Policies and Procedures.indd

Ad Negotiations: The NAD job includes obtaining annual costs for ads but also involves requests for editorials and magazine awards for shows. I always get this in writing. As with many members, I also do group ads with other organi zations and I have learned that on the surface, their ad costs look lower than those quoted for WAOW. I have learned that in all cases (so far) that this is because that group contributes money to the overall ad budget to induce more artists to advertise. WAOW is the largest (nearly always) group ad for the year for each of the big 4 magazines we currently use: Fine Art Conn, Southwest Art Mag, Art of the West and Western Art Collector. We have also used Western Art & Architecture and American Art Collector in the past. For 2018, I believe we only used 3 of the big 4 magazines because Western Art Collector quoted prices were not competitive(so we sat out with them for 2018 and 2019). They gave a more competitive bid in 2020, so we went back to them. All this is to say that it is good to find out behind the scenes what other groups are being quoted and to be willing to sit out with a magazine if they become too high. Fine Art Conn. might be an exception because they speak to a different collector group than do Southwest Art Mag, Art of the West and Western Art Collector. Evites The NAD works with graphic designer and evite crew (for the past few years this crew has been the WAOW geek squad) Evites templates are coordinated with ad template and catalogue and that template is provided to the WAOW geek squad. Evites since 2018 were done for each individual artist to spotlight their work for their collectors. In 2020, WAOW coordinated a burst of evites posted by members on the same day to flood social media which did, indeed boost website interest on the WAOW.org site. Overview of Job In many respects this job is one of support, coordinating people whose jobs may overlap and making an at tempt to have the ad campaign meet with the approval and consensus of several people, particularly the local show chairs. This helps others invest their creativity and time and also acknowledges their contributions to WAOW. Including the Ad Director in Show Committee meetings as a source of info for all these moving parts is important. One of the most important aspects of the job is ensuring deadlines are met and supporting those volunteers who do these individual jobs on the NAC. In the end, the Ad Director has the final call on the ad campaign via the bylaws, but it is most important to step back and encourage others to participate in the process. The process is better for having several heads for thinking through issues and particularly for final approval on ad spreads – I am always amazed how an ad campaigned proofed by 3 women will invariably have yet a small error some where than an additional person will catch (hopefully). FILE RECORDS of ADVERTISING and other ways to avoid making an error. Detailed spreadsheet recording of who advertised what and where were kept by WAOW prior to 2018 when I stepped in and those were forwarded to me. I have kept records according to magazines and years but in 2018 (I think I made a master list that year) but in 2019, 2020 I have not created a Masterfile of who advertised for those years. It is just easier (if there is a question) to look in the magazine file for that year. The bylaws do require Signatures to let WAOW know their advertising history (requiring the member to advertise nationally at least once every 2 years).

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