Table of Contents

Acknowledgments
Foreword by William Zimmer
Introduction
BOOK ONE: THE ARTIST’S ROADMAP TO SUCCESS: by Katharine T. Carter
STAGE ONE: Local and State Career Development
Chapter 1 Driver Education: Rules of the Road
Communicating Your Ideas • How Much Work is Enough? • City, County, and Statewide Goals
Chapter 2 Carpooling: Who Should You Know and How to Meet Them
Art-World Places and Faces • Art Councils • Directories • Researching Exhibition Venues on
the Internet • Local Museum and Institutional Memberships • Commercial Galleries • Art
Consultants • Corporate Collections • Residential and Contract Interior Designers and
Landscape Architects • Media • College and University Art Department Heads and Faculty •
Community Arts Supporters • Collectors • Telephone/E-mail Scripting and Establishing Your
Contact Plan • Key Phrases to Use with Galleries • Pricing Your Work: How to Figure It Out
• Presentation and Perception
Chapter 3 Taking the Wheel: Getting Organized
Courting and Dealing with the Media • The Press Package • The Press Release •
The Case Against Slides • Business Cards and Stationery • Who Do You Think You Are? •
Chronological Résumé • The Biographical Summary • The Artist’s Statement • Cover/Pitch
Letters • Follow-up and Follow-Through • Promoting Yourself • Announcement Cards,
Brochures and Catalogues • Capturing the Viewer’s Attention • Artists’ Websites
Chapter 4 Green Light: Exhibitions
Are You on the Right Road? • Evaluating Exhibition Opportunities • Career Advancement •
Alternative Venues • After the Exhibition is Booked • Check All the Fine Print • Exhibition
Fact Sheets • Exhibition Responsibilities • 90 Days Prior to Exhibition • Sales • Promoting the
Exhibition • 30 Days Prior to Exhibition • Framing and Presentation • Shipping
Chapter 5 Crossing State Lines: Poised for Stage Two
STAGE TWO: Regional Career Development
Chapter 6 Interstate Commerce: Regional Career Development
Regional Research • Implementing Your Plan • Strategies for Regional Success •
Covering Costs • Stage Two Goals
Chapter 7 Roadside Assistance: Getting the Help You Need
Administrative Support • The Ten Most Important Skills of an Administrative Assistant •
Promotional Materials at Stage Two • Advertising and Press Coverage
STAGE THREE: National Career Development
Chapter 8 Interstate Highway System: Going National
Coast to Coast • Strategies in the Commercial Sector • Strategies in the Nonprofit Sector •
Know What Your Goals Are • National Goals • Level II Museums Nationally • Expanding
Your Horizons • Nonprofits and Commercial Galleries • Choosing Competitive Exhibitions •
Establishing Your Bona Fides • Participating in Group Exhibitions Nationwide • What
Attributes Are Galleries Looking For? • The Ideal Artist Client • Demonstrating Sales Potential
• Maximizing Trips • Plan of Action • Relocating • Stage Three Goals
Chapter 9 Conclusion: Reaching Your Destination
BOOK TWO: MAPPING IT OUT: Templates and Examples of the
Elements of Press Kits and Presentation Packages
Cover and Pitch Letters • Press Releases • Chronological Résumés • Biographical Summaries •
Artist’s Statements
BOOK THREE: HARE PEN CURVES: Essays by Associates
Commitment
A Life in Art: John Mendelsohn
First You Must: Dominique Nahas
Defining Success
Building a Profit Portfolio: D. Dominick Lombardi
Some Observations on Becoming Successful in Today’s Art World: Jonathan Goodman
Navigating the Art World
The “E” Word: Kathleen Cullen
Gallery Roulette: Ann Landi
Five Ways to Lose a Gallery: Robert Curcio
The Art Fair Phenomenon: Robert Curcio
Print Matters: Deborah Ripley
Criticize This: William Zimmer
Getting Lucky, Getting Reviewed: Richard Vine
Being Written About or a Catalogue Essay Is Not a Review, and Vice Versa: Peter Frank
Forging Your Brand: Standing Out in the Art World: Steve Rockwell
Eureka: The Creative Brain and Getting Artists to Talk About It: Robert Mahoney
Tools
Making a Statement: Mary Hrbacek
Opportunity Calls: Edward Leffingwell
Anatomy of an Online Campaign: Iyna Bort Caruso
Do You Need a Website?: Alison Slon
Your Presence on the Internet: Henry Auvil
Lights, Camera, Action: Anne Leith
Making It to Print: Bill Mutter
Art Attack: Karen S. Chambers
INFORMATION RESOURCES: Extensive Art World Resource Listing