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Gawking at $135 Million in Nazi Loot

In the Museum World, Money Talks

November 2007 By Denny Hatch
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In the News

Album documenting Nazi art loot donated to National Archives
(AXcess News) Washington—A leather-bound catalog—its 50 pages so fragile they crumble without delicate care—containing photographs of Nazi-looted art has found its way from the heir of an American soldier to the National Archives.
Identified as photo album No. 8, the catalog is one of an estimated 85 to 100 volumes documenting art pieces seized from churches, households and museums under Hitler’s World War II regime.

—James Baetke Scripps Howard Foundation Wire, November 11, 2007

In 2004—after many years of museum and gallery hopping in the U.S. and around the world—I was invited to a private viewing of “Manet and the Sea” at the Philadelphia Museum of Art. The exhibition was sponsored by one of the big banks in town and I found myself completely alone with that Monet masterpiece some 37 years after having first seen it.

I sat down on a bench across from it and spent a good half hour. I came away believing that it was even better than I remembered and is still the most beautiful and evocative painting I have ever seen.

The Great Art Conspiracy
One of the greatest heists of the 20th century was the Nazi theft of art from museums and private collections all over Europe—from France to Russia. For example, it is estimated that 21,903 objects were seized in France, with 9,000 of them looted from the Rothschild, David-Weill and Kann families alone.

“The Führer loves art because he himself is an artist,” crowed Joseph Goebbels, Hitler’s propaganda minister. “Under his blessed hand, a Renaissance has begun.”

Literally millions of objects were stolen, and many were recovered and returned to their rightful owners. But the conspiracy continues to this day. Many of these stolen works were acquired by private collectors and museums around the world—all of whom are loath to so much as look into the provenance, let alone return them to the heirs of the former owners. Rather they continue to display them—or, more likely, hide them in their vaults—hoping that the rightful owners will die off or lose interest. Such would have been the fate of the Klimt portrait had it not been for the persistence of Mme. Bloch-Bauer’s niece, Maria Altmann, 90.

The Klimt—Wow!
Klimt’s $135 million portrait of Mme. Bloch-Bauer not only dominates the main room at the top of the grand marble staircase, but overpowers everything else in the museum, and very possibly everything on the east side of Fifth Avenue until you get to the Frick Collection 16 blocks south.

The picture is four-and-a-half feet square. At the very top is Mme. Bloch-Bauer’s angular face with enormous dark doe eyes, full red lips and black tresses piled high in a towering Edwardian hairdo. She wears a silver bejeweled choker and a silver-and-gold gown with myriad gold and sliver patterns that suggest the Art Deco era that follows. But what is extraordinary is the gold and silver everywhere—in the background, layered in the dress, surrounding her in a halo-like design filled with gold and silver coins and symbols from ancient Egypt and Greece. I think I even spotted a couple of little sperm swimming around the midsection of her dress.

Yet, in spite of the blazing array of precious metals, my eye kept returning to her face with an expression as mysterious as that of Mona Lisa.

Someone once said that paintings take a long time to create and that viewers should spend time looking at those that they feel have meaning.

I kept returning to the Klimt portrait after visiting other galleries in the museum. It pulled me like a magnet as I studied anew the dazzling gold and sliver designs. All the while I kept trying to get my head around $135 million.

Did Ronald Lauder Overpay?
Christopher Benfey, Mellon Professor of English at Mount Holyoke, doesn’t think so. On June 20, 2006, he wrote in Slate.com:

As for the $135 million, the price seems low to me. Most art prices seem low to me. What’s a reasonable price for a one-of-a-kind masterpiece? If the Texas Rangers once paid Alex Rodriguez twice that amount to play shortstop for 10 years, hasn’t Lauder gotten his Klimt, which he owns in perpetuity, for a steal? (I’d rather have Adele on my wall than A-Rod on my team.) Fortunately for the rest of us, Lauder’s luxury object will be available to all of us, radiating luxe, calme, et volupté forever.

P.S. Five months after Ronald Lauder’s purchase of the Klimt portrait, Hollywood mogul David Geffen sold “No. 5, 1948” by drip-’n’-splatter master Jackson Pollock to financier David Martinez for a reported $140 million. Martinez, who makes none of Forbes lists of the richest people, also holds the record for the highest price paid for a New York Condo—$42 million in 2003 for a penthouse in the Time Warner Center, which he is currently enlarging.

Takeaway Points to Consider:

* In the world of fine arts, painters can do what they want.

* In marketing and advertising, never allow a designer to overpower your ad or mailing.

* ”Use pictures only to attract those who may profit you; use them only when they form a better-selling argument than the same amount of space set in type.”
—Claude Hopkins

* ”It’s copy that sells, not design. But it’s the design that sells the copy. It makes no difference how persuasive, how benefit-oriented, or how well-written the copy is if it isn’t read. It’s the designer’s job to present the copy in a way that will overcome skepticism, buy schedules, and people’s dislike of what they perceive to be ‘junk’.”
—Ed Elliott

* ”It is important to remember that in direct mail the word is king. Copy is the architect of the sale. Design and art are strongly supportive interior designers that often set up the sale. Because lookers are shoppers while readers are buyers, if you can firmly engage your prospects—and keep them engaged—through reading, you’re on your way to a sale.
—Malcolm Decker

Web Sites Related to Today's Edition:

Neue Gallery
www.neuegalerie.org

Gustav Klimt
http://www.expo-klimt.com/

If your family had art stolen by the Nazis. . .
http://tinyurl.com/2pk4as

Guidelines for Museums on Looted Nazi Art
http://tinyurl.com/32taqj

“Rescuing da Vinci” by Robert M. Edsel, History of Nazi Art Loot and Its Recovery
http://tinyurl.com/2n3k63

“The Lost Museum: The Nazi Conspiracy to Steal the World’s Greatest Works of Art” by Hector Feliciano
http://tinyurl.com/2947le

“The Train,” Burt Lancaster, Paul Scofield and Jeanne Moreau, Directed by John Frankenheimer
http://tinyurl.com/yqzswg
 

Companies Mentioned:

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COMMENTS

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Most Recent Comments:
Wash Phillips - Posted on November 13, 2007
Yes, it's a huge extravagance, especially when so many are threatened, dying, suffering.
But, my God, the Klimt (and those on the virtual museum are so stunning, so in command of the viewer (most of us, anyway, Tim) and as abstract as the Pollock, for that matter, but able to engage even electronically. This is art with a genuine capital A!
The only commonality with direct mail (as someone pointed out) is that humans must be drawn to it for either to be successful. But with Art, what's the closer?
Peter Rosenwald - Posted on November 13, 2007
Great piece, again!
And Tim's comment is not at all unique.
In my 17 years writing about the arts for the WSJ, the question I was most often asked about ballet, music and the plastic arts was: "what does it mean?"
That's no doubt the result of too many didactic art professors. Don't worry too much about what it "means". My advice when you approach any work of art; just let it talk to you and let your emotions take over. You can always look up views of what it means.
But only you can feel that unique bond with the artist. If the work touches you, that's all that matters. Each of us feels it differently and that's one of the great things about art. That's its real value, regardless of what someone "paid" for it.
Larry Kaufman - Posted on November 13, 2007
You missed an important takeaway point. What do Klimt, Monet, or Lauder's $135 million have to do with successful direct response marketing (which is essentially why most of us read you)? The answer is that you are multi-dimensional (who knew?) with multiple interests, and so, since I clicked through to the full article, am I, and doubtless so are many other readers. Take home points -- different strokes for different folks, don't underestimate your audience, and don't be afraid to expand other people's understanding of your personal brand.
John Friesen - Posted on November 13, 2007
Thanks for a wonderful read! I'm 99% sure you're aware of it, but in the off chance you aren't, Joseph Heller wrote a brilliant book called "Aristotle Contemplating a Bust of Homer" after seeing the same-named painting.
Bernie Malonson - Posted on November 13, 2007
Similar to direct response advertising (which appeals to an audience of one) so does great art.

We are each a target market for a piece and it either appeals to us or it does not.

The same claim can be made for Nascar vs. the New York Philharmonic, or Danielle Steele vs. Tolstoy.

In all mediums, we are entering a one on one dialogue with the person(s) we desire a response from.
Rainer - Posted on November 13, 2007
I've never been much of an art person but these paintings, even through a computer screen, evoke some kind of an emotional response somewhere deep inside. You can see the craftsmanship and genius right through my monitor. I can only imagine what would happen if I stood right in front of them. Maybe it's time to slow down and 'smell the roses.'
Tim - Posted on November 13, 2007
It could be a Manet, Monet, Mona Lisa or a Paint By Number piece for all I care. It is my opinion, that most of the common blokes out there in the world have little understanding?and almost total disbelief why there is any interest in art that appears to be so static in nature...simply hanging on the walls of a museum.
Sure, you can call me unsophisticated and uneducated... I even flunked Art History in college. However, throw in some intrigue like art theft and Nazi Germany...Write a novel about the DaVinci Code?talk about price tags of $135 MILLION dollars?mention sperm on a dress (you weren?t talking about Monica Lewinsky, right?) ?and you have my attention!!
All of this may be nothing more than marketing hype and part of the overall business plan of museum directors from across the country. Nonetheless, I am intrigued by it all. Money does talk. But more importantly, I blame my Art History professor for not bringing to light the true value of these masterpieces! Shame on him?
Click here to view archived comments...
Archived Comments:
Wash Phillips - Posted on November 13, 2007
Yes, it's a huge extravagance, especially when so many are threatened, dying, suffering.
But, my God, the Klimt (and those on the virtual museum are so stunning, so in command of the viewer (most of us, anyway, Tim) and as abstract as the Pollock, for that matter, but able to engage even electronically. This is art with a genuine capital A!
The only commonality with direct mail (as someone pointed out) is that humans must be drawn to it for either to be successful. But with Art, what's the closer?
Peter Rosenwald - Posted on November 13, 2007
Great piece, again!
And Tim's comment is not at all unique.
In my 17 years writing about the arts for the WSJ, the question I was most often asked about ballet, music and the plastic arts was: "what does it mean?"
That's no doubt the result of too many didactic art professors. Don't worry too much about what it "means". My advice when you approach any work of art; just let it talk to you and let your emotions take over. You can always look up views of what it means.
But only you can feel that unique bond with the artist. If the work touches you, that's all that matters. Each of us feels it differently and that's one of the great things about art. That's its real value, regardless of what someone "paid" for it.
Larry Kaufman - Posted on November 13, 2007
You missed an important takeaway point. What do Klimt, Monet, or Lauder's $135 million have to do with successful direct response marketing (which is essentially why most of us read you)? The answer is that you are multi-dimensional (who knew?) with multiple interests, and so, since I clicked through to the full article, am I, and doubtless so are many other readers. Take home points -- different strokes for different folks, don't underestimate your audience, and don't be afraid to expand other people's understanding of your personal brand.
John Friesen - Posted on November 13, 2007
Thanks for a wonderful read! I'm 99% sure you're aware of it, but in the off chance you aren't, Joseph Heller wrote a brilliant book called "Aristotle Contemplating a Bust of Homer" after seeing the same-named painting.
Bernie Malonson - Posted on November 13, 2007
Similar to direct response advertising (which appeals to an audience of one) so does great art.

We are each a target market for a piece and it either appeals to us or it does not.

The same claim can be made for Nascar vs. the New York Philharmonic, or Danielle Steele vs. Tolstoy.

In all mediums, we are entering a one on one dialogue with the person(s) we desire a response from.
Rainer - Posted on November 13, 2007
I've never been much of an art person but these paintings, even through a computer screen, evoke some kind of an emotional response somewhere deep inside. You can see the craftsmanship and genius right through my monitor. I can only imagine what would happen if I stood right in front of them. Maybe it's time to slow down and 'smell the roses.'
Tim - Posted on November 13, 2007
It could be a Manet, Monet, Mona Lisa or a Paint By Number piece for all I care. It is my opinion, that most of the common blokes out there in the world have little understanding?and almost total disbelief why there is any interest in art that appears to be so static in nature...simply hanging on the walls of a museum.
Sure, you can call me unsophisticated and uneducated... I even flunked Art History in college. However, throw in some intrigue like art theft and Nazi Germany...Write a novel about the DaVinci Code?talk about price tags of $135 MILLION dollars?mention sperm on a dress (you weren?t talking about Monica Lewinsky, right?) ?and you have my attention!!
All of this may be nothing more than marketing hype and part of the overall business plan of museum directors from across the country. Nonetheless, I am intrigued by it all. Money does talk. But more importantly, I blame my Art History professor for not bringing to light the true value of these masterpieces! Shame on him?