Selling Contemporary Art: How to Navigate the Evolving Market by Edward Winkleman

In Selling Contemporary Art: How to Navigate the Evolving Market, author Edward Winkleman provides artists and art dealers with a comprehensive guide to mastering the ever-changing contemporary art market. A renowned art dealer and educator, Winkleman provides no-nonsense advice on how to tackle the industry’s many challenges, while striving to establish a successful art business.

In his book, Selling Contemporary Art, Winkleman takes readers on a journey navigating the complex history of today's art market. He begins his narrative by examining shifts in the industry from the mid-1900s to the present. After providing this necessary foundation for understanding the market, Winkleman considers marketing trends and budgets in the field, providing a thorough understanding of the financial side of a successful business.

Importantly, Winkleman then emphasizes the importance of a strong presence in both physical and virtual galleries for those looking to maintain a successful business in the contemporary art market. His advice includes tips on art openings, public relations, and pricing. He also devotes an entire chapter to the legally binding aspects involved in making art sales, including contracts and other key documents.

Winkleman also provides useful insights into how entrepreneurs can establish themselves over time in the art world. Parts IV and V review the strategies of prominent dealers in the industry, exploring their strategies and examples of successful business practices. He additionally considers alternatives to selling through a gallery, such as visiting art fairs and selling through private dealers.

Once readers have a strong footing in the basics of the contemporary art market, Winkleman stresses the importance of understanding the short and long term goals of those looking to maintain a successful business. He examines interesting case studies and explores the pitfalls of focusing solely on making a sale at the expense of other marketing strategies. He explores the impact that digital technologies and social media are having on the industry, highlighting the importance of leveraging them.

Throughout his text, Winkleman strives to provide an understanding of the evolutionary process that is the contemporary art market. By covering the necessary elements of marketing, pricing, and legal requirements, he provides necessary insight into how to succeed in the field─preferably without sacrificing artistic integrity. For those looking to make their mark in the industry, Selling Contemporary Art: How to Navigate the Evolving Market is an essential guide.