Bonhams online: when marketing works

The season of online auctions for the larger auction houses seemed to have passed. Gooding abandoned this method in June, now using it only for automobilia. RM not only decided to make these sales increasingly rare (in the first half of the year it had 6, in the second just 3), but it’s also placing fewer and fewer important cars there – at their last sale they took home less than $1.4 million in total sales, the equivalent of a single lot in Monterey.