DESPITE CATALOGS with product offerings that sell for four and five figures, most publications catering to a wealthier demographic tend not to report on direct response.
It is interesting, then, to find such an article recently-and in one of the design magazines yet, which as we all know are read only by the most tasteful of people.
The March issue of Architectural Digest covers online auctions in Nicholas von Hoffman’s column, Ad Electronica. In von Hoffman’s defense, the column is usually better than the pretentiousness of its title would indicate.
The column focuses on how e-commerce and Web sites are affecting the trade in art and antiques, design and decorative arts. Nothing new, per se, but it’s amusing to read how Newel Art Galleries Inc., New York, was surprised at how much its customer base expanded when it put up a Web site and how fast the site paid for itself, making all the work worthwhile.
Sotheby’s, the venerable auction house, suggests that the Internet might level the playing field for access and pricing. Sotheby’s, of course, has started to accept bids online, increasing the number of new buyers by 40%. The column concludes by speculating that Web sites might replace auction catalogs-an expensive necessity for the auction houses and an indispensable reference for collectors.-JB
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