The ASMP Guide to New Markets in Photography

The ASMP Guide to New Markets in Photography

by Susan Carr

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The ASMP Guide to New Markets in Photography by Susan Carr

As a result of changes in technology and the economy, every successful photography career today is unique, and each image-maker needs to build a career that matches his or her talents to one or more markets. This indispensable manual from the American Society of Media Photographers sets the stage for understanding where the industry is now and where it is headed while offering step-by-step instructions for building a career tailored to one’s own talents, interests, and business style in today’s market. 

An overview of developments in the industry covers the new visual needs created by the economy, the changing definition of what it means to be a photographer, the shifting distribution of clients, the role of technology, and the role of copyright, licensing, compensation, and contracts. Photographers learn how to navigate this changing landscape in a second section that guides them through a strategic analysis of their strengths and weaknesses and provides expert advice on building a business plan, marketing, and selling. Also included are concise business biographies of fifty visual artists who have successfully taken on the new markets in photography, to give readers an idea of the many directions a career today can take.

Product Details

ISBN-13: 9781621532521
Publisher: Skyhorse Publishing
Publication date: 10/17/2012
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 304
File size: 2 MB

About the Author

Susan Carr has been in the photography business for over twenty years. A past president of ASMP, Carr has long been dedicated to the advocacy and education of fellow photographers. Carr organized and managed the highly successful ASMP Strictly Business conferences that toured nationwide and currently serves as education director at ASMP. She edited the latest ASMP Professional Business Practices in Photography (2008) and authored The Art and Business of Photography (2011), both published by Allworth Press.

Table of Contents

Acknowledgments x

Introduction Susan Carr xii

Glossary of Terms xiv

Contributors xvi

Part I Moving out of an Era of Conflict

Chapter 1 Where are the Clients? Susan Carr 3

Chapter 2 Visual Communications in the New Economy Tom Kennedy 13

Chapter 3 The Role of Technology Peter Krogh 31

Chapter 4 The Ongoing Tug of War between Copyright Law and Technology Richard Dale Kelly 53

Chapter 5 Where are the Solutions that Create Compensation? Richard Dale Kelly 65

Part II The Process of Building a Manageable Solution

Chapter 6 Your First Step Judy Herrmann 79

Chapter 7 Your Road Map Judy Herrmann 105

Chapter 8 Branding your Business Colleen Wainwright 131

Chapter 9 Marketing Today Colleen Wainwright 151

Chapter 10 Selling in the New Economy Blake Discher 171

Chapter 11 Changing your Course Judy Herrmann 189

Part III Case Studies for the New Economy

Chapter 12 New Products and Services Barry Schwartz 205

Chapter 13 Marketing and Sales Focus Barry Schwartz 223

Chapter 14 New Business/Photographer Identity Barry Schwartz 245

Afterword Susan Carr 272

Notes 273

Index 275

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