I recently noticed a vendor press release about Wild Apple Graphics’ purchase of a digital press and thought our readers would be interested in how digital plays in the art world. I found it interesting that the company chose a non-mainstream digital press and wondered what the criteria driving the decision were. Jim Chadwick, Director of Technical Services, shared some good information.

First, about the company. Wild Apple Graphics, located in Woodstock, Vermont, is an art publisher and licenser to the trade with annual revenues over $4 million and 30 employees. Since 1989, they have been discovering new artists, such as Warren Kimble, producing the prints and selling them to retail framers, who then sell the finished "ready to hang" prints to national and regional retail chains (like Bed Bath & Beyond and Target), as well as to furniture stores, the hospitality industry and others. From these sales, Wild Apple pays artists a royalty on sales of posters of their artwork, similar to the relationship between an author and a book publisher.

The other side of Wild Apple's business is art licensing. They act as agent for artists to place their imagery with a wide variety of manufacturers, from dinnerware to rugs, wallpaper to paper napkins. Manufacturers pay a royalty on their sales, which is split between the artist and Wild Apple.