The following review was contributed by: NORM GOLDMAN EDITOR OF BOOKPLEASURES

As I am married to an artist, I can well appreciate the immense difficulties artists face when they are endeavoring to sell their art- work. It is with this in mind that I decided to read and review Julius Vitali’s updated edition of The Fine Artist’s Guide To Marketing And Self Promotion.

Vitali’s question in his introduction- how do fine artists create a reputation and career that will ultimately allow commercial galleries to sell their work- sets the tone of this extremely informative book. We often hear the common complaint of artists that they have been rejected so many times that they might as well throw in the towel and forget about selling their work. A simple reply to the artist would be to persist and don’t be discouraged. However, unfortunately this is not enough. They must realize, as Vitali points out, there are other factors contributing to making an artist known, such as knowing about publicity, marketing, a clear and articulated aesthetic vision, networking, timeliness, and yes, a certain amount of luck.

Vitali deals with all of these elements in his eleven chapters that clearly point the artist in the right direction. In addition, the reader is also provided with brief profiles of thirteen successful artists, who have implemented to a lesser or greater degree many of Vitali’s guidelines. When I was growing up my parents always told me that you learn from the best not the worst. In other words, find out why certain individuals are successful and learn from them. This is basically Vitali’s motive for including these thirteen profiles, wherein the reader may be able to implement some of what worked for these artists.

There is also no shortage of interesting advice scattered throughout the book. As examples, did you know that making personal contact with magazines and newspapers is the most effective way to achieve success with these publications; be careful if you exhibit in the same area and repeatedly send media releases, this may turn off reports and reviewers; that more people listen to radio than ever before and this is an excellent opportunity to be known.

In addition to receiving some excellent tips as to how to market and sell yourself, the author provides timely resources pertaining to grants for individuals and special projects, corporate support for the arts, exhibiting your art professionally in a variety of venues, assembling a résumé, portfolio, and letters of recommendation. A useful appendix at the back of the book deals with digital resources, Internet security and other related Internet topics, useful software, printers, ink and paper, and publishing.

Julius Vitali is a well- known international artist who has exhibited all over the globe, and his work appears in numerous public and private collections. Artists who will devote the time to thoroughly read and probably re-read chapters that are most appropriate to their situation have the most to gain from Vitali’s advice.