“…the only important thing about this art, as any art, is the art itself. Not its monetary value, not its social prestige, not its public relations leverage, not the artists themselves, and not the fact that you collected them first. The only thing that counts – the only prize in the game – is who ends up with the paintings.“
–Eugene M. Schwartz
This is an authorized reprinting of a booklet written in 1970 by Eugene M. Schwartz (1927-1995); the original followed a lecture that he delivered at the New York Cultural Center. Schwartz, an advertising copywriter and author of several successful books on advertising, also assembled with his wife Barbara one of the leading collections of contemporary art in the United States at the time. They generously donated hundreds of important works from their collection to various institutions around the country.