Digital Art Market Comes of Age

Art Business News, Sept, 2001 by Alice C. Gibson

Print-on-demand technology prepares to move art publishing into the retail gallery

SPECIAL REPORT--There is practically no aspect of modern life that has not been impacted by the digital age--and the art industry is no exception. Print-on-demand technology (which produces giclee prints) already has changed the way traditional publishers do business. It also has changed the way artwork is sold and delivered to customers. Now, the way the artwork is produced for sale is changing the marketplace as well.

Anyone who has attended an industry trade show has seen crowds gathered around exhibitors showcasing scanners and printers that transform a small photo into an oversize print on canvas or high-quality art paper. Used for some time in the photography and sign-printing industries, print-on-demand systems have made strong inroads into the fine art market.

Sales of such systems to art publishers and print suppliers have blossomed in recent years, as printers, inks and paper combinations have improved the longevity and quality of giclees. But, the technology is about to take a giant step forward--to true print-on-demand--with the "demand" coming directly from consumers.

A Bright New World

In the very near future, if the expectations of some in the art business are met, customers will be able to go into their favorite art gallery and view a myriad array of artworks stored in databanks accessible via the Internet. Customers will search the artwork files using criteria they supply--artist names and subject matter, for example. After choosing an image to his or her liking, the gallery customer can have it printed in any size, on a choice of several kinds of paper or canvas substrates, and take possession immediately.

Such options already are available on a limited basis. But soon, if those involved in Brightcube Inc. are correct, such a scenario will be commonplace. Al Marco, c.e.o. of the El Segundo, Calif.-based company, said Brightcube is bringing to market the first true print-on-demand technology. The system the company is producing and marketing will be leased to gallery owners for use at their locations to directly fill orders from customers.

The basis of the system, said Elizabeth Wenner, vice president of development for the company, is the Brightcube "box" that contains both the hardware and proprietary software needed to operate it. Add to the box a high-quality Epson printer, inks and a set of specially tested substrates, and you have the ability to make prints, she said.

Images, currently being supplied to Brightcube by Devon Publishing Group (DPG), will be stored on a server accessible via the Internet or on a disk supplied by Brightcube. The companies recently forged an agreement to distribute DPG's collection of ImageX art prints using the Brightcube delivery application. Under the agreement, DPG will supply a broad selection of images to Brightcube's image bank.

Gallery owners can print out images in the system to create their own hard-copy catalog, or they can connect directly to the image files and allow the customer to view them digitally. After customers choose the images they want, then the art dealer will download the digital file to the Brightcube box for processing and printing.

No particular expertise will be needed to operate the system, Wenner said, since the box contains the expertise to produce the prints. She said the system will save gallery owners money in terms of shipping costs and inventory investments, yet will expand greatly the gallery offerings in terms of image selections, substrates and sizes.

Galleries using the system will pay a monthly lease fee and a licensing fee for each image printed. They also will have marketing help and support from Brightcube and will be able to use the printer to produce their own marketing materials, catalogs and signs.

Devon Publishing Group is offering its ImageX line of prints on the Brightcube system. In addition, DPG will be responsible for adding the work of other publishers as well as updating the image bank on a regular basis, said Gary Mariani of DPG. The ImageX line is a "contemporary line with a European flair," Mariani said. It currently contains 105 images.

Mariani said a Brightcube system has been installed at his facility, and he has been impressed with both the ease of use and the quality of the reproductions.

"We're excited about being a part of this," said Mariani. "It's new technology and we're on the leading edge, which is scary but very exciting."

Printers and Publishers Respond

While print-on-demand technology has been around for some time in terms of giclee prints being produced by art publishers, not everyone is in favor of putting the printing plant into the hands of retailers. Such instant solutions are neither necessary or desirable, said some traditional girlie publishers and printers.

Roger Charland of Art Print on Canvas has been providing reproductions on canvas to retailers for some time. Charland maintains that the equipment needed to get good results would be very expensive and that employees would have to be trained extensively.