The Art Matters Catalog was initiated in 1994 to sustain and potentially expand the foundation’s grant-making activities. The catalogue was funded in its startup solely from Art Matters’ endowment with the goal of supporting artists in two ways: by advertising and selling the products of artists working in the marketplace, and by using profits to provide fellowships. The first Art Matters Catalog was published in fall 1995, the second in the spring of 1996. Both catalogues far surpassed the projections of experts in the industry, exceeding projected sales for Fall 1995 by 20 percent, grossing over $1.2 million and achieving higher average orders than comparable catalogues like The Metropolitan Museum and The Museum of Modern Art. The 1995 Catalog also received first place in the Consumer Catalogue division from the prestigious John Caples International Award, one of the highest achievements possible in the direct marketing industry. The Art Matters Catalog was also widely covered in the media, from feature articles in TIME Magazine, Newsweek, and The New York Times to over fifty design and shelter magazines. The call for entrepreneurial activity from the non-profit arts community had found a fitting example in this project. Before the Catalog became self-sustaining, however, it reached a point where additional investments funds were required. Despite an energetic search for investors, none were forthcoming.