The following is an actual listing on an online auction site that shall remain nameless, although it rhymes with me-say. Anyway, the following posting under “art for sale” is reprinted here without any alteration:

(TITLE) “RARE 1950 Matisse Original Lithograph Signed ZULMA Fr”

(DESCRIPTION) “Artist: Henri Matisse (French, 1869-1954)

Title: Zulma, 1950 Medium: Authentic Color lithograph after a cut-out and gouache
Publisher: Teriade with lithography by Mourlot
Signature: This lithograph is signed and dated in the plate, lower right. As issued.
Dimensions: This lithograph is framed in a solid wood framed and measures c. 17 x 23 inches.
You Can Own this incredible Lithograph for much less than you would find it for in the gallery. If you are a Henri Matisse fan - then please don’t miss out. THIS IS NOT A REPRINT, POSTER OR AN OFFSET BUT AN ORIGINAL COLOR LITHOGRAPH AFTER A CUT OUT AND GOUACHE.
You will receive a copy of the original justification page for this suite, showing publisher, year published… Authenticity 100 percent guaranteed.” (end of description)

This is an excellent example of a real piece that may or may not be what it seems. Yes, it is a print by Matisse, according to the dealer. But what about it’s rarity, as stated in the title? To begin with, it’s a lithograph, not an original. There is no such thing as an original lithograph because it is a copy of something that was an original at one time. The fact that the description states it was made “after a cut out and gouache” proves my point. That was the first state or original artwork, most probably made from cut-outs of paper and paint, in this case gouache.

Did you also notice it was “signed in the plate?” That means that it was not signed by the artist, other than on the gouache artwork it was reproduced from. So, how can they say that it is not a reprint? Of course it is. We also have no idea how many 1000’s of other lithographs were made. So much for a rare Matisse. The “buy-it-now” cost is $499. I guess that the nice frame maybe worth most of the price. Finally, a large part of the remaining page talks about the printing process and the artist.

What have you learned form this example? Perhaps that all is not as it seems. Beware of copy that is full of terms like, “rare, original, and signed in the plate.” Also watch for out for very low prices and a total lack of paperwork in some instances. That’s not to say there aren’t terrific deals online, but you need to do your due diligence and research first so that you don’t get taken to the cleaners. I’ll have other examples in future articles, but for now, class dismissed.

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for nearly 25 years.
He graduated from Pratt Institute with a BFA in Advertising and has a Master’s Degree in teaching. He had his own advertising agency in Scottsdale, Arizona and ran a consulting and design firm, ABC Advertising. He has authored 6 books and a novel, “Pursuit of the
Phoenix.” His latest book is, “Inside the Yellow Pages” which can be seen at his website, http://www.poweradbook.com Currently, he is the Marketing Director for http://www.thenurseschoice.com a Health Information and Doctor Referral site.