ASSIGNMENTS FOR 2003
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2003 is just around the corner. The digital era is upon us, and we are in control. Part of that control comes in the form of electronic communications via satellite and telephone lines. With quick information, we are able to capitalize on many photo-marketing opportunities that would have escaped us in the past.
Photography technology is outdoing itself. But don't let all the bells and whistles distract you. The actors, props, and setting may be different, but it's still the same show.
When it comes to getting pictures published, it still takes creative ability -- and that takes talent. But it will take more than talent in the coming years to consistently receive checks from publications, and see your credit line in national circulation. That takes marketing know-how.
The Law of Probability is on your side if you direct your marketing efforts toward specialized magazines and book publishers listed on the Web -- markets that want photos in the subject areas that you like to photograph in. Check for these specialized publishing houses by using a search engine such as Google.
Don't be tempted to be "all things to all editors." This is usually the first mistake the fledging photo illustrator makes. Photobuyers recognize that one photographer can't be that versatile. The editor would prefer to work with a photographer who already knows something about the interest area of her magazine. Her primary concern is her readers and advertisers.
Now that the Internet is available to you, you can break down your specialization(s) to precise specifics. Instead of using Outdoor Recreation, use Softball; Aviation, use SpitFire; Medicine, use Epilepsy; Education, use VoTech. These categories and hundreds of others are all listed by classification on the Web.
Select certain publications in your interest area(s), and on your deluxe stationery, request their "Photographer's Guidelines."
Many of the specialized markets work with a monthly photography budget ranging from $1,000 to $10,000. Others spend $40,000 on photos (per month -- not per year). If you zero in on just 10 specialized markets, you will have, as they say in the marketing field, "found your corner of the market." The editors will consider you an important resource to them, and once you have sold a few pictures to an editor, he or she will be interested (because you are an expert in their field) in sending assignments your way.
If you consider your photo marketing only a spare-time endeavor, you'll still be able to handle assignments at your vacation time, as well as weekends.
Turn over a new leaf in 2003. Prepare yourself for actual assignments by giving yourself some practice assignments this coming year. You can do this by taking a typical photo story in one of your targeted publications as a blueprint, and duplicating the photos as to content, style, lighting, time of day, etc.
Refer to freelance photography handbooks in our bookstore >www.photosourcefolio.com/books< for guides on how to price yourself for your day rate. Since each publication you work with will accept a different 'day rate' based on such considerations as its circulation, advertising revenue, and size, you'll find workable day rates range from $350 a day to $1,000 a day.
In addition to the base 'day rate' fee, it is acceptable to submit a statement for expenses like the following: Mileage (30 cents per mile outside your general metropolitan area); Car Rental, Plane, Train; Meals; Fax and Phone; Lodging. Photographic expenses: Processing, Scanning, Renting of special equipment which a photographer would not normally have available. Props; Model Fees; Location Charges [such as Rent]; Mailing and/or UPS charges; Messengers, Porters, Guards. Be sure to keep your receipts and staple them to your statement.
Will 2003 be your "Year of Assignments?"
Rohn Engh is director of PhotoSource International and publisher of PhotoStockNotes. Pine Lake Farm, 1910 35th Road, Osceola, WI 54020 USA E-mail: info@photosource.com Fax: 1 715 248 7394
Web site: www.photosource.com
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