Art as a commodity: Paradoxes and patterns

[Grigory]

Create a theme at the request of iosif and ( he is the author of the article)

art as a commodity : Paradoxes and patterns

I.A.Golman
( Moscow University for the Humanities )

The problems of contemporary Russian art market from the point of view of a practicing marketer. The main problems of the subjects of the domestic art market - they are not a complete or partial involvement in marketing knowledge and skills. Showing the most significant differences between the goods in the art market from other goods . The definition of art as a commodity . Shows the required direction of the art market operators .

Keywords : art market , art work , product marketing, marketing art , the promotion of art and their authors.


Before the main text - a few small , but fundamentally important , notes.
1. For the sake of simplicity the author narrows the concept of the art market until the market of contemporary art , although almost all below the foregoing also applies to other segments of the art market.
2 . There is practically no market educational and scientific literature on the problems of promoting the art product.
3 . The author's opinion is much easier to understand the features of art works as a commodity , having considered a number of its obvious , but nevertheless paradoxical properties , stopped on their paradoxical .
4 . The author proceeds from trusted him personally , in practice, the postulate that the highlighting features of marketing art product , you can continue to use the standard marketing tools to promote and enhance its sales.
5 . Speaking of the art product is a product, in the majority of cases occur at the same time talk about the creator of this product .
6. All of the following argument is based on the personal experiences of the author . On the one hand, this is a plus - efficiency, relevance, proximity to the Russian reality . On the other - a serious disadvantage, because personal experience is always limited , especially as the author started working in the art business is relatively recent.

So, let's begin.
Art market in one form or another there is tens of thousands of years. Since the times of the ancient world ( and perhaps even earlier ) successful in creatively master ( painter , sculptor , writer, musician) could well become a very wealthy man.
However, could not be.
And, then, before us - the paradox of the first.
Any qualified person with creative potential - the programmer , designer, chemist, biologist , mathematician , lawyer - is now virtually guaranteed to become with time off or a very wealthy man .
It was only in the arts is not so. Master degree of talent - both in the past and today - by no means a guarantee of fame , recognition and commercial success.
In the language of mathematics , the availability of talent and hard work - a necessary but insufficient condition for a decent market implementation of its owner and he created works.
Moreover , there are numerous examples of commercially successful and thus not very talented members . Especially since they are in the entertainment business , are very similar to the art business. As a rule, after the cessation of targeted promotional campaigns such market actors behave like soap bubbles , ie their reputation among consumers disappears, and the price of the product " collapse ."
At the same time, identified dozens of examples where the true talents in life do not find acceptance. And one can only imagine how many great talents have not found acceptance at all - either in life or after death.

Note that in the other market , non- art fields such " voluntarism " is still not observed. Yummy cakes , sooner or later recognized by most consumers delicious . Aircraft - after many failed attempts - at the beginning of the last century still took off and became the object of several market areas . Boots - rovers and Velcro , following his role in the moon ( non-market ) program " Apollo ", a successful transition to a normal life and have found their niche in the market .

Here is revealed the second paradox of the art business .

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The market value of the goods not only has little to do with its use value ( not every expensive painting to decorate the interior of the state ) , but in general public opinion about its value.
It is enough to recall the notorious "Black Square" by Kazimir Malevich. This is what we read about it on the website of the Hermitage , " " Black Square " by Kazimir Malevich - one of the most famous works of Russian art in the last century. The first " Black Square " was written in 1915 and became a turning point in the development of Russian avant-garde. Black square on a white background has become familiar , the basic element of the art system of Suprematism , a step in a new art . " However, so far - and almost a century has passed since it was written ! - Of him millions of people are polar . From the great artistic breakthrough - up to mockery and deception of the workers. He himself spoke of his work as follows: " ... if humanity has drawn image of the Deity in his own image , then maybe black square is the image of God as a being of its excellence in new ways today beginning," that does not add clarity to the said dispute .
It should be noted that the popularity of the product market ( by far the market - whether it is for sale , the buyers would find immediately) is unparalleled - the work of hundreds of millions of people know , most of which are not at all involved in the arts. The cash value is also enormous. But the artistic value in the eyes of the minority - is priceless , and in the eyes of most people ( professionals ) is extremely doubtful. Just look on the theme " Black Square " on the website www.artinvestment.ru, frequented almost exclusively by professionals art market. In the subject at the time of my conversion was 356 answers! And look how different opinion.

And now we come to the third paradox of the art market.
It turns out that one and the same product may be quite different money !
In other segments of the market economy, it is actually possible . Well, can not fundamentally differ in price two identical cars of the same brand at the same time and in the same place!
A picture may be .
Examples - as they want .
Great Vermeer died very young , leaving quite small ( in number, of course) artistic legacy. Therefore, each newly found his painting - a great find. And it is very expensive .
After the Second World War, was tried by the Dutch artist Van shrew , for the collaboration . He sold the paintings of Vermeer , Nazis occupiers . Punishment light of the serious and the defendant chose the lesser of two evils. He announced that the author sold enemies " Vermeer " is himself . And it is easily proved by requesting in his prison cell all the art materials . And having given some time " on the mountain" another perfect Vermeer.
Serious charge of collaboration was replaced by a much less serious fraud .

But if the fraud is indistinguishable from the original, it means that their art (consumer ) value is the same ? Or not?

The following example , also from the criminal practice , very recent .
Take the Mighty western landscape ( oil on canvas) of the late 19th century , it is desirable to the pine forest , without genital church, and pastoral character . Even better, if it is not signed by the author. The price of this unknown artist - a couple of thousand euros.
But when it appears under the signature of Ivan Ivanovich Shishkin , the cost can soar a hundred or even a thousand times.
Undoubtedly , the signature is false . However , the picture itself has not changed !
Details can be found , for example, on the website of the National Institute for examination and evaluation of objects of art and culture ( the reference in the reference list ) . In the artistic understanding , I showed such practices , though fictional , but some detail affecting the subject, the book "Keeper of the River " (Moscow, Penguin Books, 2012 ) .

However, what we are all about fakes but fakes .
The author personally encountered in Kostroma such fact . Liked the picture at a local salon. Good work of the fifties of the last century , a good name and a relatively low price . Only one minus ( local friends explained ) - it is written in the last year. However, none of the chemical analysis did not show . The author , a very old man , survived the Soviet era art cardboard, paint , solvents, brushes , even - at vlipshemu in the paint layer hairs and do not define the remake . A date eventually posing what he wants. Maybe he's that work in the distant 1955, and planned.
Now the question is : why did wrong changed the date set by the cost of painting ? She herself has not changed.

The following example .
With the artist , who in some ways has changed and my own destiny. I was about to part with advertising and public relations activities ( for very prosaic reason - for twenty years, tired ) when in the Yaroslavl region met by Igor Alexandrovich Sapunkova . A villager , without any special education , he struck me not only artistic talent , but also a deep philosophical understanding of life and reality. Later it turned out that Igor is also a brilliant writer . But this is - by the way . And on the subject of our research will say this .
The cost of the large plates of his graphics in the market made an average of 500 - 800 rubles . , And is unlikely to exceed fifteen thousand ( though perhaps some more serious sale took place) . And while all of the masterpieces is not lined up .
Yes, I later found in Moscow (and even abroad) famous people randomly intersected with the artist and his work acquired . The choreographer of the Bolshoi Theatre , the head of a major bookselling companies , Danish calligrapher . But exceptions prove the rule . A sad rule states that a full sheet of 40x60 cm graphics is just such funny money . And even try to sell .
By agreement with Igor Alexandrovich I started ( and continue to this day ) activities to promote his art. This is a topic very different articles, but give important information for this study .
One of the works , "Birds in the reeds ", soon was sold at auction " Scoop " for 30,000 rubles (electronic link below in the list of references .)
(By the way , I hasten to cool the ardor perhaps arising from business readers . This business is not as good as it might seem from the figures . Even with a brilliant artistic content smart and successful promotional campaign profitability is not impressive, due to high operating costs and low liquidity art products. Unless, of course , not to speak of capitalization , " warehouse ", the average price of which increased in the tens or hundreds of times - but rather, it is the profit of our children and grandchildren, and then - potential ) .
Now the question is : 30,000 rubles - this is 60 times more than the 500 . Why ? For what? Is the picture changed ? Yes and no great fake signatures are not indulged . Answers to these questions is no , although attempts are being made.

We proceed to the fourth paradox.
To assess the quality of the artist. Yes , of course, is an objective science - art history . Yes, of course , you can always tell a skilled painter of mismanagement , imitative of the original , formed from the uneducated .
But if untrained brain surgeon or pilot aircraft - this is nonsense , the untrained artist can be as fruitless worthless dilettante ( in most cases) , and, for example , N. Pirosmanishvili , A. Rousseau , J. Sapunkova .
And, of course , the same Igor without completing any artistic high school , college or school , however , by and large, can not be considered uneducated - it is firmly grounded in the history of modern art , the good, the book and especially the Internet closer to the Yaroslavl village all the museums of the world.
But I would like to emphasize something else . The practical documented my conversation with two highly educated worthy art critics. We talked about the work of a very remarkable Moscow artist Dmitry is very important that my interlocutors - really educated and worthy. That is, the system possess knowledge of the history of art and do not try to find fault or raise someone from the mercantile interests .
So, the first one is called the works of D. opening and a breath of fresh air in modern painting . And the second - ... carrion . And the other bad words .
Both said they thought . Both were based on his wealth of artistic experience and education.
Is not it a paradox? How can you apply this to, say, rail or brick ? State Standard GOST there . State standard. The conditions - a good product. Not met - bad .
And here it turns out that even confides to high quality professionals - and the concept is ambiguous.
Yes there is our contemporary, artist D. ! Recall how professionally baited professionals then the art market of the first Impressionist . Edouard Manet 's dream to get to the official Salon . And then- "minister of culture" denied him not only in the place at the Salon , but also a place in the culture.
Then it all many times again.
The same Malevich had a hand in the expulsion of the artistic process of realist predecessors . Then he pushed the vanguard of socialist realists twenties. Furthermore - in the list.
Output. Talk ( argue) about the quality of art works is useful and productive. But about the absoluteness of the findings - especially regarding the new in art - say it is not necessary , because the story could all change later . Manet remember and appreciate very expensive , including cash. Who now but art historians remember the name of the " minister of culture" ?

The paradox of the fifth .
What is better for the artist - to bend the line (possibly erroneous ), or listen to the consumer? Wild question for the marketer . Try and furniture maker , or a restaurateur , or publishing , stupid bend the line , regardless of the results of focus groups and , most importantly, sales. The collapse is almost inevitable.
With all the artists are different.
I spent a year ( exactly fifty weekends , including New Year's Eve , December 31) stood at Vernissage in Izmailovo as a seller of painting and graphics. For the year sold one painting for 9000 rubles. and a few watercolors. But truly gained invaluable experience.
In particular, saw a dying titans of artistic ideas .
The artist should have to feed himself and his family. He goes on , " Wernick " and soon realizes that he has to buy (if purchased ) are one and the same work. He writes them and , for the paint to canvas cost money , which is not present. Comes to an anecdote , when the favorite ( not a painter, and the buyer) at the same time the story is written in the six easels . Achieved the highest performance, while the lowest cost of materials - paint mixed on the palette will be used up completely. Kinda plotter .
It all ends sadly . Even if commercially acceptable . Because after a while people plotter simply can not generate a new one. And as an artist dies.
So, for the artist - should stick to their line . Yes, find such art dealer who is willing to stick it together with him , despite the rejection of the consumer and following this loss. That is precisely the paradox .

The paradox of the sixth.
Who is to sell the paintings of the artist ? It would seem that the easiest way to do it to the artist . With no one to be shared.
However , in practice , this is the worst option of all.
Try for yourself . I am a specialist in advertising and public relations , was completely unable to deal with the promotion of their own fictional texts by selling them to publishers ' Vagrius ", " AST ", " Eksmo " . Though own textbooks promoted very well.
It's hard to explain, but apparently the " parent " that is born in a certain creative impulse , as a rule , it can not "sell" . Rare exceptions - brilliant self -promoters S. Andriyaka , N.Safronov other successful artists - only confirm the rule. When I interviewed watercolorist Andriaka (see References) , then was struck not only by his artistic talent , but also mastery of advertising and public relations tools .
But all artists have so many talents at the same time .
And, then , we need an art dealer . And art dealer needed artist - he also need something to trade.
And here it pops up a whole layer of paradoxes.
These two characters are vital to each other. They are , by definition, can not exist without each other. And they have for each other the maximum number of offenses, the maximum evince mutual distrust .
However, this is a topic for another study.

The paradox of the seventh.
The real cost of selling art- product is very weakly dependent on the material cost of its creation.
This is - a unique moment . The standard for the creation of most of the goods takes about half as much money than the sale price . Marginality of the whole process even less , since it is necessary not only to create a product, but to pack , ship to a point of sale , store , advertise , sell the fact , which is not free.
The ratio of selling price to cost increases in premiumnyh goods , but still not even close to reaching the possible relations in the art market.
However, to speak of the range of ratios .
Example . What is the cost versus a blank canvas and it is , but the " shaded " by the artist ? That is, if you divide the price of the first on the price of the second . The range of possible answers is huge. From plus infinity to a vanishingly small quantities. Infinity is derived from the fact that the canvas is already " spoiled ", and may not be worth anything , as opposed to pure - that is necessary to divide by zero . Well, if you split the cost of a blank canvas for the cost of his own, but the " shaded " Rembrandt (or spattered Pollak ), we obtain a value close to zero.
And when artists just " painted over " canvas, often assume anything about his future is impossible.
Is not it a paradox?

The paradox of the eighth.
Art goods have not only their own , " tied " directly to it ( canvas , watercolor , etching , etc. ) cost, but also indirect , which may not be less or more , first .
An example from personal experience .
Large hotel acquired from our gallery (with all the rights of documented ) 30 magnificent watercolors I.A.Sapunkova . After that ordered already as print products , nearly a thousand print copies of these works. Having decided once at least three problems: an exquisite interior decoration , the organization of the gift fund , the creation of a souvenir item for hotel guests .
You can use visual works created by the artist as an image in the design, printing products , corporate identity .

The paradox of the ninth.
That the buyer buys paintings on opening day ?
Typically, a subject on which something is pictured. And do not buy it, and only gets for the money in a totally non-discharge of any documents property.
Theoretically, angry artist can immediately complain to the police that he was robbed.
I, however , about this development have not heard yet . But is not it amazing that people spend a decent amount of money (even in reputable galleries ) without receiving any documents of title to the purchased property? Moreover , these are the same people that make out a bunch of documents with the purchase even a cheap mobile phone, or home appliances , which live a year or two or three . And here the picture , which can still be admired great-grandchildren .
By the way, even if you still have a check from a cash register , it does not remove the majority of potential problems , except that to the police for theft, not dragged .
How not to prove the authenticity of the documents to the buyer acquired the art product ? On what basis does he acquired it ? And on what basis it acquired by the seller , if it is not the author of the work ? That the current buyer will show the next purchaser , if decide to part with the art product?
Thus , the ninth paradox lies in the fact that most of the transactions in the Russian art market place today without any document or document with clearly inadequate . And nothing about the tax consequences of the transaction at almost nobody thinks .
Opponents may argue the author that far, so good . The author disagrees with this approach. And the art business began with the purchase of a lawyer consultations on these issues and costly acquisition of the entire package of necessary documents .
This is - the foundation of any business, and art business - is no exception .

Tenth paradox.
As a student - marketer in the exam is guaranteed to anger anyone, even the softest , Professor ? The easiest way - to forget the elements of the marketing mix , the notorious " four pi" : commodity , commodity price , distribution channels , sales promotion .
You do not know the founder of Marketing Philip Kotler (see below , references ) - do not have scholarships .
So, according to my own observations , most of the participants the art market Kotler , so to speak , does not know . That is , the art market - there are (members exist , the transactions occur, the money spinning ) . But marketing understanding of the art market , in my opinion , most of the participants so far .

One small , but a lot of explaining personal observation .
When I was having over 20 years of success in marketing, and in particular , in advertising , engaged in the gallery business - is keenly felt the lack of knowledge in art . And tried to make up for their self-education , and , most importantly, "buy " skills , hiring appropriate professionals.
In most galleries are working , commercially successful or not, people in the arts . And many of them simply never occurs to them that they lack marketing knowledge . After all, to feel a lack of knowledge , you need to have at least their minimum. I think that this is the Achilles ' heel of today's art galleries, not withstanding the battle with market realities .

One can cite many paradoxes that distinguish the art market from all other markets, and art items from all other goods.

But I think it should be gradually transferred to the intermediate conclusions.
And they are .

* The above author's fame ( and a specific product) - the higher the price ( severe dependence ) .
* Older age product - the higher the price ( not sharp dependence , and with many exceptions - there are artists with a valuable late period , and the student work , that is, a priori, earlier , there are often less expensive).
* Higher professional recognition - the higher the price (acute dependency). It's funny that while public opinion ( non-specialist ) may not play a special role - an example of the "Black Square" .
* Small paintings - it is difficult to achieve high prices , because it is difficult to achieve a high degree of fame.
* Many pictures - easier to achieve fame, but it is difficult to maintain high prices due to heavy demand.
* Easily recognizable handwriting and style features - the rapid growth rates in the tactical plan ; convenience of planning your advertising budget ( a budget is divided into a product) ;
* " Many-armed " fast stylistic drift, a constant search for new techniques - the complexity of the tactical plan in advance and a huge advantage in strategic . Provided, of course , that all this mnogostilnost noticeably combined personality of the author .
* More shows - the higher the price .
* Advertising in pure form as a method of non-personal presentation of goods and services is not very effective at selling art product.
* You should carry out promotional activities , personal contact with the mandatory target groups with works of art and their promoter.
* Promotional activities should be divided into two separate groups with completely different tactical goals (strategic - to bring a gallery or website in a nice profit - after all is one ) :
- Measures aimed primarily at increasing the loyalty of the professional community , can increase the allowable rates ;
- Activities aimed mainly at direct sales, can directly sell works of art.
* A separate issue - the alignment of the relationship between the artist and gallery owner , artist and art dealer .
* A separate issue - training participants of the art market advertising , exhibition and public relations techniques.
* Separate topic - introduction to the art market for legal and tax knowledge.

Could be a long list that is vitally important to know ( and be able to ! ) If you want to succeed in the art market. But we have already come to the point.
In the course of almost a decade of experiments author realized that all his success in the art business is based on previous marketing experience ( failures were also based on ignorance of the specifics of the art market ) . And after analyzing the components of successful business plans come on a " bottom up" to the definition of goods in the art market , which, in fact , was the main purpose of this writing .

So, in general, the work of art - is a product of durable high- margin potential and implicit consumer cost . On this basis it is possible and necessary to plan marketing behavior that are likely to lead to success . I, for example , in practical work in the art business is actively used the operating time , set out in my book " advertising activities." Helped a lot as information gleaned from the interviews taken by me in eighty successful businessmen and representatives of creative professions (see below references) . But now, after my own experience of operating in the contemporary Russian art business , well aware that you need to generate a separate new textbook devoted exclusively to the promotion of domestic commercial art objects and their authors. I hope to do so in the near future.

REFERENCES
The State Hermitage Museum . St. Petersburg, Russia . [ electronic resource ]http://www.hermitagemuseum.org/html_.../hm4_1_30.html
( date accessed : 28.02.2013 ) .

Poster art market professionals Artinvestment.ru [ electronic resource ] ( date accessed : 28.02.2013 )

 The National Institute for examination and evaluation of the art and culture [ electronic resource ] ( date accessed : 29.02.2013 ) .


I.A.Golman " Keeper of the River " , Prentice . " EKSMO » 2012
    
Official site of the auction house " Scoop " [ electronic resource ]http://sovcom.ru/index.php?category=...r&painter=2065( date accessed : 29.02.2013 ) .

N.V.Kukushkin "Stages of development of the market fine art . Theory and tactics of pricing " Moscow 2007

I.A.Golman "How to become a painting or watercolor Advertisement - engine ... art! " Moscow wl "Advertising Technology », № 1 (86) 2008

F. Kotler Principles of Marketing Moscow: Progress , 1990

Goleman , IA " Promotional activities : planning , technology, organization." Series " Advertising technologies ." M. Gell -print , 2004 . - 352 . : With silt. , Third edition , revised and enlarged

Goleman , IA "Advertising plus , minus the advertising ." Series "Advertising Technology" . M. Gell -print , 2002 . - 288 . The second edition , revised and enlarged .

Goleman , IA "Advertising plus , minus advertising - 2". Series "Advertising Technology" . M. Gell -print , 2002 . - 288 .

Goleman , IA " Russian advertising in the people ," M. "Peak ", 2006. - 262 p

Goleman Joseph Abramovich - candidate of technical sciences, professor of the Faculty of advertising the Moscow Humanitarian University.
Tel. +7 ( 499) 374-54-51 . E-mail : i7591@yandex.ru

[Wladzislaw]

Suitable PR Sapunkova <! - ~ 1 ~ ->

[Pavel]

Foreign experience you have studied?
There's a market just is, and here it just is not.

[iosif]

Сообщение от Wladzislaw

VALID PR Sapunkova <! - ~ 1 ~ ->

Sure, it's a PR Sapunkova too. Although the private PR - too much effort .
The main purpose of writing another . Let's call it instinct popularizer . From childhood I always burned poobyasnyat around what I think he realized <! - ~ 1 ~ -> Why wrote a non -fiction articles in all the major n- n edition.
By the way, the main goal could be called a commercial . Who honestly teaches that sells more <! - ~ 1 ~ -> .
The second goal - conditionally commercial . Promote the development of the art market of the Russian Federation for the middle class and below. Here I have been working not only for themselves , I think.
And yet - the problem is NOT IMPOSSIBLE . I'm his first textbook on advertising written in 1991. There was then the advertising! And now there is . This is not to say that I created it . But the effort , then put <! - ~ 1 ~ ->

[color="#666686 " ]Added after 5 minutes[/color]

Сообщение от Buscador

Where are the chemists, mathematicians and biologists ? Where are the " obese " academics . It seems to me all of about equal.

[color="#666686 " ]Added after 24 minutes[/color]

Once again I would argue that today any good engineer \\\\ Programmer \\\\ chemist \\\\ biologist can make good money . In extreme cases - will wave to another city or country. A good specialist can always make good money .
On the artists it does not apply . About this paradox I'm saying.

[color="#666686 " ]Added after 18 minutes[/color]
" Why, there are answers - good business. For you. And if such works are sold in the range of 500-800 , the client " Sovkoma "just" lohonulsya . " Finding accurate information will have less trust ... " Scoops " ... " Message from Buscador


Dear colleague , apparently, I poorly explained . A customer who purchases 30 000 for Sovkome was in no way deceived. Over 800 he could buy if I met this job for 10 years before that , or at least prior to the promotion . Such an opportunity does not and will never <! - ~ 1 ~ ->
By the way, if you happen to find someone on a rustic attic Shishkin and redeem for 10,000 rubles , and then sell at auction a few more, then your buyer - goof ?

[color="#666686 " ]Added after 30 minutes[/color]
Buscador, but was not on the market price is less ! No longer was . There used to be , as long as the marketer was not. While the artist was unknown, more than a hundred professional reviews did not exist, did not organize exhibitions , printed catalogs , presentations took place.
When all this is done , even in the fastest time , the market price is another.
Unless, of course , the marketing was not mistaken in the choice of the artist and in their marketing activities. And also , if it is accompanied by good luck <! - ~ 1 ~ ->
Actually, the whole point of my work and articles - to make cheap paintings by unknown artists precious paintings known . It is not found in the attic Shishkin <! - ~ 1 ~ ->

[Buscador]

Сообщение от iosif; 2744561 "

Dear colleague , apparently, I poorly explained . A customer who purchases 30 000 for Sovkome was in no way deceived. Over 800 he could buy if I met this job for 10 years before that , or at least prior to the promotion . Such an opportunity does not and will never
By the way, if you happen to find someone on a rustic attic Shishkin and redeem for 10,000 rubles , and then sell at auction a few more, then your buyer - goof ?

Dear , Joseph! In this article you did not specify a time frame of growth rates . When the time range includes work on promotion of the artist on the market, the more is the answer - why 60 times . No paradox ...

In the case of " attic Shishkin's painting " , " chode " "has turned the one who took the picture and failed to sell at a realistic price . Buyer also got her on the prevailing market price, as it does not exceed 60 times the ...

[color="#666686 " ]Added after 20 minutes[/color]

Сообщение от iosif

Once again I would argue that today any good engineer \\\\ Programmer \\\\ chemist \\\\ biologist can make good money . In extreme cases - will wave to another city or country. A good specialist can always make good money .
On the artists it does not apply . About this paradox I'm saying.
 <! - ~ 1 ~ ->

I would argue that today many artists , too bad zhivut.i make pretty good money ... at least not worse than the engineering of Representatives . And if you successfully go to another country ...

[iosif]

Buscador, you 're right about the time frame . The article clearly states - soon . Of course, after the promotion . About the paradox - in my opinion , it is still there. The product itself has not changed.
But the main point - that the auction " a fisherman in the reeds " was sold at the market price . At that time it has become such . Actually, the auction determines the market price. A marketer depends on it to grow (all other conditions remaining unchanged )

[манна]

Сообщение от Pavel; 2744371 "

I do not know what sovriska .

I'm under sovriska meant contemporary art , ie all that is not antique.

Сообщение от Buscador; 2744411 "

And here is where .

As with anything? We're talking about PR , Scoop is the brand ( which is not ) .

 Buyer ( in any field ) drew attention to the brand. (Can be in terms of getting mixed up , iosif will correct . Marketer I do not . )

In the next branch to discuss the exhibition Stallone in Russian . Here is an example of two brands.
If Stallone put the pictures in the gallery iosif as well - it's PR Gallery.
A Sapunkov in Russian - it's PR Sapunkova .
Therefore, if crudely , the passage of a little-known artist in the famous auction may well raise the price of the job.

Сообщение от Buscador; 2744411 "

It was not about me, not about a single gallery , and on the market and sold at auction .

And I'm not about you. I replied to the text iosif a. Keeping in mind his gallery or any similar to the prior art auction.

Сообщение от Buscador; 2744411 "

preferred to be in the subject and does not overpay ...

Golden words . Neither add nor subtract . Here are just a doubt that the world is a person who is subject in all subjects . In cars , homes , pictures , etc. ... <! - ~ 1 ~ -> <! - ~ 7 ~ ->

[Buscador]

Сообщение от manna

That's just doubt that the world is a person who is subject in all subjects.
In cars, homes, pictures, etc. ...

For this self-respecting businessman have trustees who are "in" ...

[манна]

Сообщение от Buscador

For this purpose, self-respecting businessman have trustees who are " in the subject line " ...

Yes. The so-called helpers for all occasions on a regular salary.
A self-respecting , but not as wealthy businessmen are forced to turn to the pros - for example to the realtors .

Everyone wants to market and sales. In this case, you can not rely solely on the business with the trustees . Create a mass market .

Сообщение от iosif; 2744561 "

The second goal - conditionally commercial . To promote the development of the art market of the Russian Federation for the middle class and below . Here, I have been working not only for themselves, I think .

[Buscador]

Сообщение от manna ; 2745301 '

Yes. The so-called helpers for all occasions on a regular salary.
A self-respecting , but not as wealthy businessmen are forced to turn to the pros - for example to the realtors .

But the " so-called helpers " involved in the selection or tracking works of art, often have special art education and have their own galleries or shops ...

Сообщение от manna ; 2745301 "

Everyone wants to market and sales. In this case, you can not rely solely on the business with the trustees . Create a mass market .

There are businessmen and without proxies , and themselves versed in the art of attending the auction ...
Mass, in the sense that a large number of people with the means to create a market (arts ) ?

[color="#666686 " ]Added after 34 minutes[/color]

Сообщение от Grigory; 2743041 "

Tenth paradox .

Сообщение от Grigory; 2743041 "

In the majority of galleries are working , commercially successful or not, people in the arts . And many of them simply never occurs to them that they lack marketing knowledge . After all, to feel a lack of knowledge , you need to have at least their minimum. I think that this is the Achilles ' heel of today's art galleries, not withstanding the battle with market realities .

According to my observations in the galleries working people out of business, obsessive love to earnings in the arts. Critics are also there, but the percentage is not that great . Once again I will clarify - in my experience . And some marketing knowledge they have - mostly from the practical skills and self ...

[color="#666686 " ]Added after 36 minutes[/color]

Сообщение от iosif; 2743041 "

paradoxes and patterns

 As for the paradox , that our whole life - very often a paradox, consisting of the laws ... <! - ~ 1 ~ ->