Susan Carr - The ASMP Guide to New Markets in Photography

Copyright 2012 American Society of Media Photographers (ASMP)

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Published by Allworth Press, an imprint of Skyhorse Publishing, Inc. 307 West 36th Street, 11th Floor, New York, NY 10018.

Allworth Press is a registered trademark of Skyhorse Publishing, Inc., a Delaware corporation.

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Cover and interior design by
The Grillo Group, Chicago

Page composition/typography by
The Grillo Group, Chicago

Cover photograph by
Michael Cooper

Library of Congress Cataloging-in-Publication Data is available on file.

ISBN: 978-1-58115-921-9

Printed in the United States of America

EDITED BY SUSAN CARR

BY SUSAN CARR

PART 1:
MOVING OUT OF AN
ERA OF CONFLICT

CHAPTER 1:
WHERE ARE THE CLIENTS?
BY SUSAN CARR

This opening chapter asks the questions nagging on the minds of most independent photographers: Where did those clients go? Is it something I did or did the market change seemingly overnight? The explanations offer insights for moving forward.

CHAPTER 2:
VISUAL COMMUNICATIONS
IN THE NEW ECONOMY
BY TOM KENNEDY

Emphasizing how independent content creators are facing both challenges and opportunities, this chapter discusses the dramatic change in the media landscape, including the importance of how media is consumed today, the growing role of the amateur, and where the professional fits into the picture.

CHAPTER 3:
THE ROLE OF TECHNOLOGY
BY PETER KROGH

Watching technology and learning how to analyze its impact on your business decisions plays a key role in building a successful career.
This chapter provides future technology trends and products to watch as well as tips for honing your trend-watching skills.

CHAPTER 4:
THE ONGOING TUG OF WAR BETWEEN COPYRIGHT LAW AND TECHNOLOGY
BY RICHARD DALE KELLY

This chapter discusses the struggles that photographers face protecting the copyrights to their work when innovative developments constantly make the task a moving target.

CHAPTER 5:
WHERE ARE THE SOLUTIONS THAT
CREATE COMPENSATION?
BY RICHARD DALE KELLY

Visual content producers must have an understanding of how to monetize imagery or services as the key to building a sustainable career as a photographer. This chapter will cover licensing and business contracts and explain how the independent creator can utilize both to find success.

PART II:
THE PROCESS OF BUILDING
A MANAGEABLE SOLUTION

CHAPTER 6:
YOUR FIRST STEP
BY JUDY HERRMANN

Articulating your vision for your career is a crucial first step to achieving it. This chapter provides exercises that will help you define success on your own terms, set and implement goals, and start building a creatively and financially satisfying career.

CHAPTER 7:
YOUR ROAD MAP
BY JUDY HERRMANN

A step-by-step guide to building a working business plan that will help you assess the viability of your goals and ideas, make adjustments before youve invested too much time or money, and move your career forward with confidence.

CHAPTER 8:
BRANDING YOUR BUSINESS
BY COLLEEN WAINWRIGHT

This chapter explains what branding means in the modern marketplace, how it relates to your specific career goals, and how you can establish a strong, memorable brand in our social media-rich culture.

CHAPTER 9:
MARKETING TODAY
BY COLLEEN WAINWRIGHT

What does marketing entail in the new online economy? This chapter illustrates how to integrate marketing into every aspect of your business and use contemporary tools to get your message heard.

CHAPTER 10:
SELLING IN THE NEW ECONOMY
BY BLAKE DISCHER

Your business cant survive without sales. This chapter helps you identify your competitive advantage and provides a wide range of tools and tips for honing and refining your sales technique.

CHAPTER 11:
CHANGING YOUR COURSE
BY JUDY HERRMANN

Your continued success hinges on managing change effectively. This chapter shows you how to anticipate, prepare for and adapt to the different types of changes you will encounter throughout your career.

PART III:
CASE STUDIES FOR
THE NEW ECONOMY

This final section of the book is comprised of more than thirty interviews with working visual imaging professionals. The chapters indicate the dominant approach used by each photographer adapting to the changes in our industry.

CHAPTER 12:
NEW PRODUCTS AND SERVICES
BY BARRY SCHWARTZ

The photographers featured in this chapter expanded by adding new products or services to their business.

CHAPTER 13:
MARKETING AND SALES FOCUS
BY BARRY SCHWARTZ

This chapter highlights interviews with photographers who are focusing on new and traditional marketing to adapt and grow in this new economy.

CHAPTER 14:
NEW BUSINESS/PHOTOGRAPHER IDENTITY
BY BARRY SCHWARTZ

These interviews highlight photographers who are changing their business and/or photographer identity as a way to respond to the changed industry conditions.

BY SUSAN CARR

This book has been made possible by a generous grant from the ASMP Foundation.

The American Society of Media Photographers, Inc. ( ASMP) is built on a foundation of information, education, and advocacy for working imaging professionals. This book, ASMPs Guide to New Markets in Photography, is a part of our effort to create awareness of new and emerging opportunities within the rapidly evolving workspace.

Sincerely,

Eugene H. Mopsik

ASMP Executive Director

We wish to thank the following people for their contributions:

Editor and

Contributing Author

Susan Carr

Contributing Authors

Blake Discher

Judy Herrmann

Richard Dale Kelly

Tom Kennedy

Peter Krogh

Barry Schwartz

Colleen Wainwright

Visual Artists

Interviewed for
the Book.

Timothy Archibald

Teri Campbell

Elizabeth Carmel

James Cavanaugh

Grace Chon

Jenna Close

Wayne DeSelle

Clark Dever

Rebecca Drobis

Robert Durell

Andrew Eccles

Melissa Golden

Lynn Goldsmith

Mark Green

Betsy Hansen

Chris Hollo

Chase Jarvis

Walt Jones

Mark Katzman

Amanda Koster

Claudia Kunin

Spenser Lowell

Ed McDonald

Matthew Millman

Gail Mooney

Ethan Pines

Vanie Poyey