More on Photography in the "New Economy"

It's amazing to see the discussions and input that has come back from the post the photographer who lost a bid to someone who came in at 80% under of what he did. Because there are so many, I'm sharing excerpts from the threads I did receive via e-mail. One thought I did have is educating these types of "photographers" on the true costs of business. When there not playing photographer on weekends, have them go to their real employers and tell them they will work for an 80% cut in pay and see if they can sustain the way they live and pay their bills. I'd call that "Teaching by Example."  I've used different fonts and text color to differentiate responses from each individual. Here are a few more thoughts...

"I just think the 20% bid doesn't really want to just make 20% of the job price...they like paying rent and eating well too. If they knew what to charge and they are just "hungry" then they would be a 70% right? If they are just starting out and trying to get their foot in the door they would be 70% too, right?  Find out who it is and help them or have John Harrington call them! They won't be 20% anymore."

Essential and highly recommended reading for anyone in the photography business! In reading this book on Business Practices for Photographers, by John Harrington, you'll have many ah ha moments. I have the First Edition which has been a great guide post.

John Harringtons book: http://www.best-business-practices.com/ 

"I think you are right-on in saying that new photographers have no idea what to charge.  Many want to get into the business so badly that they are willing to do the job at any cost, not realizing that that “cost” is often to their own businesses, careers and that of the entire industry.  We all need to look at the long-term, sustainable costs of operating a quality business.  The only way we can continue to do business (and therefore be there for our clients the following year) is to charge enough to pay our overhead, expand and stay in business long term. On both sides of the photo business we have to know when to say "no" to unreasonable client expecations, understand that we're in business and not just having fun behind the camera, and put in the significant amount of work it takes to be successful. A workshop instructor I know relayed that one of the students in a 3-hour seminar timidly raised her hand half-way through and said "This is HARD." He agreed with her. Those who don't put in the effort won't survive long, but that doesn't make it any easier to compete against the prices they charge because they don't know any better.  Invite the aspiring competition to join the association and get educated. I'm happy to compete on my vision, but not on price. I wish everyone else shared that attitude."

 "I've got 35 years in the biz under my belt, a sorta-MBA in the subject, some semesters of teaching business at the college level and a stint on the ASMP regional and national boards, so I've put a bit of thought into this, for what its worth....  I am sympathetic to your pain -- and the pain many suffer now in our industry. Sadly the cynical attitude expressed by your "small agency" client is truly a reality of the marketplace today. Trying to change the trends he describes is like standing in the surf and stop the tides. It just ain't gonna happen.

If that client who sent the semi-cranky email wants it cheap then OK either decide you can give him his price and still make a profit (and the lower quality/effort/experience he should accept as a consequence) or tell him to piss off and focus on doing exceptional work that really justifies a higher price for guys who have the dough. If you go the exceptional route you must be able to back it up. Look at the work that you aspire to among your peers and competitors. Are you better than them... really? Are you unique... really?

The fact is that most of us are not better or more unique. That is the truth of the bell curve -- not a reflection on anybody's value as a human being. If any of us can't pass that "really better" test then we'll have one hell of a time charging "really better" money. The alternative (for long term career success) is to respond to the REAL trend in media today and hone our particular skills in a sub-set of media production. Be the best damn gaffer, or set designer, or whatever. Point is media is now a TEAM effort (to produce stills, video, etc) and we all need to learn to be not lone wolfs (as any photographers are stuck on being) but team players. That can be relay fun and rewarding, too."

"In any industry, price competition can be brutal. Again we need to focus on value provided and our unique strengths or competitive advantage in the industry. We must be able to differentiate ourselves from the competition through some mix of values; experience, skills, people skills, knowledge, vision, composition, dependability, problem solving skills, retouching, production saavy...whatever it is that makes us unique."

"I just got the March 2011 issue of PDN and I’m reading the Q&A with the Executive Director of Rights & Permissions for Conde Nast. It’s very interesting and gives more insight into this subject. This is obviously NOT just about small agencies.

He says that they have had the right in their contracts since 1995 to re-use assignment images and outtakes digitally and they “expect to be able to use the images in all iterations of the magazine.” But then he goes on to say that isn’t true when they use stock images, because “stock providers are dictating the terms.”

He further says that “The digital editions are really a new [form of] distribution. It’s not a new product. We don’t pay additionally if we start distributing to ten additional newsstands.” Now isn’t that interesting?

So if the iPad edition of Wired magazine isn’t a new product, then why does a subscriber to the print edition have to pay an additional fee for the iPad version of the same issue? And why does a person have to buy each iPad issue individually at full newsstand price and not be able to buy an annual subscription, like they can for the print edition? Inquiring minds want to know!" 

Another response from a photographer who offered feedback on the AD's treatise:

"I'm callin' BS on this guy:There always has been, and always will be, someone who will do the job for less.  This is one of the most tired lines out there.  Presumably the old way of doing things was demanding reasonable payment and that just won't fly in this "new" economy.
I've just told you all the reasons why I don't think your work is worth what you're asking but I really like your work so I'm hoping that the next time I ask you for a quote you'll low ball your own bid and I can get a good job really cheap.My insight is that you charge too much money for your work.  I'm glad I could share it with you.  We'd give you more work if you charged less.



Does anyone really believe that this person is describing the new economy, the new business paradigm?  If the new economy means letting the client decide how much you charge for your work then we will all have to learn to survive without profits.  This is not a new business model, it's just doing business badly."

Finally, a response from a good friend who's thoughts I value greatly:

"Interesting read. Sorry but the way we learned the craft is dead. The way we use the craft is our best tool. Because of digital I'm getting the best $ return so far. I love that everyone can be in the foray. The good art directors know this. Film is dead. My secrets are now a filter on photoshop. Anyone can shoot at a quality level in a week what took me years to do. Do they have my eye? My experience? My artistic point of view? The ability to put out a consistent and usable product? Probably not..."

 

All of us as working professionals have had to rethink how we need to do business. Not always a bad thing. The only thing that's constant is change. Without change there is no growth. I hope this post gets each and every one thinking of how can educate out client/consumer to the value of what we know and have learned along the way, which makes us the best choice for the assignments out there.

Keep Following The Light!