Rangefinder Magazine
September 2006

Problems & Solutions  
 

Please accompany your questions with a self-addressed stamped envelope if you wish an immediate reply. Alternatively, you can email me at: bhurter@rfpublishing.com.

From: Tonya Paul Photography
tonya87@excite.com

I am opening a new portrait studio in Oroville, CA, soon, and my business advisor and bank asked a few questions about the portrait industry. I have been a member of WPPI for nine years. I’ve had a studio out of my home for 19 years, but I am now ready to move on to bigger and better things?

Can you tell me:

1. Size of portrait industry?

2. Money spent each year?

3. Growth and/or decline over the last five years?

4. Any trends going on?

5. Who spends money on portrait photography (age, gender, income level, lifestyle)?

Thank you so much for you time and help.

Skip Cohen, our company president, who gives marketing seminars all over the world, was kind enough to respond in detail to Tanya’s question. Skip’s information, gathered from a variety of sources, seems to agree in large part with the data on the U.S. Department of Labor, Bureau of Labor Statistics website, www.bls.gov.

There are approximately 250,000 professional photographers in the U.S. market. This number includes anyone who earned one dollar or more selling their photographs. Out of this group, approximately half are part-time and have other sources of income.

Relating to growth or decline, Skip’s opinion is that the industry is in growth mode. His personal observation is that it started around the same time as 9/11. He says, “Think about it. How many tragic losses did we witness with people walking around NYC holding photographs of missing loved ones. Because many of the people who died at the WTC were so young, many of the images were bridals, senior shots, etc.—taken by professional photographers. Now put the tragedy together with a renewed sense of family in this country and people spending more on family things and less on that ‘overseas trip of a lifetime.’ Lastly, throw digital into the mix, with its ability to offer more creativity than ever before, and you have a strong period of growth in the portrait industry.”

In terms of trends, these seem to revolve around technology to a degree. Digital album design products are very popular and exciting, as are the number of new plug-ins that enhance the creative potential of Photoshop.

Further, online hosting is a popular way to attract new sales.

Digital workflow products that help photographers save time, along with sophisticated image presentation software and the dropping prices of digital LCD projectors are giving photographers the means to produce beautiful, one-of-a-kind DVD products.

In terms of marketing to the target audience, photographers are finally starting to figure it all out. Skip recommends that if you get a chance, take a look at Vicki Taufer’s site, www.vgallery.net. Vicki’s doing some of the most ingenious marketing in the country.

Regarding who is spending money on portrait photography, including age, gender, income level, lifestyle, etc., it seems to be across the board demographically in terms of income or education level. Approximately 99% of the purchasing decisions in the U.S. are made by women. Second, the higher the income/authority profile, the more the trend to a more relaxed style of portraiture and the smaller the physical size of the final prints. Third, age seems to be all over the place, but there’s a fairly large grouping with a median age of 30–35 for children’s photography, and then it jumps to the mid-40s and up for family portraiture. Skip is referring to studio work here, not kid shots made at mass merchandisers like Kmart and Sears.

Skip reminds us, “The biggest issue is establishing value for your product. Do it right and you can sell to any demographic profile.”

From: Harold R.
Elkridge, MD

I am looking for a wedding photographer who is available for a wedding in Columbia, MD, on October 8. I was wondering if you could refer some photographers from your directory. Thank you!

We get a lot of questions regarding the WPPI Members Directory, mostly from prospective brides looking for a good photographer. If you go to www.wppionline. com and click on “Directory,” you will see “Find a Photographer.”

If you are looking for a photographer in a specific area, enter either a zip code or area code, and it will bring up a page of photographers (100 maximum). Click on the name, and a window will appear on the right with the photographer’s address, phone number and website/email address. The website link is invaluable to the photographer, as brides are able to see the photographer’s style of work and peruse prices, if listed. Then she can get in touch with the photographer that best suits her needs.

From: Brooke Clark
clark_brooke@hotmail.com

I am trying to find a company or individual that will act as a consultant or partner in building my camera room. I am interested in both setting up a track system as well as lighting, backgrounds, etc. Do you know of any vendors that provide this type of personal on-location service? (I’m in the Seattle area).

Last month, we ran an article in Rangefinder by Larry Singer, entitled “Are You Ready for an Extreme Studio Makeover?” It details the efforts of Jerry Bryan, who is the consultant you are searching for. Jerry Bryan can be reached at (760) 434-3318. His studio is located at 2890 Pio Pico Dr., Carlsbad, CA 92008. His website is www.jerrybryanphotography.com.

If you want to do some background first, I suggest you pick up a copy of Photographers and Their Studios: Creating an Efficient and Profitable Workspace, by Helen T. Boursier, Amherst Media (www.amherst media.com), $29.95.

This book will help you learn how to create a beautiful and profitable studio. Explore the studios of 20 top photographers from around the world, and examine the problems each faced as well as the solutions they devised. The book also includes consultation and viewing rooms, bathrooms, location scouting, production areas, storage space, and much more.

From: mt_photo@hotmail.com

My friend and I are at odds. He states that when you move your softbox farther from the subject the lighting become less diffuse or harder, increasing hard shadows. I cannot accept this theory. I was taught that the greater distance between your subject and the light source the more diffuse or softer the light falling on the subject.

I hate to break this to you, but your friend is right. See “Quality of Light” by Dr. Glenn Rand, on page 118 of this issue. Specifically, see the bottom of page 120, which deals with precisely this topic.