What do you think?
Rate this book
The ASMP Guide to New Markets in Photography
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.
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.
- GenresPhotography
304 pages, Paperback
First published October 1, 2012
6 people are currently reading
15 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 4 of 4 reviews
November 7, 2012
Full disclosure: I wrote both the marketing and branding chapters for this overview of how to make it as a creative business (especially a photography business) in a time of rapidly changing markets and technology.
That said, while I'd give my own chapters a 4-star review, overall, the book merits a 4 1/2 stars (I'm rounding up, okay?) for an unparalleled explanation of how we got here (a perfect storm of cheaper tech, digitization, and global economic clusterfuckery) and how to get the hell OUT of there and on to the next thing. My very favorite section of the book is the first, which describes the landscape (including a delightfully readable chapter on copyright by my brilliant friend, Richard Kelly). But the how-to section is really, really useful, with Judy Herrmann's streamlined system for creating a workable business plan, and Blake Discher's chapter on sales. Frankly, my chapters are great, too, but (a), I'm bored of my own writing, and (b) it's unseemly to like one's own stuff overly.
The final section, comprised entirely of interviews with a variety of successful working photographers, is really enlightening; the formatting makes it just a wee bit confusing, hence the 1/2-star penalty ding.
But really, I could not be prouder to have been included in this terrific book.
That said, while I'd give my own chapters a 4-star review, overall, the book merits a 4 1/2 stars (I'm rounding up, okay?) for an unparalleled explanation of how we got here (a perfect storm of cheaper tech, digitization, and global economic clusterfuckery) and how to get the hell OUT of there and on to the next thing. My very favorite section of the book is the first, which describes the landscape (including a delightfully readable chapter on copyright by my brilliant friend, Richard Kelly). But the how-to section is really, really useful, with Judy Herrmann's streamlined system for creating a workable business plan, and Blake Discher's chapter on sales. Frankly, my chapters are great, too, but (a), I'm bored of my own writing, and (b) it's unseemly to like one's own stuff overly.
The final section, comprised entirely of interviews with a variety of successful working photographers, is really enlightening; the formatting makes it just a wee bit confusing, hence the 1/2-star penalty ding.
But really, I could not be prouder to have been included in this terrific book.
January 5, 2013
Worth reading for the 50 concise photographer biographies. Judy Herrmann's values analysis exercises are also quite good. The remaining material is a high level overview of changes in the photography industry, but the advice is rather general. Worth checking out from the library for photographers of all levels. May be of particular interest to photography students who don't already understand the industry.
July 17, 2013
Wow! Another great publication from ASMP. There is so much good information in this book that I killed two highlighters and went through an entire stack of stickies before I finished it. It's so usable and directed at the very issues that all photographers face. Awesome!!!
Currently reading
February 20, 2013Different chapters by different authors. Half-way through.
Displaying 1 - 4 of 4 reviews