The book was all about mobility. Bringing knowledge to the people. Today books are available everywhere, yet there remain challenges; not all books are equally popular and some audiences remain stubbornly out of reach.
Enter the Bookmobile.
Projet MOBILIVRE BOOKMOBILE project was a touring exhibition of artists books and zines, housed in a 1959 Airstream trailer, that traveled across the US and Canada from 2001-2005.
Now the founders have regrouped to make a BOOK about the project in true D.I.Y. fashion. They have launched a Kickstarter fundraising campaign to print it. Pre-purchase a copy of The Bookmobile Book for $35 until February 19th!
The Bookmobile Book is being designed by Cecilia Berkovic, edited by three of the project’s co-founders: Courtney Dailey, Onya Hogan-Finlay and Leila Pourtavaf.
I caught up with Onya Hogan-Finlay by Skype from LA and asked her a few questions about the project.
RL: The Bookmobile was a very successful project. What do you hope to accomplish that the original project didn’t already?
OH-F: The motivation behind the Bookmobile was to share the experience of having a real book so it felt consistent now to want to produce a real book. We met people who had been involved in the original project during the art book fair in L.A. and that just re-ignited the passion we felt at the beginning.
RL: Art books struggle in the marketplace, or perhaps it’s better to say that the market is small though dedicated. Won’t the Bookmobile Book be speaking only to this relatively closed art world audience?
OH-F: Sure the art community is insular but the original project broke through a lot of barriers and we are in the process of getting back in touch with schools, community centres, artist-run centres as well as public galleries and museums that the Bookmobile visited in both Canada and the US and the response has been fantastic. A lot of those places were off the beaten track. There’s a lot of excitement. Donations have been wonderful, particularly in the States where people seem to understand better that cultural projects can’t happen without their individual support.
RL: Do you have any thoughts about reviving the Bookmobile?
OH-F: No, it was a moment and the relevance isn’t there now. People access books very differently today.
RL: What about other publishing projects?
OH-F: Today publishing online, for example through blogs, has more currency. My art practice is socially oriented and for a living I am teaching.
The Bookmobile Book will feature essays by Jon Davies, Andy Cornell & Lauren Jade Martin, Isabelle St. Amand and John Hartmann with artwork by Ginger Brooks Takahashi (as seen in the Alien She exhibition). Nostalgic diary entries, hilarious comics and fantastic photographic contributions from the project’s Tour Guides will also be included along with images and selections of bookworks and zines from the BOOKMOBILE’s collections.
Using Kickstarter to fund a book is a brilliant idea: for years I have been saying that the best (increasingly only) way to publish books is to pre-sell them. If you know your audience and are able to reach them, then they should be willing to put up the money by pre-ordering.
The investment, and risk is all in the marketing work instead of in the creation and production work. Maybe that’s not where creators want to put their efforts, maybe the risk/reward equation doesn’t really work there.
I’m very pleased to have been invited to be involved in the production of this new “literary” festival… described below in Quill & Quire magazine:
TINARS founder Marc Glassman to launch Toronto book fest in March
By Stuart Woods
January 6, 2014
What does the book launch of the future look like? Marc Glassman, artistic director of This Is Not a Reading Series, believes he has the answer. The former owner of Pages Books & Magazines (which closed in 2009) will present his vision with a series of events and readings to take place in Toronto this winter.
According to a press release, the Pages Festival + Conference, scheduled for March 13 to 15, will comprise “mainstage events,” in which authors will present their work to the public with multimedia support, and a series of daytime seminars, workshops, and panels touching on diverse topics, from “the impact of new technologies on literature to the maintenance of copyright and the shifting role of illustration in ebooks.” Events will take place at the Randolph Academy Theatre and the Tranzac Club, with programming details being announced over the next five weeks.
“As with TINARS, the onstage events will revolve around a creative collaboration between the Pages festival and writers,” Glassman tells Q&Q in an email. “We suspect that book tours in the future will look like our events. Headlining writers will inevitably work with musicians, video artists, dancers, actors, comedians, and installation artists to create grand spectacles that the public will embrace.”
Pages Beyond Bricks & Mortar, the pop-up version of the former Queen Street bookstore, will sell books at all festival events. Glassman adds that he will be reaching out to publishing colleagues in the coming weeks, though he has already assembled a board that includes Robert Logan, chief scientist at OCAD’s strategic innovation lab and professor emeritus at the University of Toronto; Doina Popescu, founding director of the Ryerson Image Centre; Xenophile Media founder Patrick Crowe; PEN Canada executive director Tasleem Thawar; Point of View magazine publisher Judy Wolfe; and digital publishing veteran Robert Kasher.
TINARS will continue its regular programming throughout the winter. Two events scheduled this month feature poet and critic Jason Guriel (The Pig Headed Soul, Jan. and novelist Kathryn Kuitenbrouwer (All the Broken Things, Jan. 20).
There are so many good reasons to buy this book, which came to us via Virginia Eichhorn of the Tom Thomson Art Gallery. (Thank you!) It is beautifully produced, on a fascinating if somewhat esoteric topic (collage), addresses in several ways the important role art plays in people’s lives (for artists but also non-artists, the seasons of an artist’s career, art in relation to life-experience and aging) and is well-written despite being a bit quirky (speculative, almost fictional while also being a biography).
It is exactly the kind of book that can change how you think and inspire new directions.
THE PAPER GARDEN
An Artist (Begins Her Life’s Work) at 72
By Molly Peacock,
Illustrated. 397 pp. Bloomsbury. 2011 $30.
[buy it in the Amazon]
Lest we forget.
The Canadian literary magazine Descant is a gem. Not only are the writing and art generally good, but the distinguished crew that produces it are given space each issue to sound off on a special topic. The winter 2012 issue (Descant 159, Vol. 43, No. 4), themed “A writer’s guide to melancholia,” carries excellent essays by contributing editors Kay Armatage and Mark Kingwell. Both follow the melancholy theme, Kingwell on grammar, Armatage on arts funding. Kingwell mourns the passing of the serial comma, while Armatage laments the passing of the serial donor.
Armatage has been studying the Metropolitan Opera’s investment in high definition broadcasting to movie theatres and in so doing, uncovers some important aspects of the new art economy.
The Met broadcasts further the innovation of their famous Texaco-sponsored radio broadcasts, which, though highly successful in reaching audiences (11 million listeners in 42 countries), actually cost the Met money, buying air time on many stations.
By contrast, the cineplex broadcasts (cinecasts) are ticketed events, revenue generating for the theatres and for the Met. But, Armatage points out, the Met’s motivation can’t only be to make money because after five years and 45 broadcasts costing about $1.1 million each, the Met has just begun to make a profit and a very modest one at that ($11 million in 2011), a “drop in the bucket” according to Armatage.
If it’s not about the money then, Armitage asks, are they perhaps striving after some ideal of democratization; bringing art to the masses, eliminating the distinctions between high and low? Closer to the mark, she says, but still not a bull’s eye. Radio is truly free, whereas the cinecasts, while not ultra expensive like attending the opera, are still far from free.
Armatage concludes the grail the Met is after is not exactly to be more inclusive so much as to find altogether new audiences. The need to do so is urgent: The average age of Met subscribers is 65, she notes. Moreover, the regulars are not like you and me; they are rich, really rich, ponying up big bucks for box seats and making substantial donations to boot.
So the question the Met’s cinecasts are posed to answer seems to be how to replace this aging audience and their old-fashioned type of patronage. Armatage has to admit that the cinecast initiative shows promise: already reaching 2.4 million people through 1,500 theatres in 46 countries, and poised to expand into Russia and China.
And the money isn’t just in the ticketing. Donations have correspondingly increased, by 50% in 2012. Although half of that still comes from the Met’s board of directors, according to the Met’s CEO Peter Gelb, the new millionaire donors are going to be found in those new audiences.
A similar change in audience-economies can be seen in the film business. According to an article in The Economist (February 23rd-March 1st, 2013), Hollywood movie revenues are stagnating while TV is more popular and profitable than ever. This summer, for the first time in as long as I can remember, networks are introducing new programs and not just playing reruns.
To make up for lost theatre revenues, Hollywood has come to rely on downstream revenue from DVD rentals, sales and now downloads through digital subscription services. But like with the Met’s cinecasts, this diversification doesn’t pay as much or as consistently as the old revenue models. According to analysts,”people are still watching the same amount of movies that they did a few years ago, They’re just spending $6 billion less a year to do it.”
Lower rates of return are endemic to the new media environment. In the same way that digital advertising rates for online magazines do not produce returns the way print advertising did, or ebook sales don’t yet make up for losses in hard copy book sales, movie distribution deals in new markets like Russia and China pay producers lower rates than the domestic standard percentage.
So here is the rub for the new art economy: new audiences promise to replace the disappearing, smaller but richer ones who paid more for tickets and donated more, but those new audiences typically pay less for digital delivered media. How much bigger the new audiences need to be, how much they’ll pay to be served and whether they will donate significantly all remain to be seen.
For the time being, producers, whether in the movie business or the opera business (or publishing for that matter) have little choice but to gamble on the new digital media: risking more, taking less profit while pushing their products further into unmapped territory.
While the revenue models are uncertain, there’s little doubt the wider audience is there. It’s just a question of how to wring the right amount of money out of them. In 2012, Lionsgate, an independent movie studio and distribution company, made one of its movies available in theatres and on video-on-demand at the same time, with the happy result that it produced three times as much revenue as it would have done otherwise, because, in the words of Lionsgate chairman Michael Burns, it “found two different audiences”.
To follow this topic on Twitter, search the hashtag #artecon.
Co-published by the Mackenzie Art Gallery in Regina, Saskatchewan and the Tom Thomson Art Gallery in Owen Sound, Ontario, Tactile Desires: The Work of Jack Sures, is sumptuously illustrated with the complete works from the traveling exhibition of the same name, most recently at the Canadian Clay and Glass Gallery. The book features essays by Sandra Alfoldy, Virginia Eichhorn, Julia Krueger and Matthew Kangas.
Softcover with French flaps, 216 pages, full colour
Read the review here.
This book is not just very hard to find online, I can’t find it anywhere. But I do have a number of copies on hand if you are interested: 44.95 CAD plus shipping. Please enquire via the contact page.
Evaluations of the previous year at the turn of the new year are generally popular, refreshing memory and promoting sober reflection. 2012 was, after a promising start, a miserable year by all accounts, including that of Maxwell Anderson, as expert and independent a thinker on the subject of art museums as one can find in the US of A.
Writing in the December issue of Artforum, Anderson observes an untoward over confidence and release of extravagance after years of measured caution and terrified parsimony brought on by the financial crisis of 2008. Anderson decries the financial short sightedness of museums, whose boards churn through directors while ignoring their fundamental missions and chasing trivial (and largely unattainable) goals like attendance to justify their institutiions.
Anderson usefully lists the criteria by which he believes boards should be evaluating their museums’ work: “the extent to which they care for our cultural heritage past and present and advance research, understanding, and awareness of the value of aesthetic endeavor.”
Anderson spends a lot of column inches on the most sensational news of 2012, how Jeffrey Deitch was challenged after his appointment to the directorship of the LA Museum of Contemporary Art when artists on his board abandoned ship after Deitch sacked veteran curator Paul Schimmel and dumped already scheduled projects for his own. Anderson’s piles on with the others, but his complaints sound shrill. If museums are stuck in various malaise, who better than Deitch, with his outsider status and dealer experience, to throw open the gates of privilege or try to develop more open and interesting relationships between museums and the market?
Acquisitions are another thing that make headlines in the museum world. Anderson notes a few of what he calls marquee art acquisitions, transformative gifts and bequests, including 405 Picasso prints donated to Saskatoon’s civic gallery by the Frank and Ellen Remai Foundation, a gift substantial enough to bring the respectable, regional Mendel Art Gallery (now renamed the Remai Art Gallery of Saskatchewan) to the attention of the international art world.
Most interesting are Anderson’s compliments to the city of Detroit for instituting tax-based (mill rate) funding for the Detroit Institute of Arts, following a grassroots campaign that argued the extrinsic benefits to the community, including the multiplier economic effect, programs for the disabled and safer streets. Solid municipal support like that is more common here in Canada but needs to be even more universal, and at consistent funding levels.
In conclusion, Anderson appeals for more thoughtful and substantive support for art museums’ intrinsic activities: research, collections care, publishing and conservation. But looking hard at those programs may turn up problems just like the equivocal attitude to museum leadership and the preoccupation with attendance, like the looming collections crisis: vaults over-crowded with indifferent works acquired in boom times, with no room left, or budgets to support, the art being made today, or the on-going problem of donations that look good in annual reports but saddle institutions with costs they can ill-afford, in perpetuity.
Similarly, publishing continues to be fraught with contradictions, as Anderson notes earlier in the article: Why do museums persist in spending lavishly for exhibition catalogues that sell few copies to only the very narrowest segment of museum patrons?
There are answers to that question (e.g. publishing contributes in a fundamental way to the integrity of an institution by manifesting its commitment to, and capacity for, top notch research), and to others that address the core of the museum. Overall, Anderson’s year-end review calls for a refocusing on things that really matter. He has created a useful agenda to guide discussion and work in 2013.
Maxwell Anderson is a highly respected thought-leader within the art museum community, former director of the Whitney Museum of American Art, president of the Association of Art Museum Directors, and currently the director of the Dallas Museum of Art.
Amy Verner, writing in the December 19th Globe & Mail (What your $700 coffee-table book really says about you), calls attention to the fact that the market for big and beautiful art books is undiminished despite retractions in the economy and the seemingly-ever-collapsing book market. In fact, it may be growing.
Of course, she is talking about the world of international publishing, not our domestic one where even the most sumptuous, prestige art books are rarely if ever priced over $100. After the automatic discounts Amazon applies automatically to even new books, the prices of Canadian art books appear slightly ridiculous. Take just three examples:
Polaroids, a huge (34 x 44 cm), full colour, coffee table book of preparatory pictures taken by the internationally recognized Canadian painter Attila Richard Lukacs, beautifully designed by artist Michael Morris, is available for the preposterously low price of $37.62 from Amazon.ca. Even the publisher’s retail price of $60 is probably less than half what a book of this quality about an artist of Lukacs calibre is worth, and should command in the marketplace.
Another fabulous book, published on the occasion of a museum exhibition of the work of fashion designer Jean Paul Gautier, exquisitely produced (including an amazingly clever, optically vibrating plastic sleeve) by the very talented team at the Musée des beaux-art de Montreal, comes in at under $100 if ordered from Amazon, despite the fact that Gautier is an international celebrity and this was a world-premier event, his very first recognition by the art museum world.
Only when we get into the realm of “historical treasures” does price even begin to reflect value, or investment, e.g. the catalogue raisonée of David Milne is $360.36 on Amazon.ca, discounted egregiously from a still very reasonable $572.00, a price that barely reflects the estimated $1 million invested in this project (which produced, in addition to the catalogue raisonée, a CD version, and a companion biography written by David Silcox).
Are Canadian art books priced so poorly because Canadians are a naïve and unassuming people afraid to stand up and be counted? Or is it because the costs of production are covered by government subsidies regardless of sales? Or is it that Canadian publishers do not have the distribution reach and marketing resources to really compete in the international marketplace?
These are questions that deserve answers.