Though photography's prices in comparison to other media lags its increased visibility in museum exhibitions has done much to give exposure and drive demand. Photography is increasingly being collected internationally and while some photographers, like Cindy Sherman and Andreas Gursky have moved into the description of "artist" from "photographer" most still remain with the latter label. Photography remains relatively easy to acquire- even for big names, but an ArtTactic survey published in early December revealed that "confidence in the modern and contemporary photography market is up by 9.2% since May, with the biggest increase in confidence at top end of the market, for photos priced over $100,000. Some 92% of experts surveyed thought that prices for modern photography are likely to rise in the next six months, while 34% thought that prices in contemporary photography would go up and 66% thought they would remain at current levels" (Cathryn Tully, Forbes).
Dedicated collectors may care more for the content of the work than its value, but monetary measurement is validation, and where the media itself is concerned this validation is important to history. Photography is no newcomer to the art world, and yet we have to ask if its disparate difference in value as compared to other media is starting to meet its end. Photography may be considered the oldest "new media;" is it now beginning to move into more traditional cannon where "investors" are concerned? Are we at a turning point in the media's history, and will it be recognized to be as weighty and valid an art form by all and not just some. True collectors know the answer to this is an inevitable yes; what this article touches on is that remaining rest are beginning to come around.
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