The first version of ArtCat calendar (then called ArtCal) launched in November 2004. I wrote the first version in one weekend, to make it easier for James and me to keep track of shows we wanted to see, especially once Chelsea reached 300 galleries. For a long time it was a minimal website with locations, shows, and their dates — not even images. Over time I added images, iCal and RSS feeds, and a weekly newsletter.
Over 16,000 exhibitions at more than 2,000 venues have appeared on ArtCat. We average 200-300 current exhibitions on the site. While forms for galleries to add their exhibits have existed since late 2010, we still view each submission to approve it, for quality control and to prevent duplicates. That is the most time-consuming part of running the site. We also spend a lot of time processing corrections due to galleries submitting new version of press releases, or correcting typos and erroneously-submitted dates.
Advertising revenue, even if one assumes my time is free, does not currently cover the cost of hosting the site plus paying someone to help me with approving submissions and responding to corrections. The calendar does serve as promotion for ArtCat Hosting, but the value of that, versus having more time to improve ArtCat Hosting, is unclear. Most of my hosting clients do not mention the calendar when signing up.
Advertising revenue has averaged $250/month over the last year, primarily due to the support of Storefront Bushwick and Deborah Brown. Other advertisers have included Theodore:Art and Kianga Ellis Projects. Note that all of these are Brooklyn-based. Since I ended the Culture Pundits advertising network, there have been no advertisements from a Chelsea or Lower East Side gallery. During the entire 4 1/2 year run of Culture Pundits, only two commercial galleries in New York advertised with the network.
Charging for listings, for a calendar that wants to maintain quality and promote underknown artists and galleries, is a non-starter. It is apparent to me, after eight years, that there is no financial support for an art calendar of this kind.
I don’t have the resources and time to continue to run the calendar by myself in its current form. I am spread too thinly to do a good job of running ArtCat, improving ArtCat Hosting, promoting and publishing IDIOM, documenting our art collection, and actually getting out to see art. Of course, I also have to make a living through my freelance work. My goal is to narrow the focus of my work I do within the art world, and do one or two things very well, rather than provide lesser versions of many things. As the wonderful Michael Mandiberg pointed out here, there are limits to one’s time/labor/capital and it’s healthy to move one when the time feels right.
I will convert the site to an archive as of January 1, 2013. If someone is interested in the code and data (it is a Ruby on Rails 2.3 application), I’m ready to talk. The ArtCat name and domain will stay with me, as I own the trademark for it, to be used specifically for my art website hosting business.