"The first thing you should do", I've been told on several occasions, "is to get a copy of the almanac". So I did. "It's the bible", I've been told.
I picked up the August edition of the ArtAlmanac last week. And it is definitely a great starting point to get familiar with the Melbourne art scene, no doubt.
But essentially it's a book full of advertising. And at $495 for a full page, that cost adds up for a small gallery over 12 months. I wonder if it's worth it.
Perhaps the art collector uses the almanac to shortlist their next investment. And I'm sure every gallery feels as though they have to be in it each month, because "you just have to be in it!". But do you?
I'm curious - Is advertising in the the ArtAlmanac a manatory? Does anyone actually read it? Could you spend your gallery marketing budget in a better way? What do you think?