The Viability of the Internet as a Selling Tool for Contemporary Art

This thesis analyzes how offline U.S.-based galleries, artists and auction houses operating in the field of contemporary art are using the Internet as a tool to sell art. By highlighting the benefits and limitations of the Web in the context of the traditional art market, it assesses whether the Internet is currently a viable selling tool for contemporary art. Finally, in light of this analysis, this essay advances suggestions as to how art market players can further incorporate online elements in their traditional offline business.