IN THE BEGINNING.......
Twenty years ago, Nancy and Bruce McGaw fell in love with the fine art poster and the possibility of offering great art at great value to a wide audience. Out of that vision, the two started a modest poster distribution business from their Brooklyn Heights, New York, apartment. "Bruce would call on galleries in the tri-state New York area, and I would hit the phones. At day's end we would see who brought in the most business," says Nancy McGaw, co-founder of Bruce McGaw Graphics. "Soon we published our first 16-page catalogue with an 800 number, and immediately started serving a national customer base. That was when our business really started to take off." And take off they did. In the early 80s as the entire poster market began to grow substantially, Bruce McGaw Graphics soon became the recognized market leader, and now sells millions of prints and posters annually in over 60 countries.
THE MCGAW GROUP
Known as Bruce McGaw Graphics in North America, and King & McGaw in the U.K. and Europe, the company is now collectively known as The McGaw Group. The McGaw Group has discovered and published a significant number of the industry's leading artists, as well as publishing for many of the world's major museums. With world headquarters in West Nyack, New York, 45 minutes north of Manhattan, The McGaw Group has subsidiaries in England, France and Canada, with 140 employees worldwide. Over the years, The McGaw Group has continually set the benchmark, producing numerous catalogues which have created a creative context for the industry and altered fine art marketing year after year. This edition of The McGaw Group Catalogue & CD-ROM clearly surpasses all previous catalogues in its comprehensive collections, organization, visual scope, innovative new publishing, exclusive representation, and presentation of vital information. With this catalogue release, The McGaw Group continues to manifest the vision first proposed twenty years ago, and guiding principle for the company's mission statement: To fill the world with great art at great value.
THE MCGAW GROUP MISSION STATEMENT
1. To fill the world with great art at great value.
2. To increase the level of awareness, appreciation and consumption of art throughout the world.
3. To serve the customer with trust, knowledge, respect and enthusiasm so that their expectations and needs
are always met and frequently exceeded.
4. To have constant and never-ending improvements in all areas of our business: "The best gets better."
5. To build financial strength so that we can manifest our mission.
6. To empower the people who work for The McGaw Group as individuals and team members to make a
difference to the customers, company and each other, in an environment of mutual trust and open
communication, so that their abilities are utilized, their potential manifested, their contributions
acknowledged, and their diversity celebrated.
PRODUCING THE CATALOGUE & CD-ROM
The McGaw Group's world headquarters in West Nyack, New York, was the destination for nearly 40,000 images reviewed by an exacting Acquisitions and Publishing team, to eventually arrive at over 4000 images with which the catalogue begins, including over 2000 entirely new prints and posters. In consideration of their truly global market, directors for Bruce McGaw Graphics-Canada, France, and King & McGaw in England participated vigorously in the 12-month selection and categorization process. Representing the best images from more than 150 leading publishers and major museums from around the world, this edition of the catalogue serves diverse worldwide markets, with the attention to detail each one deserves.
The initial challenge was to produce a catalogue which would surpass the exacting standards Bruce McGaw Graphics has become widely recognized for, maintaining what worked well from the past 20 years and improving whatever was necessary to create an even more purposeful resource. In consideration of the need for diverse imagery by today's sophisticated and eclectic art buyers, as well as the vast number of published images currently available worldwide, two goals became immediately apparent. First, to increase the overall number of images catalogued without increasing the overall size of the catalogue and secondly, to reorganize the catalogue to effectively present entire collections defined by artist, category and subject. The finished catalogue accomplishes both goals brilliantly. Here's how.
To begin with, the overall 4000 image collection is divided into broad categories defined as Museum,
Traditional, Decorative/Contemporary, and Special Collections which are primarily subject-oriented. Within
each broad categorization, the printed catalogue is then divided into 25 defined subject and style sections,
while the CD-ROM specifies over 350 similar definitions. Within each category, the new larger format page
presents collections of images which have common elements including artist, subject, palette, size, and style.
Images available in more than one size are referenced accordingly and related images are annotated by page
number. All ordering information is then clearly listed for the entire collection, allowing for a cleaner
presentation of the all-important visual imagery. Of course, the 1625 Bruce McGaw Graphics and King &
McGaw publications are highlighted throughout the catalogue by their logo.
POSTER ORIGINALS, LTD. BECOMES PART OF THE MCGAW GROUP
Poster Originals, Ltd. images, now available from Bruce McGaw Graphics, are catalogued here in a new expanded and reorganized format for the first time. As you may know, Poster Originals, Ltd.was founded in 1965 with the intention of introducing the American public to the fine art poster, defined as an announcement of a one-person show, museum exhibition or cultural event. Poster Originals, Ltd. provided creative leadership in widespread understanding of the fine art poster and development of the overall poster market. POL has been recognized for many years as the definitive 20th Century poster collection, comprised of important American and European images by principal artists from the 1960s, 70s, 80s, and 90s.
As a new division of Bruce McGaw Graphics, the company intends to further Poster Originals, Ltd.'s original mission by broadening awareness and audiences for these exceptional 20th Century images, as well as building on the POL foundation to create a new paradigm in fine art museum publishing. The McGaw Group thoroughly supports the principle, introduced by POL over 30 years ago, of presenting the fine art poster as an affordable art form in its own right. With POL images as a cornerstone, the entire Museum collection introduced here is designed with the integrity in selection, design and production consistent with Poster Originals, Ltd., an identity respected by major artists, galleries and museums for many years.
SPECIAL ANNOUNCEMENT: THE MUSEUM OF MODERN ART, NEW YORK
One of the hallmarks of POL's collection over the years has been an exclusive relationship with The Museum of Modern Art, New York. Bruce McGaw Graphics continues the tradition of that exclusive representation, distinguished as a separate category within the broad museum range. Exceptional posters from MoMA exhibitions by Dali, Hopper, Johns, Kandinsky, Klee, Lichtenstein, Magritte, Matisse, Miro, Mondrian, Picasso, Rousseau, and Frank Lloyd Wright are included here, as well as the image perhaps most often associated with the museum, Vincent van Gogh's The Starry Night. Billboard posters from the museum, larger than any usual oversized format, are also included in this extraordinary representation.
MUSEUM STORE & PETITE FORMAT PRINTS
The McGaw Group's stated mission "to fill the world with great art at great value" is explicitly realized in the Museum Store range of Petite Format prints, an extensive 450 image line of 11x14" prints representing a special market niche. Museum images from prestigious collections include Paul Cezanne images from the renowned retrospective at the Tate Gallery in London and the Philadelphia Museum of Art, portraits by Pablo Picasso from The Museum of Modern Art, New York, as well as Impressionist, Pre-Raphaelite, Old and Modern Masters. Contemporary work encompasses a diverse range of styles and artists, including best-selling landscape artist Diane Romanello, nature and wildlife photographer Art Wolfe, timeless moments in childhood by photographer Betsy Cameron and fanciful illustrator Stephen Mackey, and classic black and white images by a variety of vintage photographers. Petite Format images represent high quality imagery at an extremely affordable price point, and are available either as print only or matted print; both may be ordered packaged, ready for immediate merchandising.
PREDICTING INDUSTRY TRENDS
Widespread consensus suggests that the Bruce McGaw Graphics' catalogue serves as both a comprehensive ordering reference and, also, a most effective instrument representing both established industry trends and innovative new markets. The catalogue's current edition delivers a clear message in both arenas. Certainly Museum imagery continues to inspire a challenging world market and, consequently, the catalogue begins with over 1015 of the finest prints and posters from both major museums and revered collections. Traditional imagery enlivens a broad range of crossover markets extending from custom framing to home furnishing design and accessory markets. Special emphasis is concentrated on Transitional work, decorative imagery influenced by the work of earlier artists and civilizations, yet rendered with a contemporary rationale regarding palette, texture, style and theme. Consequently, the Traditional collection is significantly expanded to include images as eclectic as the audience.
As the turn of the century approaches, often a nostalgia for significant attitudes and influential design periods of the previous century appears, which perhaps explains the current fascination with Vintage Posters by the original French masters of graphic design: Toulouse-Lautrec, Steinlen, and Jules Cheret. The Vintage Poster collection premiering here introduces a masterful array of travel and advertising posters from Europe and America, also heralding the reprise of text as a decorative element. And many of the earliest posters published by Poster Originals, Ltd. nearly 30 years ago reflect the exhilarating 1960s art exhibit poster market, mirroring a "retrospective" consciousness in the 1990s design for home and fashion markets. Equally exciting as a new and innovative design statement is the use of black and white fine art photography. Bold graphic elements of the new architectural series and the richly subdued quality of interiors and natural flora echo the mood and palette of Minimalist decorating. Both collections represent a commitment to creating a range of truly innovative imagery which answers evolving design trends with the intention of fulfilling another aspect of The McGaw Group's mission "to increase the level of awareness, appreciation and consumption of art throughout the world."
DISPLAY SYSTEMS & MERCHANDISING PROGRAMS
Consistent with their vision to continually improve both the market and the ways in which Bruce McGaw Graphics serves the industry, the company has designed several Display Systems and complementary merchandising programs to solve the various challenges of retail display. Print and poster display systems designed exclusively by Bruce McGaw Graphics effectively display more images in less square footage than any other display. Component print and poster systems include bins, sleeves, dividers and are available in several distinctive styles and finishes: from classic hardwoods and laminates to speckled-tone surfaces and sleek shapes well-suited for sophisticated gallery interiors. In addition, efficient dedicated fixturing for Museum Store, Poster Pack and Petite Format programs has also been designed. And all exclusive displays are FREE with appropriate orders of Bruce McGaw Graphics' publications.
THE MCGAW FOUNDATION
The McGaw Foundation is an art industry endeavor committed to AIDS prevention, care and cure. Established by Nancy and Bruce McGaw in 1992, The McGaw Foundation is a non-profit organization which generates funding through its Publishing Program, art industry fundraising events, personal and corporate contributions. Images published for The McGaw Foundation are generously contributed by the artist, publisher, and distributors involved; consequently, ALL wholesale receipts from the sale of these life-affirming images benefit non-profit agencies dedicated to serving people of all ages living with the challenges of AIDS. Organizations funded by The McGaw Foundation are characteristically grassroots in nature, and several have provided the early model in care for others to emulate nationwide. The McGaw Foundation disbursed $100,000 in 1996 to 20 qualified non-profit organizations representing innovative programs in New York, California, Washington, Pennsylvania, New Mexico, Michigan and Massachusetts. Disbursements have totaled more than $200,000 over a three year period. For more information, refer to THE MCGAW FOUNDATION, or call 800-221-4813 or 914-353-8600.
NEW CD-ROM - A BENCHMARK IN CREATIVE TECHNOLOGY
"The best gets better" is a phrase associated with Bruce McGaw Graphics over the years, part of the stated mission "to have constant and never-ending improvements in all business areas." The McGaw Group Catalogue & CD-ROM truly represents a new benchmark in fine art print and poster cataloguing. Printed catalogues are essential to the marketing of fine art and remain the best equivalent representation of the finished printed image, yet new technologies offer more information, defined by specific parameters, to serve diverse markets even more efficiently.
Consequently, when beginning to design this edition of The McGaw Group Catalogue, the team recognized its responsibility as the industry leader to develop the companion CD-ROM. A dynamic Image Search is the heart which drives The McGaw Group's CD-ROM, allowing the user to search the complete 4000 image visual archive through an individually designed and unique viewing criteria. Search parameters which may be continually refined include Category/Style, Artist, Size, Color Palette, Original Medium and Subject to narrow the selection to an appropriate range of images. Entire collections may be designed regardless of where images appear in the printed book, involving any or all of the search parameters, and then saved to a separate Slide Show for future viewing. The possibilities created are virtually endless.
WHAT COMES NEXT FOR THE MCGAW GROUP TEAM...... Of course, the catalogue and CD-ROM would not be a complete fine art resource without the long-standing traditions of customer communication, knowledgeable service, and complete satisfaction identified with The McGaw Group worldwide. Nancy and Bruce McGaw have always felt that the key to a successful business is building and motivating a skilled and inspired team of employees. The McGaw Group boasts over 140 talented employees worldwide with a single vision of providing exceptional service to a broad array of customers. True to the spirit of their mission statement, the people of The McGaw Group care. They care about the customer, about the well being of the business and one another. The McGaw Group is as interested in the success of the customer as that of the company, recognizing the value of building a sound partnership.
Designing images and programs which set standards for the worldwide market, yet are specific to the demands of each individual one, The McGaw Group's intention is "to serve the customer with trust, respect and enthusiasm so that their expectations are always met and frequently exceeded." Art galleries, custom and contract framers, museum stores, gift and stationery market buyers, designers, consultants, print and poster shops, home furnishings and accessory specifiers....the needs of each and all aspects of a diverse array of design and sales professionals have been carefully considered in the design and production of The McGaw Group Catalogue & CD-ROM....recognized around the world as the one absolutely essential fine art resource.