DIGITAL PHOTOGRAPHY – A PUBLISHER’S PARADISE OR AN OPPORTUNITY FOR PHOTOGRAPHERS?

It is useless denying it – digital technology has turned totally into a publisher’s paradise, or has it? Technology has made photography accessible to a much wider swathe of the general public. Most of this new, snap happy horde are part timers – they already have full time jobs and for them photography is a hobby, a pastime, nothing really too serious. So this vast proliferation of photographers has made available to publishers an ever evolving stock of free images and, consequentially made the sale of images by professional photographers so much more difficult.

An image which can easily fit into editorial. © Kevin Casha

An image which can easily fit into editorial.
© Kevin Casha

The publishing industry is aware that there are loads of good photographers who are ready to freely give their images for publication – just for the sake of seeing their photographs in print. This is a fact of life and cannot be reversed back. Pros just need to accept it, but then digital media and the internet revolution have also made it easier for one to proliferate images and make one’s work known. The first thing a photographer earning his livelihood from the business needs to determine is whether it is to one’s advantage to pass on images for free and thus join the bandwagon. Today, one does not need to fork out money for physical print portfolios or lose time and effort going to meetings. Internet has made it possible to market one’s work from the comfort of one’s laptop. It is up to each photographer to decide whether to start making his work known around the world or whether to remain a non-entity, stay out of business completely and satisfy oneself with the ‘likes’ on Facebook! Yes, the decision is a harsh one to accept for photographers who have been used to getting paid for their work – but today it is a fact of life and the sooner one accepts it, the better.

So how does one try to turn the situation to one’s advantage and tap the valid possibilities that are out there? Like in everything else, it boils down to hard work – nothing comes easy yet some photographers have turned the situation in their favour. One must not forget that although photographers have increased in a big way, the world wide web has also enabled us to enormously proliferate our client base. Images put online and published are now being seen all over the world. Who would before have seen one’s images in Africa, in Alaska or in China? If one trawls around the internet, one is bound to find up and coming young photographers who have managed to capture attention and, subsequently, paid work.

Sounds difficult? Yes, for sure with so many good photographers around. It is not easy to get noticed in such a competitive field. But is it really as inacessible as it seems or are we not making enough effort to tap this market? There are hundreds of online and conventionally printed publications needing images from all genres of photography. Publishers are all the time looking for fresh and engaging work which will enhance their content. One needs to get them to see one’s work.
Naturally, the main beneficial thing when one’s work is published or seen online is that your credited work is seen by a wide audience. There are so many opportunities out there to have one’s work published. It’s just a question of being organized and being industrious.

There are some things which need to be noted: Most publishers will require releases if you have recognizable persons in the images. This, as we all now adds another complication. Yet when one is aware it should not be such a great problem to obtain releases particularly for personal work in which one has control over the subjects. Just prepare releases for all types of photographs, even carrying them with you whilst shooting. Also one can use blur or movement to obscure recognition. Being aware of the copyright and data protection laws of your country is also vital. Furthermore, try and study the publications which would mostly welcome your style or genre of photography and concentrate your efforts on them. Fit your images to the publication.

A generic image typical of magazine potential. © Kevin Casha

A generic image typical of magazine potential. © Kevin Casha

There lies also the possibility of ‘barter.’ Make efforts to exchange your work for free advertorial space or any other product or service that is of use to you. This will be more doable in one’s own country as one would, most probably, know the publishers on a personal basis. It is not a disgrace to barter work – the world was, and still is, based on barter – be it with goods, services or money. One needs to be aware of retaining copyright of one’s images after they have been published. Most publishers recognize this and have no objection, but be aware of a few companies and individuals who are out to take advantage. Use your ready stock photography avoiding to go into expense to shoot purposely for publications. Make sure to read the submission guidelines in detail – remember that most editors will have hundreds of submissions to view and things such as sizing your images or naming them wrongly will most certainly get your work discarded right away. One other factor to remember is not to put up the images you intend to send to publications on Facebook -use other photographs for this purpose – as publishers do not like to use images which are already out there.

One last recommendation: do not be disheartened when publishers do not respond or give you feedback. The process is not quick and easy and most of the times it takes long to strike gold. The important thing is to be patient and persistent. If your work is good, it is bound to be eventually noticed and rewarded. So get off your backside and bring your work to the notice of the world!

© Kevin Casha 2015