Although, when Cornelia and I co-founded ART times back in 1984, we did not set ourselves up as a not-for-profit entity, we soon discovered that de facto, regardless of our intent, it would indeed be a not-for-profit enterprise. For the 30-odd years we’ve been in ‘business’, beyond keeping ‘afloat’ and meeting our basic needs, our income over expenses has been extremely modest. Lately, however, we’ve ended up “in the hole” (as, in fact, a great many publications and newspapers have been failing for the same reason in recent years), not covering our expenses for some time, periodically supplementing ART TIMES with loans from our modest savings when necessary to meet our obligations.
More than once over the years — and especially during the last few — we’ve been asked why we stay in business. We look at each other, at the questioners, and mostly just shrug. But, Yes! Why do we continue? Our answer sounds a little corny — even silly, perhaps — but to put it into one word, the answer always was and remains: altruism. The word, derived from the Latin alter, meaning “other” (cf. e.g. ‘alternate’, ‘alternative’, ‘alter ego’, etc.) was perhaps not in our minds at the time, but the truth of the matter is that neither of us were typical “businesspeople” — Cornelia was a teacher, counselor, and networker while I was a teacher, poet, and essayist. So “making money” — beyond a “living” — was not foremost in our thinking/planning/creating an ‘arts journal’. Our primary goal was to create a forum for the arts, specifically a publication that would further, bolster, promote and broadcast the cultural riches of our region — a project that Cornelia would physically “make happen” and that I would edit and contribute to. After putting together a mock-up to “float” out into the world in the early summer of 1984, Voila! Volume 1, No. 1 of ART TIMES came “hot off the press” in August. We did it! The “artworld” was pleased and readily supported its production from the outset. Our resultant travels to art exhibitions, conferences, lectures, museums and culture venues across not only America, but to Europe and Asia as well, became business expenses that not only contributed to the success of ART times but greatly enriched our (and our readers’) lives. We saw places and met people that we most likely would have never experienced if not for our creation of ART TIMES.
However, as ‘enriched’ as we felt culturally by being able to support our travels, we never thought of including a regular weekly “salary” for either one of us, content to get along on covering the basics of every-day living.
Altruism, although admirable…even desirable…is, however, not quite cutting it lately. Our resources have been rapidly dwindling, and in the Summer of 2016, in an effort to “stop the bleeding” we moved from publishing in print to a digital-only presence; by doing so we not only eliminated our major costs of printing and shipping, but the move also resulted in our getting our advertisers out to a global audience.
Still, perhaps a little bit of ‘business sense’ would have been helpful back then when we sort of rashly took the plunge. Thankfully, our readers and supporters have rapidly responded to our situation and we are so grateful both for their encouraging words and advertising dollars. Any guesses of what’s on the horizon?