| Introduction: Exciting Opportunities at Your Doorstep | 1 |
| 1 | The Wide World of Possibilities | 4 |
| The Buyers Are Waiting | 4 |
| Trends in the Marketplace | 5 |
| Fifty Thousand Photographs a Day | 7 |
| A Wide-Open Door | 8 |
| Find the Market, Then Create | 10 |
| You, the Photo Illustrator | 10 |
| The "Theme" Markets | 11 |
| Magazines | 13 |
| Books | 13 |
| A Hedge Against a Downturn in the Economy | 17 |
| Good Pictures--Wrong Buyers | 17 |
| 2 | What Photos Sell and Re-Sell? | 18 |
| The Difference Between a Good Photo and a Good Marketable Photo | 18 |
| Enduring Images | 21 |
| Good Marketable Photos | 21 |
| The Rohn Engh Principle for Producing a Marketable Photo Every Time | 23 |
| The Principle | 25 |
| Become a Monopoly | 28 |
| Photos That You Can Read Into--Using the Principle | 29 |
| You Are an Important Resource to Photographers | 34 |
| A Gallery of Stock Photos | 39 |
| 3 | Finding Your Corner of the Market | 49 |
| First, Find Yourself | 49 |
| Photographically ... Who Am I? | 49 |
| Your PS/A (Photographic Strength/Areas) | 55 |
| The Majors and the Minors | 60 |
| How to Use the Reference Guides, Directories, and the Internet | 60 |
| Using Your Local Interlibrary Loan Service | 61 |
| Using the Internet | 65 |
| Chart Your Course ... Build a Personalized Market List | 65 |
| The Total Net Worth of a Customer | 72 |
| Long-Term Value | 73 |
| 4 | Getting Started | 75 |
| The Four-Weekend Action Plan | 75 |
| 5 | Producing a Marketable Photo | 78 |
| Some Basic Questions Answered | 78 |
| What Film Should I Use? | 79 |
| Scanning: Should I Do It Myself? | 82 |
| Digital Previews and Submissions | 83 |
| The Most Commonly Asked Questions About Color | 84 |
| Making Duplicates of Slides | 86 |
| From Film to Pixels | 88 |
| Using Specialized Films | 88 |
| 6 | Taking and Making Editorial Stock Photos | 89 |
| Do You Take or Make Them? | 89 |
| Danger Ahead: Trite Pictures | 92 |
| How to Manage Models | 95 |
| Should You Pay Your Models? | 99 |
| Other Model Sources | 100 |
| When Is a Model Release Necessary? | 100 |
| Dealing With Officials | 101 |
| 7 | The Fine Art of Dealing With Photobuyers | 104 |
| Getting to Know Them | 104 |
| The Reliability Factor | 105 |
| The Photobuyer Connection | 106 |
| Should You Visit a Photobuyer? | 108 |
| Should You Write? | 110 |
| Should You Telephone? | 111 |
| Should You E-Mail? | 112 |
| Get on the Available-Photographers List | 113 |
| Selling the Same Photo to Multiple Buyers | 117 |
| Scanning and Photocopying Your Photographs | 118 |
| The Central Art File | 120 |
| The PhotoSourceBANK and PhotoSourceFOLIO | 121 |
| The Permanent-File System | 122 |
| The Pirates | 123 |
| The Legal Side | 124 |
| 8 | Pricing Your Photos | 125 |
| Master Your Marketing System First | 125 |
| Sell and Re-Sell | 125 |
| The Price Range | 126 |
| Base Camp: Inside-Editorial Use | 127 |
| Which Range for You? | 128 |
| Using the Pricing System: What to Charge | 129 |
| Payment for Other Uses | 130 |
| Within the Price Range, Should You Charge the High End or the Low End? | 135 |
| Unique Pictures--What Are They? | 136 |
| Second Use of Your Pictures | 137 |
| State Your Fee | 138 |
| Pricing the Service Photo | 139 |
| Royalty Free | 142 |
| The Lowest Fee Possible: Nothing | 143 |
| 9 | Managing Your Mail and Internet Marketing Operation | 144 |
| How Do I Get My Pictures From Here to There? | 144 |
| Delivery: As Close As Your Mailbox and Computer | 145 |
| Our Postal Service--A Bargain for the Stock Photographer | 146 |
| Preparing Your Stock Photos for Market | 147 |
| Packaging: The Key to Looking Like a Pro | 151 |
| Writing the Cover Letter | 154 |
| Deadlines: A Necessary Evil | 156 |
| Unsolicited Submissions | 157 |
| The Magic Query Letter | 158 |
| Should You Deal With Markets Outside of the United States? | 163 |
| Which Are the Heavy Purchasing Months? | 163 |
| How Long Do Photobuyers Hold Your Photos? | 165 |
| Sales Tax--Do You Need to Charge It? | 169 |
| When Can You Expect Payment? | 170 |
| How Safe Are Your Pictures in the Hands of a Photobuyer? | 171 |
| How Much Recompense Should You Expect? | 175 |
| A Twenty-Six-Point Checklist to Success | 177 |
| 10 | If You Don't Sell Yourself, Who Will? | 179 |
| Promoting Your Photography? | 179 |
| Talent Can Take You Just So Far | 180 |
| Look Like a Pro Even If You Don't Feel Like One ... Yet | 181 |
| Your Personal Trademark or Logo | 181 |
| Build a Mailing List | 184 |
| Credit Lines and Tearsheets--Part of the Sale | 192 |
| Show Yourself Off | 193 |
| Reassess Your Promotional Effectiveness | 201 |
| Some Final Self-Promotion Suggestions | 204 |
| 11 | Assignments | 206 |
| An Extra Dimension for the Photo Illustrator | 206 |
| Negotiating Your Fee | 208 |
| Expenses | 212 |
| Extra Mileage From Assignments | 214 |
| Industry-Sponsored Assignments | 214 |
| The Stringer | 214 |
| Self-Assignments--Where Do You Start? | 216 |
| Making the Contact | 221 |
| A Sampling of "Hot Sellers" | 228 |
| 12 | Stock Photo Agencies and Decor Photography | 231 |
| Outlets for Track A | 231 |
| Everything New Under the Sun | 232 |
| Prepare to Share Your Profit | 233 |
| Agencies: A Plus With Limitations | 234 |
| How to Contact a Stock Photo Agency | 239 |
| The Timely Stock Agencies | 240 |
| Stock Agency Catalogs | 241 |
| Possible Problems in Dealing With Stock Agencies | 242 |
| Do You Need a Personal Rep? | 244 |
| Will Stock Photo Agencies Go Out of Style? | 245 |
| Start Your Own Mini-Agency | 246 |
| Decor Photography: Another Outlet for Your Standards | 251 |
| 13 | Keeping Records: Knowing Where Everything Is | 258 |
| The Lazy Person's Way to Extra Sales--Knowing What's Selling | 258 |
| File It! How to Avoid Excessive Record Keeping | 259 |
| Knowing How to Put Your Finger on It: Cataloging Your Black and Whites and Transparencies | 260 |
| The Basics | 260 |
| The Systems | 261 |
| Counting the Beans | 263 |
| Protecting Your Files | 264 |
| Everything Has Its Place | 265 |
| 14 | Working Smart | 266 |
| The Success Habit: Following Through | 266 |
| Setting Goals | 267 |
| Getting Organized | 267 |
| Time Your Goals | 267 |
| Is It Easy? A Survival Secret | 268 |
| Think Small | 270 |
| You Manage the Business--Not the Other Way Around | 272 |
| A Self-Evaluation Guide | 272 |
| How to Measure Your Sales Strengths | 273 |
| Pictures Just Aren't Selling? | 274 |
| A Potpourri of Additional Aids in Working Smart | 278 |
| 15 | Rights and Regulations | 283 |
| Copyright | 283 |
| Copyright Infringement | 284 |
| Group Registration | 285 |
| How to Contact the Copyright Office | 286 |
| Interpreting the Law | 286 |
| Be Wary of Dates | 287 |
| Laying Claim to Your Picture | 289 |
| Some Drawbacks of the Copyright Law | 290 |
| A Remedy | 291 |
| Q&A Forum on Copyright | 291 |
| Work for Hire | 301 |
| Electronic Rights | 303 |
| Which Usage Rights Do You Sell? | 304 |
| Read the Fine Print | 304 |
| Forms to Protect Your Rights | 306 |
| Legal Help | 308 |
| You Will Rarely Need a Model Release for Editorial Use | 308 |
| Model Releases--When Must You Get Them? | 310 |
| Oral Releases | 311 |
| Can We Save Them Both? The Right of Privacy and Our First Amendment Rights | 314 |
| 16 | Your Stock Photo Business: A Mini Tax Shelter | 316 |
| The Great Rebate | 316 |
| The Tax Return | 317 |
| Carrybacks | 321 |
| Your Stock Photography Business Deductions | 323 |
| 17 | Stock Photography in the Electronic Age | 333 |
| Which Computer to Buy? | 334 |
| Cataloging and Retrieving Your Pictures | 339 |
| CD-ROMs | 340 |
| Establish Your Own CD-ROM Service | 341 |
| The Three Fs: Fone, Fax, and FedEx | 345 |
| Internet: The Electronic Post Office | 346 |
| Online Delivery | 348 |
| The Fax | 349 |
| Printers to the Rescue | 350 |
| Captions | 351 |
| Word Processing | 355 |
| Spreadsheets | 355 |
| Graphics | 356 |
| Picture Enhancement | 357 |
| Storage | 358 |
| Where to From Here? | 360 |
| Bibliography | 363 |
| Appendix | Third-Choice Markets | 366 |
| Paper Product Companies | 366 |
| Commercial Accounts | 368 |
| Other Third-Choice Markets | 369 |
| Index | 371 |
loading...