Brian Usher

Pub­lisher & CEO

Arabella - - ARABELLA DESIGN - Www.ara­bel­lade­

Af­ter a great sum­mer in our new digs we’re fi­nally start­ing to feel a lit­tle bit or­ga­nized on the home front. The busi­ness kept run­ning but it seems some of our gallery clients and writ­ers de­cided to take ex­tended va­ca­tions and left us won­der­ing if they were ever go­ing to make it back in time to sub­mit artists’ works, their ad­ver­tis­ing or their ar­ti­cles. There are some is­sues that just seem more chal­leng­ing than oth­ers and this is yet an­other one of those that take years off one’s life! As Deb has in­di­cated in her ed­i­to­rial we’ve suc­cess­fully en­dured the ef­fects of what they are choos­ing to call a trop­i­cal storm (for fear of scar­ing off the tourists with the "H" word). We’ve also dealt with some sig­nif­i­cant but ex­pected plumb­ing is­sues and af­ter weeks of un­pack­ing boxes we fi­nally man­aged to find the pi­ano and get it up the spi­ral stair­case with the help of Dan the Pi­ano Man from Grand Manan, New Brunswick. Any­way, as we try to take a breath and find some time to re­lax here it is – ARA­BELLA’S Fall Har­vest is­sue.

A Wel­come & In­tro­duc­tion to New Read­ers

With each new is­sue we say hello again to those who know us well and have the op­por­tu­nity to wel­come a whole new set of read­ers. Given our growth in new read­ers in 2014 I thought it might be ap­pro­pri­ate to re­state and re­in­force our mission and goals. This is rel­e­vant as we con­tinue to shape and re-shape our fo­cus in at­tempts to achieve greater gains.

Our Mission is Ex­pand­ing

In the be­gin­ning seven years ago we started with a mission of telling the story of Canada, as re­flected in its art, ar­chi­tec­ture, de­sign, peo­ple, busi­nesses and life­styles. The mag­a­zine con­tin­ues to play a crit­i­cal role in pre­sent­ing Canadian artis­tic tal­ent and cul­ture to the widest pos­si­ble au­di­ence across Canada and the USA but with the growth of our Amer­i­can au­di­ence we’ve tried where ever pos­si­ble to widen our scope of con­tent to in­clude some of the great tal­ent in the US that is avail­able to art col­lec­tors and buy­ers both in the US and Canada. As some of our great Canadian artists ex­pand their of­fer­ings into ma­jor US gal­leries this makes more and more sense. While we per­son­ally iden­tify our­selves as Canadian, the suc­cess of the busi­ness ul­ti­mately de­pends on our abil­ity to ad­dress both mar­kets.


We of­ten get asked why we un­der­took this mission. Hav­ing op­er­ated a sea­sonal art gallery and be­ing in­volved in arts or­ga­ni­za­tions as both artists and con­sul­tants we were fre­quently aware of some ma­jor lim­i­ta­tions. At the heart of ARA­BELLA’S un­der­tak­ing is a be­lief that there are very few ve­hi­cles avail­able for ef­fec­tively mar­ket­ing and sup­port­ing as­pir­ing and achiev­ing cre­ative tal­ent. As a re­sult a lot of tal­ent goes un­no­ticed and ca­reers get stalled. Data on the low in­comes of many artists are not sur­pris­ing when we look at how mar­ket­ing is typ­i­cally con­ducted by in­di­vid­u­als and or­ga­ni­za­tions in the fields of arts and cul­ture. The ma­jor­ity of mar­ket­ing as such con­tin­ues to fo­cus nar­rowly on lo­cal mar­kets and to search out clients in the wider re­gional or na­tional con­texts. At the same time, it ap­pears to be the na­ture of many es­tab­lished me­dia or­ga­ni­za­tions and their pub­li­ca­tions to fo­cus on tal­ents that are al­ready well es­tab­lished – those that we iden­tify as "ac­com­plished". At

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