The book as democratic art object: a study of Tara Books’ alternative publishing model

Art book publishing, particularly artists’ books and fine press titles, are often catered to a high-end niche market, namely in terms of their positioning in the marketplace and pricing. Maintaining high levels of quality production and content while keeping prices accessible is often seen as an improbable balance. Formal distribution channels often do not include these titles in their offering. Through a combination of innovative production techniques, multiple distribution channels on a global-scale, and strategic product positioning, it is possible for fine press titles to sell alongside offset-printed art books, making the art book object available to a wider audience. Treating the book as a democratic art object, Tara Books (based in South India) has successfully been producing exquisite and accessible art books objects for the past fifteen years. This study considers Tara Books’ alternative publishing model through a marketing lens to present their unlikely positioning and success.