyers and sellers electronically with a reach vastly superior to any other medium, and with a cost so low as to obsolete most conventional media. More and more of your competition are utilizing this technology. Bill Fine: |
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