Originally Posted by
WilliamGray
My role involves managing the controlled circulation of Focus, a magazine with a distribution of approximately 10,000 copies that are distributed to galleries, art fairs, and museums worldwide. These copies are offered for free to collectors who purchase works at galleries, members of art museums, and any interested individuals at art fairs. Since I resumed this position last year, my primary responsibility has been to coordinate with these establishments to secure their participation in this distribution process. We typically send them 40-80 copies of each issue, as was done in the past and will continue to be the case for the forthcoming publications, Issue 19 and Issue 20. Although this distribution strategy results in financial losses for Focus, the publisher believes that offering free copies increases the likelihood of attracting the largest number of collectors to read the magazine.
Look at this stat:
According to the International Council of Museums (ICOM), there are approximately 55,000 museums in the world, but only approximately 26% of them, or around 14,300, are classified as art museums. My job is to get as many copies of Focus to those museums as possible for them to give as gifts to their highest tier members who are often art collectors.
The people on here comparing "advertorial" to what is really called Native Advertising need to up their education in the advertising industry. Native advertising, where content appears to be regular content without any notification that it's advertising, makes up a 2020 60% of all display advertising in the United States. Your favorite website where you get the news from, your twitter feed, your youtube channel, may all be native advertising. Native advertising is a $100 billion market. I got an education on this last year. Most of you guys are traditionalists, and there's nothing wrong with that. I think there's an estimate somewhere that 20% of all content is native advertising on the internet today.
As far as "pay to play" I'd venture a guess that a lot of the galleries you see at art fairs are having artists photographers pay the gallery to have their work exhibited. "Pay to play" is a lot more common than you think.
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