The Business of Photography

If you want to be a professional photographer who makes money practicing your passion, you need to become as adept at the business of photography as you are at taking photographs. No client will ever offer to increase their rates for you. You must understand the value that your photographs are contributing to the client and set your license fees accordingly.

The more professional you present yourself and your business, the more respected you will be by your clients. Photo Editors and Art Directors are expected to keep their costs to a minimum, which means paying you as little as they can convince you to accept. Make sure you understand the intended use(s) and outlet(s) for your photographs.

There are several professional organizations that offer mentor programs and that have message boards and regional group meetings where you can get advice from more experienced professionals. Consider joining Editorial Photographers (EP), American Society of Media Photographers (ASMP), Advertising Photographers of America (APA), National Press Photographers Association (NPPA), or Professional Photographers of America (PPA).

There are also several excellent books on the business of photography. The ASMP has a great reference book on contracts, negotiating, and how to write professional letters, etc. John Harrington released the best book on the business of photography that I have ever read – Best Business Practices for Photogaphers. There are also books on copyright law, legal contracts and much more.

Some salient advice I can offer to anyone interested in photography, even as a part time business. Stay clear of Royalty Free licensing of your photographs. You will put money in the pocket of the stock agency. The client licensing those RF photographs will make thousands to millions of dollars off the use of your photographs. Why should you only make $1?

Think about the Photo Editor or Art Director licensing that RF image. Do they make a salary? Do they have a retirement plan or 401K? Should you expect any less for yourself? Do they have a health insurance plan? Can they afford to buy a car or house? Could you afford to have those things by licensing your photographs for $1 a piece? If your photographs are good, clients will want to use them. Understand your own cost of living and cost of doing business. Make sure that the license fees you get will permit you to afford those things.

It is a better investment to spend time looking for higher paying assignments than spending time taking and processing photographs for a low paying client. The more time you spend on low paying clients, the more time it will take you to find higher paying ones. Avoiding low paying clients will also send a message that they should raise their rates if they want to attract good photographers.

If you want to know the value of your photograph to a client, create an account at one of the major rights managed stock photography agencies like Getty and price out one of their photographs for the same use as your client is asking of you. It may be as little as $100. It may be as high as tens of thousands of dollars.

Educate yourself on the business of photography. No one else will look out for your business. You must look out for yourself. Get smart about the business and what value your photographs add to your client’s project. The time spent educating yourself will pay for itself right away.

Author: Walter Rowe | Category: Business | Comments(0) March 2007