Posted on April 22, 2023March 5, 2024 by Dale Phillips The Luthier’s Library The Luthier’s Library by Fred Battershell Originally published in Guild of American Luthiers Quarterly, Volume 3, #5 & #6, 1975 The Successful Craftsman — Making Your Craft Your Business by Alex Bealer Published by Barre Publishing Distributed by Crown Publishers, New York 288 pp. $9.95 Here is a book that promises a great deal and delivers nothing of lasting value; and in so doing, manages to betray it’s author’s profession: advertising. Yes, fellow luthiers, here is ad executive Alex Bealer telling you how to gain fame and fortune from your chosen craft. The blurb on the inside jacket cover of this book modestly advises the reader that this book... “answers some very tough questions facing the artist/merchant.” Questions such as how to find suppliers, how to market your product, how to price your wares, and where to work are alleged to be answered completely in this book. They are not. Like so much of the products produced by the advertising industry, this book is actually a systematic collection of half-truths and some very half-answers. Become A Member to Continue Reading This Article This article is part of our premium web content offered to Guild members. To view this and other web articles, join the Guild of American Luthiers. Members also receive 4 annual issues of American Lutherie and get discounts on products. For details, visit the membership page. If you are already a member, login for access or contact us to setup your account.
