A new model for the new Internet model?

For the first five years, the Jen Bekman Gallery, near the Bowery, lost money — and Bekman didn't have much to lose. She drained her 401(k), and racked up debt on her credit cards. Sometimes she slept in her mom's living room so she could sublet her apartment. Last year, when she couldn't pay the electric bill, the gallery's lights were cut off.

But Bekman stubbornly clung her basic idea: "There are a lot of people out there who want to sell their art, and a lot of people who'd like to buy it," Her job was to introduce the emerging artists to the emerging collectors.

An Internet person, she did Internet things. She blogged (personism.com). She started an open-to-all-comers on-line competition called "Hey, Hot Shot!" (heyhotshot.com) — one that gave the winner a shot at a gallery show, in Bekman's bona-fide New York gallery. (This is not the kind of thing that regular galleries do.)

Last year, she got the idea for 20x200. IM-ing each other, a few of her Internet friends put together a clean, cool Web site for what little Bekman could afford. It went live in September — and soon after, broke even. Sometimes 20x200 editions sell out within a week, or even days.

About half the purchases, Bekman says proudly, are from repeat customers some of whom grow brave enough to spend more than $20. And the site's success has spilled over, attracting new collectors to Bekman's traditional gallery.

Bekman, who once couldn't get an Internet job, has become a star in the digital universe. At South By Southwest this month, her old Internet friends bestowed on her the coolest adjective in their lexicon: "Disruptive." Her Web site, they said, is changing the way the art world works.

And that's impressed the art world, where once she was an outsider. For Christmas, a Museum of Modern Art curator bought 20x200 Christmas presents for his staff. American Photo Magazine named her its Innovator of the Year. And this month, she's mentioned in both Wired and Redbook — surely the first time anyone has appeared simultaneously in those magazines.

Read more about Jen Bekman and her radical website 20x200 in this terrific article by Lisa Gray.