Selling Your Artwork Online

Turn Your Hobby Into A Business

Hobby is a quest out of your everyday life. The product gives joy and pleasure. As it is a pleasure, we do not get tired of it. Your hobby is a hobby that makes life more relaxing. Life without hobbies is like food without salt. The hobby can add color to our boring lives. In addition, the hobby is also more attractive to the man because it gives motivation. The hobby may not only be of interest but it is also a way for the user to make money. Recreation that could be monetized and transformed into business includes painting, carpentry, baking, web design, dog training, literally anything that adds value to others. Turning the hobby you really enjoy into a lucrative revenue generator can be one of the most exciting, generative, and truly satisfying experiences. The good news is that you can turn your hobby into a profitable business if you are willing to make the transition from an employee to the owner of a company and the CEO to your own life. For most people, hobbies are a way to relax, a simple form of pleasure that creates fun away from the general stress of work and life. Therefore, you should consider the impact monetization of your hobby can have. If you like to bake, for example, it's one thing to make some cakes for friends on a Sunday afternoon. But when you're frantically trying to deliver multiple large orders to meet a range of deadlines, you can soon lose sight of that basic pleasure. Of course, this may not be the case if many entrepreneurs continue to have the same pleasure in their work. done before. But it is certainly something that you should seriously consider before going any further. Read more here...

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The Art Buyers

They are the most immaculate, wonderful people in the business. My favorite offices in any ad agency are the ones belonging to the art buyers. On the walls of their offices are their favorite photography promos. As you look at all the breathtaking works, one phrase will repeat over and over in your head Whatever I could do that. Art buyers are the most important people in the ad agency for us shooters. They are the ones who find the photographers who are appropriate for a specific job. The first contact you get for a job will be from an art buyer. They will be the person to whom you FedEx your portfolio. They are also the ones to whom you submit your estimate when you've been selected to bid on a job. Consider all the jobs that are being produced at any one time at an ad agency, and you'll come to realize that art buyers are professional chaos managers. Because of the amount of work that needs the artistic talents of photographers and illustrators, art buying is...

Edit Paint Draw Write Simplify

Now there's a simple, easy, and fun way to harness your creativity. Bamboo Fun, a new pen tablet from Wacom, turns your computer into your canvas. Freely express yourself by simply touching the pen tip to the tablet. Touch up digital photos. Draw by hand. Create artwork and paintings. Even write in your own handwriting. Bamboo Fun includes full editions of valuable creative software to help get your creative juices flowing. Edit photos with Adobe Photoshop Elements. Create artwork with Corel Painter Essentials. And apply photo effects with Nik Color Efex Pro. Bamboo Fun is available in a variety of colors and sizes.

How Do I Compose A Photograph

Composition is the key to an interesting photograph. Despite all the technical jargon, photography is essentially an art form, and its most important aspect is composition. To improve your art skills, find photos you like and study them, asking yourself 'Why exactly do I like this picture '

Parts of a Digital Scanner

The typical digital scanner, shown in figure 1.3, is a squat rectangular box a few inches larger on each side than the maximum document size it can accommodate on its glass platen. The most common configuration is for 8.5x11.7-inch originals, but businesses may favor those with 8.5x14 or even 11x14 beds. All flatbed scanners have a lid that closes over the original artwork. Some may have a light source built into the lid so you can scan color slides and transparencies. It's becoming very common for scanners to include one or more front-panel buttons you can use to initiate a scan, or to make a copy. Scanners also have an interface port for linking the unit to your computer through a USB, parallel, or SCSI connection. I'll explain these distinctions more thoroughly in Chapter 3.

The Big Three Epson Canon and HP

The battle for your printer dollars is essentially a three-horse race. It's interesting to look at the strategy that each company has taken in serving the fine art market. Pigment inks, multiple dilutions of black ink, and a monochrome print driver are common to all three manufacturers, but differences in ink delivery, printer calibration, and output size abound.

Presets Are Backwards and Forwards Compatible And Cross Platform

Photo Graphic Edges features a visual preset catalog that allows you to see small thumbnails of the presets you have saved. Presets are displayed In alphabetical order Click on a preset and it will highlight. Press the OK button and the selected preset will apply to your artwork.

Macro or micro That is the question

Close-up photography is another means of perspective. But is it macro or micro What's the difference and why should you even pay attention to these lenses settings When you think of a micro lens, think of looking through a microscope lens to make really small things look bigger. Makes fascinating photography, but not the kind of best-selling art photography you would probably want to make. One step further Consider other possibilities by throwing potential Did you know questions at the viewers of your art photos. For example, many people think of coconuts as brown, but in their husks, they're green. And most coconuts in Florida are bright golden yellow as they ripen (as in Figure 4-9).

Defining Your Audience Creating Art That Sells

Where will they purchase your art Online Shop Many people spend a significant part of their life in one area. Any area rural, suburban, or urban is a great place to take art photos. To find objects to include in your art photos, just take a look around. As a start, focus on the colors, the landscape, the art, the lifestyle, the sports, the architecture, the wildlife, the flora or where you live. Above all, your presentation must be stellar and unique. After all, you want your photographs to stand out, be memorable, and be enjoyed for years. That's what presentation is all about. This is the culmination of your craft your subject, your perspective, composition, image finessing, printing, and framing. Here are some ways to make your art stand above the common herd.

Are Your Ears Burning

With the ad approved and the celebration hangover successfully treated, art directors begin looking for photographers. The art buyers are brought in, and the art directors will give them a wish list of whom they would like to work with. Art directors never know how much money is in the budget and who is affordable in terms of photographers. That's the job of the art buyers, who are keenly aware of the money. When communicating with the art director and the world of photography, the art buyers determine whether the shooters on the art director's short list are available and affordable. Then the art buyers will start to research other photographers they know, know of, and find through various methods. Then the books are called in and the connection with our world is made. Now that you know how integral and powerful the art buyers are, you'll understand why I like to say, Art buyers are lovely amazing people. The initial onslaught of portfolios is scrutinized by the art buyer, art...

The Structure of a

Because of the exposure from my first ad that I made no money on, I started getting calls from art buyers who wanted me to bid on jobs. They would fax me a layout with the cryptic question, how much Estimating the value of your time as a photographer is one of the most difficult things to do in this industry. Bid too high, and people think you're out of your mind and won't take you seriously. Bid too low, and people think you're desperately inexperienced and won't take you seriously. One last thought. Don't ever delude yourself into thinking that you've figured out how to pull a fast one over an art buyer. Art buyers crunch numbers all day long. They know the market value for everything. In this industry always keep your eye on the long term. Part of that is building and maintaining a solid reputation for being a straight shooter. Art buyers like working with people when they don't have to constantly question their integrity or their prices. It makes their lives easier, and makes you...

Part The phot shoot

Auto settings can certainly come in handy, like when you're grabbing a quick shot. Life doesn't always stand still, you know. However, for the ultimate in creative control for your art shots, here are some techniques that you can control via manual settings to help you compose exactly the shot you want what message you want to convey in your art photo. To set your camera manually for really cool special effects and more complicated shooting, see Chapter 11.

Spotlight Shooter Michele Clement

She has no qualms with being a success in two worlds. Her studio is fabulously busy. She doesn't sit back and wait for the work to fall in her lap. Even at her level she's constantly marketing. But she doesn't just market herself with her commercial images. Her promos have a little commercial work and a lot of art. I can only think that art buyers and art directors look forward to the arrival of Michele's promo pieces. I would.

School of Thought A Combine the Creative Fees and Usage Fees

In talking to a few art buyers about the matter, they all agreed that they like the combined format as well. It makes it easier for them to explain the usage to their clients. And since they're the ones paying everyone's salary, I always find it wise to make things as simple for the money grip as possible.

Bidding Below the Belt

Following the fiasco I told you about at the beginning of this chapter, I was able to land a rep and things were starting to flow My bids were coming together and landing me work, my rep was doing well by me, and I was starting to think about an advertising budget for myself I had finally found a groove. As long as my creative skills kept growing, I thought, I could take it easy. Then I hit a rut. I misfired on three or four jobs in a row. I discovered later from my art-buyer friend that I was getting nailed on my expenses. But wait, I thought that you knew that I knew that you knew that I was marking up stuff1

Crossover Can You Do Both

If you want to have a career in photography, most people would assume that you desire to make a living as a photographer. I believe that making money is compatible with creating art, but not everybody agrees with that premise. If you are one of those who love photography and can't bear altering your art to suit a client, you may need to pursue fine art and pay the rent through other means. There are allied careers in the photographic world that might suit this purpose. Starting out as a fine artist, you have the challenge of first getting gallery representation, and then getting enough recognition to warrant a good price for your work. In the past, fine art photographers had to drive cabs or wait tables to support their art. Recently, however, there has been a dramatic increase in the number of purely fine art photographers whose work was picked up by the commercial world. There are many more opportunities to cross over without sacrificing your artistic standards. Some examples of...

Dont Ask Me about the Numbers

There used to be a time when the print run of an ad was a factor in calculating the price of the image that was appearing in the ad. That's no longer the case. Ad agencies used to do their own media buying. They don't anymore, which they are not thrilled about because it used to be a source of tremendous profit for the agencies. What this means for you as a photographer is, if you ask an art buyer how many times your ad is going to be printed or how many people are expected to see it, you'll probably piss someone off. If the media buying agency buys ad space for your client with media conglomerate Time Warner, there is no telling how many magazines your ad

Make Sure the Client Is Educated

Like I said, when you're dealing with an art buyer at an ad agency, this will never be an issue. So consider the context of the deal before you go bounding forward with this strategy. No one likes to feel like they're not savvy and don't be too quick to ask for less money.

The Web Site As Marketing Tool

Besides showing your photography, your Web site should be the culmination of lots of soul searching and market research. One of the first things to determine is exactly what you're selling and then who's buying. Are you a budding commercial photographer hoping to work with advertising agencies and graphic designers Are you going after portrait and wedding jobs Other important areas to consider are editorial or magazine assignments, selling fine art prints, school portraits, sports, and stock photography. Even though you don't want to be too specialized, there are some broad distinctions in the photo industry. Your average art director or designer isn't going to hire someone showing predominantly wedding or sports photography. Conversely, your general consumer isn't going to feel comfortable hiring a photographer after viewing a series of still lifes or annual report images. If you want to sell stock, call yourself a stock agency and list what subjects you have. I began my photographic...

Why do you think they called you

The answer to this question determines in large part your strategy. If you made an impression on an art director or art buyer at a social gathering and they're throwing Next you have to start fishing for information from the art buyer. Here are a few examples of some questions you can use to ascertain some details that will help you plan your bid What's most important for you on this bid This is a question you can use to get a feel for whether the art buyer is on the lookout for price or for speed.

Late Fees and Collecting Your Money

After two weeks, it doesn't hurt to send the art buyer an email making sure that he or she got the invoice and that it had everything he or she needed. Most art buyers I know are pretty cool about moving the paperwork out their office pretty quickly if there are no problems.

Whats good about Photoshop

Photoshop provides a rich set of tools for everything from simple image manipulation (cropping and color balance adjustments, to name two) to selecting complex shapes from an image and applying sophisticated filters and effects to the selected area. Photoshop also includes a full set of painting tools that you can use to retouch your images or to create original artwork.

Differences in approach

Photography does not just divide neatly into amateur and professional categories. After all, it is a medium - of communication, expression, information, even propaganda - and as such can be practised in hundreds of different ways. You can shoot pictures purely to please yourself and develop your style for example, working for one-person exhibitions, books and sponsored projects, awards and scholarships. It is possible to build up a national or international reputation in this way if your photography is good enough. You can sell pictures through galleries or agents as works of art.

The Comparative versus Competitive

Sometimes, when you're given a budget number, it's a pretty accurate number that includes a fair fee for you. But sometimes the budget number may be a bit on the arbitrary side, and the art buyer may be trying to get a feel for how much the shoot is really going to cost in comparison to a number that they got from an account executive or client.

Clients who are looking for a bargain know that were not a good fit

One only works as well as the other. I receive emails from photographers who go on about their art and tell me I spend too much time in my books talking about the client and money they just want to know about lighting, posing, and f-stops. This is the type of person who needs to read this the most. Without a sound business system that fosters a relationship between you and your client, you will never have the opportunity to enjoy practicing your art as a business you'll just have an expensive hobby.

Brushing Away Problems with Digital Photos

Many uses when it comes to creating original artwork. You can paint pictures from scratch, starting with a white or transparent background, and paint or draw anything from the realistic to the abstract. These original works of art can end up in print, on the Web, or both. Because this is a book about working with digital images, however, I focus on using these tools for retouching and editing photographs.

Understand Your Market

When you create an edition to sell, you are in many ways trading your artist's hat for that of a salesman. There's no shame in that, mind you. Successful marketing can be as much art as science. But it takes time and skill. It deserves your full attention. Devising a detailed marketing strategy is well beyond the scope of this book. I will offer some very general advice that can help you begin to work through some of the questions posed when creating an edition. I should mention a common argument voiced by some photographers against the very concept of editioned prints. They reason that early masters of photography, such as Paul Strand, Alfred Steiglitz, and even later figures like Henri Cartier-Bresson, did not concern themselves with artificially limiting their output. And if they didn't do it, why should we I would counter this by stating that if they were alive and forced to compete in today's fine art market, they would have no choice but to edition their work. It is simply how...

Communication Is the

In short, you want to be as open with information as possible so that buyers understand exactly what they are gaining by purchasing an editioned print. You're selling art, not a used car. Later in this chapter, I'll give examples of how a professional printmaking studio documents their editions to clients.

Certificate of Authenticity

While print documentation helps with in-house accounting of work, a certificate of authenticity is presented to the buyer with each purchase of an editioned work. A certificate assures the buyers that they are receiving an original artwork and provides relevant details about the production of the print. In Figure 8.13, you'll find a sample certificate identical to the one I issue with each print I sell, either directly or through a gallery.

Names on the Internet

Also, while you (or your prospective art buyers) are getting a headache in an agonizing scroll through these entries, you'll be offered a chance to enter Google's own portal, Google Image Search. A click here takes you pages and pages of single images (some of them rather weak, others quite professional) with links to each photographer's Web site. An excursion into Google or other search engines should hammer home the need for a good name and good placement in the hierarchy. When an art buyer is searching the Web for fresh photography, you want them to have a chance to find you. Your goal is to find the newest ways available to overcome getting lost in the shuffle. Right now one way is to investigate the costs of being a sponsored link, which will put you in the special group to the right side of the column.

Pitfall Your Portfolio Is Still Not Done

Consider this The average time between your first call attempt and actually seeing an art buyer at an agency is three to five weeks. So, even if your book really is not finished, start calling now. By the time you get your meeting, you will have had plenty of time to fill out that portfolio.

Using Photoshop for Special Effects

Using Photoshop filters to enhance your art photos Advanced Photoshop special effects Creating backgrounds in Photoshop hotoshop has literally hundreds of effects that you can use to manipulate an image. The choices available range from subtle to dramatic to (in my opinion) downright bizarre and surreal. How far you want to take your art photography from its original state is a matter of your taste and the outcome you desire.

When your credit card information is complete click Place Order

Picasa doesn't have its own online print service, but it does give you a quick way to connect to other services like Kodak Gallery (Section 16.7) or Shutterfly (below). Select the photos you want to print and then click the Order Prints button at the bottom of the window. Picasa asks you to choose from a long list of partners including EasyShare, Shutterfly, Snapfish, Walgreens, Wal-Mart, and Zazzle (Section 17.6).

Beginners Guide To Adobe Photoshop 2nd Ed

Learn to effectively make your images look their best, create original artwork, or add unique effects to any image. Topics are presented in short, easy-to-digest sections that will boost confidence and ensure outstanding images. 29.95 list, 814x11, 128p, 300 color images, order no. 1732.

Sell Through Other Peoples Web Sites

You'll want to keep it looking professional at all times. The Web is no exception. There are any number of family photo processing services that allow you to post your digital images to the Web. These programs work in various ways, but for the most part, you have very little control over the appearance and layout of the pages. Visitors to the site can look up your name, browse your photos, and order any photos they'd like to add to their collections. A few of these sites allow you to require a password from anyone who orders the pictures, but you still have no control over the price or quality of the photos. As a professional or serious photographer, you are going to want to be in complete control over the pricing and distribution of your art.

About Photo Graphic Edges Lighting Controls

Each effect in the Photo Graphic Edges Series uses the lighting controls to generate shading and shadows. Shading is seen when surface maps or curl shading controls are used. Shading works by casting light across the surface of your artwork. Depth applied with the surface maps or curl shading are applied using the Light Points and controls.

Ten Photo Digital Art Rules

These ten rules are easy to remember and can make your art more appealing as well as saleable. Whether you're shooting or cropping your photo, balancing images is half the fun and a good part of the creativity in your art photography. Creating a sense of balance when taking a picture of a sculptural form is easy It's already been done for you by the sculptor. What's important for you, the photographer, is to add foreground (or not add it) enhance color that puts your imprint on the remade art.


For the sake of simplicity, we can organize the myriad of freelance choices into a few large categories commercial photography, retail photography, and fine art photography. These categories differ mainly in the way images are marketed and sold, by the way, and less by image content, talent, or skill. Examples of commercial photography include annual reports, freelance editorial, advertising, fashion and lifestyle, and product illustration. It is a very diversified field. Photographers who choose a commercial photography career do not usually deal with the general public. They most often market and sell their work to art buyers and art directors, graphic designers, and editors.

Working With Clients

Tographers do, that you know more about what your client should have than your client does, your client will prove you wrong every time. After all, you may be the creator of your art, but the client is the one who must live with your creation and, in the end, is the one who determines whether a portrait is art or not.

The Players

In the middle of a run of five back-to-back jobs, my agent got me a showing at a very happening ad agency in San Francisco. I was to meet one of the art buyers. My agent had sent the art buyer my portfolio, so all I had to do was show up, be charming, talk about my portfolio, and leave.

Freedom Flexibility

Also, art buyers and marketers tend to think in terms of classifications pop art, Old Masters, that sort of thing. The same with juried art shows and contests, which by necessity need to categorize entries and awards to keep the whole system of judging art somewhat manageable. So here goes my attempt at classifying the creators of high-quality digital prints (see Gallery Showcase for some good examples from each group). Printmakers, as a group, get their own special chapter (10).


The ability to capture film images with optical clarity and to manipulate the resulting pixels with a high degree of precision occurred fairly early in the digital photography timeline. Moving beyond pixels to photo-realistic output on paper, however, has taken longer to achieve. Early digital output routinely fell short of darkroom prints, both in image quality and longevity It was clear that widespread acceptance in the fine art market could only come when these shortcomings were adequately addressed.

Artist Statement

Personality is continuously shaped through associations with people in our immediate environment and our perceptions of the world. In a nation established on immigration many of us are products of cross-pollination and are caught among several cultures. Habits, stories, and traditions from various groups are passed from one generation to the next and most of these things transform over time through a subtle metamorphosis. One of the results is a magnitude of assumptions made about others based on a pre-constructed interpretation. My artwork is driven by a fascination with the invisibility of such transmutations and its effect on our society as a whole. Overall, exploring heritage is a rich journey, particularly in a time when social equality and ethnic recognition are prominent political topics.

Contrast and Density

If you use black charcoal to draw, the harder you press on the paper, the darker your drawing gets. If you have very white paper, the black charcoal together with the white paper gives you a certain amount of contrast. But what if you use a number-two pencil instead of charcoal to draw Will you get the kind of blackness with the number-two pencil that you achieved with the charcoal, even if you press very hard Of course you won't. Why Because the charcoal and the pencil each have their own built-in contrast capability that cannot be changed. It does not matter whether you use different papers for this test the charcoal ren-


I was at lunch with my friend Annie Ross the other day. Annie has been an art buyer for 27 years and has earned an amazing reputation as being highly effective while also being one of the nicest people you'll ever encounter. We were trying to conjure a word that we could use to describe our industry to the brave photographers venturing into advertising. Wackadoo is all we could come up with. In order to understand wackadoo, you need to understand a little bit about the roles of the people at the agency. You will primarily be dealing with the art buyer, the account executive, and the art director. But understanding that there are more levels of approval and politics beyond these folks will give you an appreciation for what goes into getting an ad shot. It will also, hopefully, help you understand that all the drama you'll have to deal

By Jeff Kent

PurePhoto has two main features a social networking platform connecting artists and art buyers, and an e-commerce system to handle sales transactions. We're bringing fine art to the people, says Ellis. There is something more personal and more unique about purchasing an image after hearing the story behind it and connecting with the artist. In that sense, we are creating a new movement for how people buy and sell art online. Adds Phillips, 'We have created an ecosys tem of decorators, art buyers, collectors, and artists who are actively looking to buy and sell original works of art for public spaces like a home or office.

The Bottom Line

Art buyers will scrutinize the line items of your bid, but they're looking for really stupid mistakes, gross exaggerations, or blatant decadence like an on-set massage therapist. Yes, I did try to slide that by once. I was dating a girl who needed some work. If your numbers are in the ballpark of expectation, the art buyer will come back to you and tell you where your numbers need work. They're also really cool about questioning things that you missed, especially if you're a rookie.

Invoice Terms

Finally, the last line of the paragraph above mirrors the one in the bid terms. But it bears repeating because it is one of the most important concepts of your career. Do not give up the rights to the out-takes of your shoot. Your usage license will only cover a specific number of images to be displayed in specific media in specific geographic locations. You are the copyright holder to any other image from the shoot. Although it may seem wrong to assume that, and some art buyers directors will try to make you believe otherwise don't give in. The additional images from the shoot could be worth more money.

Shooting landscapes

Get the time of day right The conventional wisdom in landscape photography is that you should suffer for your art the few minutes before, during and after dawn are often hailed as the times of day when the light is at its softest and most flattering. If the sky is brilliantly sunny and clear you can get that particular style of super-vibrant shot in the middle of the afternoon, but generally the light is harsh. If you're forced to shoot in the middle of the day, you can enhance the vibrancy of a clear, sunny sky by using a polarising filter (see below). Polarisers have the effect of deepening the colour of a clear sky and increasing contrast, for a more vibrant picture. Near the end of the day, the light softens again as the sun gets lower, giving better conditions again and the likelihood of dramatic skies, and if you get some mist into the equation as the evening cools that's all the better for adding some atmosphere.

Kay Kenny

Do not go very far and Hunt is anticipating frequent echoes of that most difficult of all questions What's the discount Both he and gallerist Lisa Sette agreed that it doesn't have much point when referring to the primary art market. That is a secondary market concern, said Hunt. We do not have the leeway to discount the work of the contemporary artists we represent, although we might not raise prices on the hottest selling work at this time.

Bidding Consultants

Photographer's consultants, or bidding consultants as they are sometimes called, are a brilliant resource if you don't have an agent. Consultants, such as Suzanne Sease and Amanda Sosa Stone, will bid a job for you for a fee plus a small percentage of the fees you're charging the client. Both Suzanne and Amanda are ex-art buyers, so they have an extensive knowledge of what agencies are looking for in a bid. Some consultants are not ex-art buyers, but that doesn't remotely diminish their capacity to bid effectively. They've had years of experience bidding, which puts them in a fantastic position to know what will fly and what won't. There are things to love about agents besides having someone that has to listen to you complain about the industry. Good agents hustle to get you work. They spend many hours getting the scoop on where the gigs are and who to talk to about getting them booked. Agents have established reputations, good and bad, around town, but they're known. And they don't...

Listen to the Client

The first step to revising your bid is to listen. Listen closely (or if communicating via email read intently) to everything the art buyer or client has to say. There will be line items that they don't like, or will question, and you need to target these items first when you're putting together your first revision. You have to get into the habit of listening to the subtle cues of the conversation. If the art buyer or client says something like, Your craft service budget seems a little low oh well, I guess this will be a dietary shoot and then laughs, they're not really making a joke, it just seems like they are. Bolster the food sections of your bid. Write all the pertinent points down so you don't forget them. Trust me on this. For years, I was just too fabulous for my own good and never wrote any notes down from my conversations with the art buyers. Then one day I did. I started to notice that my success rate was improving.

Check Your Work

As much as I advocate a quick invoice submission, you absolutely must check your numbers first. Ad agencies are bureaucracies of paperwork. Your invoice has to get signed off by the art buyer, the account executive, the art director, the creative director, the florist, the coffee cart guy, and the second floor janitorial staff. Then it goes to accounting. If there are any mistakes to reconcile, your invoice will get held up until someone can get in touch with you and sort out the problem. So find out what the invoice-submission requirements are and follow them to the letter.

Getting Noticed

The compulsive urge to panic while waiting for your next job should be recognized as a medical condition. Many times over the last 20 years I've found myself on the verge of a complete breakdown, spending huge money on promos, emails, and sourcebooks, trying to figure out the magic bullet for getting noticed by the ad agency art buyers and art directors the people with the work. There were times when resources ran low, and the whole effort seemed overwhelming. And then, out of the blue, often on the very day I'd be using the same coffee filter for the third time, I'd get a phone call. This section is about the naked truth What happens on the other side. Why an art buyer will suddenly pick up the phone and say the magic words, We'd love to see your book. To get to the nitty gritty, I spoke with eight art buyers and art directors from the East Coast, West Coast, and heartland of the Annie Ross, the Art Services manager for RPA (think Honda), is holding a ruler. I'm reverting to my...

Medium specificity

There is a great deal to be learned from this account. Nevertheless, its transhistorical emphasis is deeply problematic. It is difficult to imagine how photography, as perhaps the privileged medium of 20th-century communication, can be dealt with as a singular 'medium'. The practical use of photographic documents, or their role in generating social and sexual fantasies, have much greater weight than art-photography, but Szarkowski glosses over these everyday practices. Szarkowski tends to strip photographs of their specific context and use in order to tell a single story of art. It is worth noting that his tenure at MoMA coincided with the revaluation of photography in the art museum. This is the period when photographs entered the art market in a significant way.

The Limited Edition

The very idea of selling your photographs can invoke feelings of both pride and apprehension. We'd all like to think that our best work deserves a place on someone else's wall. Yet the confidence we have in our photographic technique and vision does not often translate to the daunting task of preparing our images as commodities for the art market. A number of left-brain decisions need to be made. But none will have consequences as far reaching as the choice to create a limited edition. Multiple has a very precise meaning and is not to be confused with the term reproduction. A multiple is conferred all of the status of an original artwork. Each multiple in an edition derives from the same matrix and is produced using the same medium. Multiples are virtually identical because they are produced by a repeatable eye toward making an inkjet print on canvas. No matter how great the fidelity of the digital capture or how brilliant the colors of the inkjet output, the artist has created a...

Working with Stock

As discussed in the previous chapter, the stock photo business involves your selling pictures you've already taken to new clients. There are three ways to do this you can sell direct to the buyer you can work with an agency that handles your images for you or you can choose a hybrid of these two options. If you've determined you want to try working with an agency, this chapter explores pragmatic ways for finding the right one and working out a mutually beneficial relationship (which is a euphemism for saying that you must set realistic expectations for yourself of what you're going to end up with).

Money Money Money

The only people who should know how much money you're making on a shoot are your producer and your agent. On the agency side, the only people who should know your fees are the art buyer and account executive. Keep it that way. Money is universally seen as a gauge for success. I've been on a few jobs where the model was making more than I was. I don't want anyone to know that. The people you hire don't want their day rate floating around the set either. Fortunately, there is an unwritten code that no one talks about money. Even when you're buddying up at the bar at the wrap celebration, keep your finances to yourself.


For all its intricacies, photography is not rocket science. Anyone with a basic understanding of how a camera works can get lucky and take a great picture. They might just be in the right place at the right time. But a collection of images purposefully planned and executed over a period of time requires discipline and a commitment to a specific vision. It is this commitment of purpose and the ability to become fully engaged with both your subject matter and medium of expression that commands attention in the art market.


Prints that are in really bad shape (curling or crumbling) can be pressed between two sheets of glare-proof glass to help stabilize and make them easier to copy. Have a framer cut the glass to the same size as the print, and after copying, slip the sandwiched print into a frame for storage and or display. After copying your prints, store them in dim or dark conditions with stable temperatures (approximately 70 degrees F) and a relative humidity of 30-50 . For more detailed information on copying photos, see Photographing Your Artwork by Russell Hart (Amherst Media).

Unusual Products

Photo developers can print your photo onto almost any flat surface. Just imagine what your artwork would look like on a T-shirt, coffee mug, calendar, keychain, computer mouse-pad, apron, or jigsaw puzzle. PhotoTile will even turn your photo into a group of ceramic tiles

The Bid Revision

You're in play is one of my most favorite phrases. Not that anyone in the advertising industry uses the phrase all that often, but it's a phrase that I hear in my head when an art buyer tells me that I'm being considered for the job. Being considered for the job means it's time to re-work the numbers of your initial bid.

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