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  1. 1. JANUARY 2008 | WWW.PPMAG.COM | $4.95
  2. 2. Faithful color. Incredible latitude. An effortless workflow. Even the photographers will be throwing bouquets. Jose Villa ©2007 Jose Villa Fujifilm Pro 400H 220 Format In a digital age, is it possible to have a renaissance in film? After using Fujicolor Pro 400H for the shot above, Jose Villa emphatically says, yes. “I love the soft tones that this film provides. Even though the lighting is flat in this image, Pro 400H allowed me to capture smooth, soft gradations from highlight to shadow and keep the skin tones natural as well." What’s more, since Fujicolor Pro 400H is designed for ultimate compatibility in todays digital workflow, it offers ease of use after the shoot. For a wedding photographer as busy as Jose, that’s a proposal that’s difficult©2007 FUJIFILM U.S.A., Inc. to resist.
  3. 3. CONTENTS PROFESSIONAL PHOTOGRAPHER | JANUARY 2008Features112 SENSE & SENSIBILITY For Kevin Kubota success came by listening to both head and heart by Jeff Kent122 OUT ON THE TABLE John Harrington shares everything he has learned about business—and leaves nothing out by Jeff Kent132 A MASTER’S MASTER PPA’s 2008 Lifetime Achievement Award honors Frank E. Cricchio by Don Dickson144 POOLS OF LIGHT Howard Schatz and his remarkable life aquatic by Stephanie Boozer WEDDINGS: RISING STARS74 JB & DeEtte Sallee soar into the wedding photography stratosphere by Jeff Kent80 PORTRAITS: ONE STEP AHEAD Frank Donnino changes with the times by Jeff Kent88 WEDDINGS: FRONT PAGE NEWS Cliff Mautner is hot on the trail of blushing brides by Stephanie Boozer NATURE: CHILLING EFFECT96 James Balog documents the accelerating glacial pace by Jeff Kent WEDDINGS: BUILDING BACK104 In post-Katrina New Orleans, John-Michael Hannan builds anew by Lorna Gentry IMAGE BY HOWARD SCHATZ
  4. 4. 14 FOLIOCONTENTS PROFESSIONAL PHOTOGRAPHER | JANUARY 2008 | WWW.PPMAG.COM 156 163 186 CALENDAR PPA TODAY GOOD WORKS©Cliff Maunter Departments C O N TA C T S H E E T 18 PIX Digital Imaging Contest 22 PPA & SEP sweepstakes winner 27 Candid camera 29 New photo books 32 What makes a photography Web site great? PROFIT CENTER 37 What I think: Frank Cricchio 38 The joy of marketing by Sarah Petty 42 Finding the boutique client by Sara Frances 46 Raising the bar: Blake Discher by Jeff Kent THE GOODS 51 What I like: Frank Donnino 52 Pro review: Olympus E-3 by Joe Farace 58 Workflow: Freestyle shooting by David Jay 66 Print finishing: Grand finale by Bryan Linden 70 Tutorial: Time-saving Lightroom presets by Kevin Kubota 88 During his tenure with the Philadelphia Inquirer, Cliff Mautner learned to judge the moment and find the light. He captures the essence of who the couple is, allowing it to come out naturally, but rendered through his artistic interpretation. ON THE COVER: Taken in a pool custom designed for underwater photography, in crystal clear water regulated for chemistry and temperature, Howard Schatzs images mesmerize the viewer with dancers ethereal expression in a weightless world. Fashion designer Betsey Johnson loaned this fanciful dress for “Underwater Study 2615,” one of the images from Schatzs newest book, “H2O.” Exposure: 1/125 second at f/4.0, ISO 50. 6 •
  5. 5. Mind. Body.
  6. 6. Photography. A Picture-Perfect Relationship Sign up for a weekend retreat!
  7. 7. P ROF E S S I ONA LEDITORIAL director of publications CAMERON BISHOPP The master senior editor art director/production manager JOAN SHERWOOD DEBBIE TODD EARNING THE ULTIMATE MERIT BADGE We’re honored this month to feature in our pages the “master’s manager, publications and features editor sales/strategic alliances master,” Frank E. Cricchio, M.Photog.Cr., Hon.M.Photog., CPP, LESLIE HUNT KARISA GILMER F-ASP, Hon.F-ASP, a member of the Cameracraftsmen of America. editor-at-large sales and marketing assistant Cricchio, a past president of Professional Photographers of America JEFF KENT CHERYL PEARSON (PPA) as well as the American Society of Photographers, took his first image in 1944 with a Sparta box camera, and opened his first technical editors ANDREW RODNEY, ELLIS VENER studio of photography in Port Arthur, Texas, in 1958. director of sales and strategic alliances Cricchio also holds a record that many have tried, but so far SCOTT HERSH, 610-966-2466, failed, to top. Through the PPA Merit and Degree Program, launched western region ad manager BART ENGELS, 847-854-8182, in 1937, member photographers earn merits toward PPA degrees for eastern region ad manager their professional achievements and their contributions to furthering SHELLIE JOHNSON, 404-522-8600, x279, circulation consultant the photographic education of others. Merits are awarded when a MOLLIE O’SHEA, member takes PPA-sanctioned classes to advance his skills and editorial offices Professional Photographer business acumen, creates images that become part of the PPA Loan 229 Peachtree Street NE, Suite 2200, Atlanta, GA 30303-1608 U.S.A. Collection, has images and/or articles published in Professional 404-522-8600; FAX: 404-614-6406 Professional Photographer (ISSN 1528-5286) is published monthly Photographer magazine, and educates other photographers through subscriptions speaking and presenting seminars at PPA and affiliated events. Professional Photographer P.O. Box 2035, Skokie, IL 60076; 800-742-7468; In 1998, Cricchio became the first person to earn more than FAX 404-614-6406; email:; Web site: 1,000 merits—1,192 of them to date—and he continues to make member services PPA - Professional Photographer tremendous contributions not only to the association, but the whole 800-786-6277; FAX 301-953-2838; e-mail:; of the photographic industry. Send all advertising materials to: Debbie Todd, Professional Photographer, This year, the PPA Board of Directors confers the 2008 Lifetime 5431 E. Garnet, Mesa, AZ 85206; 480-807-4391; FAX: 480-807-4509 Subscription rates/information: U.S.: $27, one year; $45, two years; Achievement Award on Frank Cricchio, honoring a career of creative $66, three years. Canada: $43, one year; $73, two years; $108, three years. image-making, his professionalism and tireless contribution to International: $39.95, one year digital subscription. Back issues/Single copies $7 U.S.; $10 Canada; $15 International. educating and enriching fellow photographers. Turn to p. 132 for PPA membership includes $13.50 annual subscription. our interview with Cricchio. Subscription orders/changes: Send to Professional Photographer, Attn: Circulation Dept., P.O. Box 2035, Skokie, IL 60076; 800-742-7468; FAX 404-614-6406; email:; Web site: BIG TIME Periodicals postage paid in Atlanta, Ga., and additional mailing offices. Postmaster: Send address changes to Professional Photographer magazine, Finally, a nod to this issue, our Imaging USA show special, and our P.O. Box 2035, Skokie, IL 60076 biggest magazine ever. We hope you enjoy it, and please pass it on Copyright 2008, PPA Publications & Events, Inc. Printed in U.S.A. Article reprints: Contact Professional Photographer reprint coordinator at to anyone you know who’s just starting out in professional Wrights’s Reprints; 1-877-652-5295. photography. We hope it will serve as a useful introduction for the Microfilm copies: University Microfilms International, 300 North Zeeb Road, Ann Arbor, MI 48106 photographers coming into our ever-growing industry. I Professional Photographer (ISSN 1528-5286) is published monthly for $27 per year by PPA Cameron Bishopp, Publications and Events, Inc., 229 Peachtree Street, NE, Suite 2200, International Tower, Atlanta, GA 30303-1608. Periodicals postage paid at Atlanta, Ga., and additional mailing offices. Director of Publications Acceptance of advertising does not carry with it endorsement by the publisher. Opinions expressed by Professional Photographer or any of its authors do not necessarily reflect positions of Professional Photographers of America, Inc. Professional Photographer, official journal of the Professional Photographers of America, Inc., is the oldest exclusively professional photographic publication in the Western Hemisphere (founded 1907 by Charles Abel, Hon.M.Photog.), incorporating Abel’s Photographic Weekly, St. Louis & Canadian Photographer, The Commercial Photographer, The National Photographer, Professional Photographer, and Professional Photographer Storytellers. Circulation audited and verified by BPA Worldwide 10 •
  8. 8. CAROL ANDREWS M.Photog.Cr., ABI SUSAN MICHAL Professional Photographers M.Photog.Cr., CPP, ABI of America 229 Peachtree St., NE, Suite 2200 Atlanta, GA 30303-1608 TIMOTHY WALDEN 404-522-8600; 800-786-6277 M.Photog.Cr., F-ASP FAX: 404-614-6400 2007-2008 PPA board industry advisor MICHAEL GREEN president *JACK REZNICKI Cr.Photog., API legal counsel Howe and Hutton, president-elect Chicago *DENNIS CRAFT M.Photog.Cr., CPP, PPA staff API, F-ASP DAVID TRUST Chief Executive Officer vice-president/treasurer *RONALD NICHOLS SCOTT KURKIAN M.Photog.Cr., API Chief Financial Officer chairman of the board CAMERON BISHOPP *MICHAEL GLEN TAYLOR Director of Publications M.Photog.Cr.Hon.M.Photog., API, F-ASP DANA GROVES Director of Marketing & directors Communications RONNIE NORTON ABI, Qualified European SCOTT HERSH Photographer, Director of Sales & Associate of the Irish PPA We bring the Strategic Alliances highintochool market sfocus LOUIS TONSMEIRE Cr.Photog., API J. ALEXANDER HOPPER Director of Membership, Copyright and Government Affairs American Student List has been providing High School Student lists to DON DICKSON hundreds of satisfied portrait photographers since 1971. High School M.Photog.Cr., CPP Seniors and Juniors are available on pressure-sensitive labels, diskette WILDA OKEN or via electronic delivery.Additionally,our list of Families with Children Director of Administration is ideal for marketing family and holiday portraits. SANDY PUC’ See us at the Imaging USA Convention (Booth 1404) for a chance to win a $100 AMEX Gift Card. M.Photog.Cr., CPP, ABI LENORE TAFFEL Director of Events/Education RALPH ROMAGUERA, SR. M.Photog.Cr., CPP, API, F-ASP *Executive Committee NY: 888-462-5600 — FL: 888-550-8548 — The most trusted name in youth marketing. of the Board12 •
  9. 9. Proof Books Parent Albums Finished Albums Vendor Sample Books Studio Sell Books Favors and Gifts And… press printed books are made from the highest quality materials and provide the industry’s finest presentation. They are available in a wide variety of convenient sizes and creative color and border options, for any of your studio needs. For more information, visit or contact Customer Service at (877) 638-7468 or | High-End Cards | Press Printed Books | Gallery Wraps | Professional Printing | Online PresentationCheck out’s comprehensive product line at©2008 Inc. All rights reserved. Photo ©2008 More Than An Image Photography.
  10. 10. folio| Comprising images selected from the files of the PPA Loan Collection, Folio is a monthly sample of award-winning photography by PPA members. The Loan Collection is a select group of some 500 photographs chosen annually by the PPA print judges from more than 5,000 entries.©Stan Jones STAN JONES While visiting Babcock State Park in West Virginia, Stan Jones, M.Photog., of S&N Photography in Cave City, Ky., fulfilled a longtime wish to photograph this unique spot. Taking advantage of the early morning light, Jones exposed “Glade Creek Falls” for 4 seconds at f/16, ISO 100, with a Canon EOS-1Ds Mark II digital SLR and 24-70mm Canon f/2.8 L EF lens with a circular polarizer. He used Adobe Photoshop to perform minor color correction. 14 •
  11. 11. BOB HAWKINS “Anyone who knows my work knows I love character studies,” says Bob Hawkins, M.Photog.MEI.Cr., CPP, of Bob Hawkins Studio in Newton, Iowa. “I like to get their story, where the journey of life has taken them.” Using nothing but a Larson 4x6-foot silver reflector to bounce light from a window, Hawkins captured “Etched by Time” with a Canon EOS-1Ds digital SLR and 70- 200mm Canon f/2.8 L USM EF lens. He converted the image to black and white in Adobe Photoshop, adjusted the contrast and density, and applied a weathered wood overlay to add texture. TIM MATHIESEN Tim Mathiesen, M.Photog.Cr., A-ASP, F-ASP, of in Laguna Niguel, Calif., couldn’t resist the urge to capture this breathtaking sunset over Moloki Island in Hawaii. Shooting with a Fujifilm Panorama GX617 Professional camera and 105mm Fujinon SW f/8 lens with a center filter, Mathiesen exposed Fujichrome Astia 100F film for 1/15 second at f/16 to create “Just Another Sunset in Paradise.” “Sunsets in Hawaii are legendary,” says Mathiesen. “This one looked like nothing would happen, then turned ©Bob Hawkins spectacular in just a few minutes.”©Tim Mathiesen
  12. 12. Three new cameras designed to inspire. Starting with the totally new EOS-1Ds Mark III. With a 21.1-megapixel full-frameCMOS sensor, dual “DiG!C III” Image Processors, and a 3-inch LCD monitor, it’s far and away the most remarkable camera Canon hasever created. The newly redesigned 10.1-megapixel EOS 40D lets photographers take the next leapforward, with its DiG!C III Image Processor and 6.5 frames-per-second shooting. Along with theexceptional EOS-1D Mark III with its blazingly fast 10.5 frames-per-second shooting and 10.1-megapixelCMOS sensor, Canon makes the creative process easy, rewarding and, most important, inspiring.To get more inspired about the Canon EOS system, go to: Enter the “Why Do You Love Football” Photo Contest at for a chance to win a trip to Super Bowl XLII. Contest ends 12/2/07. ©2007 Canon U.S.A., Inc. Canon, EOS and DiG!C are registered trademarks of Canon Inc. in the United States. IMAGEANYWARE is a trademark of Canon. All rights reserved.
  13. 13. CONTACT SHEET What’s New, Events, Hot Products, Great Ideas, Etc.©Greg Sims Let’s getdigital PIX Digital Imaging Contest Thirteen highlights 2007’s best ©Michel Tcherevkoff 18 •
  14. 14. ©Sean TeegardenSponsored by Photo District News magazine,the annual PIX Digital Imaging Contest recog-nizes special achievement in digital photogra-phy in several categories. Winning images aredetermined not only by the technical profi-ciency they reflect, but also by such universalphotographic principles as imagination, visionand collaborative effort. The PIX contest isan opportunity to acknowledge the digitaltechs, CGI artists, retouchers and otherdigital artists who labor behind the scenes. The first place winners of PIX DigitalImaging Contest Thirteen are, by category: Advertising Campaign: Hasnain Dattuand Stephen Cribben for their collaborationon “We See What Most Don’t,” a campaignfor the Salvation Army. Portraits/Celebs/Music: Michael O’Brienfor the “Tom Waits Series,” depicting themusician in a variety of scenes for his newalbum, “Orphans.” Travel/Lifestyle: Tony Gale for “Night,”nightscapes of public recreation spaces shoton film then scanned for digital editing. Fashion/Beauty: Michel Tcherevkoff for“Shoe Fleur,” a collection of shoes and acces-sories made entirely from botanical elements. Personal Work: Jim McHugh for the“Hotel Series,” a project inspired by thepreservation of Los Angeles buildings. New Talent: Sean Teegarden for “TrueCharacter,” a portrait series in whichTeegarden made the distinguishingcharacteristics—what some would callflaws—of his subjects vividly apparent. The PIX contest judges were Brian Stormof MediaStorm; Dave Lewis of FallonWorldwide; Marin Preske of Surface magazine;Katrin Eismann, digital photography authorand instructor at the School of Visual Arts;and Martin Bols of [zerone] Photo Retouching. Opposite page, top and left: Greg Sims "Lemonade Stand," was merited in the Advertising category.For more information on the awards, visit Michel Tcherevkoffs "Shoe Fleur," was First in Fashion/Beauty. Above: Sean Teegardens " Character" series was first in New Talent. January 2008 • Professional Photographer • 19
  15. 15. CONTACT SHEET equivalent of a 2007 Jeep Wrangler Sahara. Sweepstakes winner Hicks Studio participated in the national sweepstakes by joining the PPA/SEP Sweep- PPA and SEP members-only Sweepstakes Marketing Co-op pays off stakes Marketing Cooperative member program. Along with the Graduate in the Roman Cooper from Saginaw, Mich., is the first Society of Sport & Event Photographers (SEP). Driver’s Seat Sweepstakes, PPA and SEP winner of the 2007 Graduate in the Driver’s Cooper entered the sweepstakes at Hicks also sponsored two more give-aways, the Seat Sweepstakes, sponsored by Professional Studio of Saginaw, owned by Randall Family Destination: Disney Sweepstakes and Photographers of America (PPA) and the Tucker, CPP. He chose to take home the cash Escape to Paradise Cruise Sweepstakes. The winners of both will be announced this month. This exclusive new member-only benefit enables photographers to participate in a profit-building sweepstakes promotion with high-value prizes that they couldn’t offer on their own. PPA and SEP members can still join the 2008 Sweepstakes Marketing co-op and give their own clients the chance to win fabulous prizes. Find out more at Imaging USA in Tampa, Fla., January 6-8, or online at 22 •
  16. 16. 2007 No other software will improve your sales and streamline your workflow faster than ProSelect Browser Ordering System Slideshow Composite Designer Proofing Tool Book Designer Sell Wall Portraits Photoshop Integration Production System Lightroom Integration and much more...Æ “ProSelect is the single most powerful selling tool for portraits. It will increase your profits dramatically!” - Jerry Ghionis Sell Collages TRY FREE “It’s the cleanest, coolest, simplest tool you’re ever going to Download your use. You will love it.” - Sandy Puc TODAY free 30 day trial from our web site “We switched to ProSelect and haven’t looked back. Our first order using ProSelect was fantastic.” - Ralph RomagueraImages courtesy of Jerry Ghionis Sell Albums See us at IMAGING USA BOOTH # 317 TECHNOLOGY MEETS TALENT Free Trial Work ow Ef ciency Software for Professional Photographers Downloads NEW! Royalty-free Music Created for Portrait and Wedding Studios Perfect for ProSelect! Nichols - Walden - Eastway - Sallee - Yancy workflow palettes for efficiency and training
  17. 17. No digital SLR on the planet could take this shot. So we built one.©2007 Nikon Inc.
  18. 18. See more of Sandro’s awe-inspiring D3™ images at Int’l Raceway. Dusk. Turn 8. 1/5000 of a sec. f/4 at 6400 ISO. NIKKOR® 14-24mm f/2.8 Lens. For more on the Nikon® D3, turn the page.
  19. 19. Stunningly advanced 12.1 megapixel FX-format CMOS sensor. Stunningly fast 9 fps at full FX resolution. Stunningly low noise even at ISO 6400. Stunningly sharp edge- to-edge image performance. The revolutionary new Nikon® D3™ will change the way you shoot sports or action of any kind. Never again will you have to choose between blazing speed or brilliant image quality, particularly in low light situations. To learn more about how the Nikon D3 captures what other pro-digital SLRs cannot, go to Nikon D3 is here. Do the undoable.
  20. 20. CONTACT SHEET ©Gruber Photographers Candid camera Capturing the moment she says, “Yes.” BY LORNA GENTRY Nearly every aspect of the digital generation’s reaction. In a trend that’s picking up traction, lives is online, in photographs, and fair game photographers are documenting couples’ —even the typically private moment between lives from “Will you marry me?” to “I do.” couples when marriage is proposed. Would-be New York wedding photographer Terry grooms are hiring professional photographers deRoy Gruber, who photographed the wedding to secretly photograph them on bended knee of Michael Douglas and Catherine Zeta-Jones, popping the question to their unsuspecting girl- is in the vanguard of pre-engagement photogra- friends, who also have no idea a lens is trained phy. Since 1999 Gruber has been all over on their priceless (and, hopefully, positive) Manhattan covertly photographing proposals from Central Park to rooftops and the BrooklynPhoto by Casey Fatchett Bridge. “Public places are often best, but there is always the chance that someone will walk in front of the camera at ‘the moment’ and obscure the view. We do the best we can, but when we’re in a public spot we can’t control everything.” It’s a bit easier to pull off paparazzi photography in a restaurant, he says. For outdoor proposals, Casey Fatchett, also a New York wedding photographer, recommends daylight or at least a well-lit area. “I once had a client who took his girlfriend to Columbus Circle to propose,” he says. “I text messaged him to move her uses Rolleiflexes, 35mm film and digital closer to the fountain where the light was cameras with 200-400mm lenses, and better. As we messaged back and forth, he Widelux panoramic cameras “in order to told her he was he was messaging for work, give a sense of setting,” he says. If Casey but afterward she said she was beginning to Fatchett is trying to blend into a crowd, he wonder if there was another woman.” uses either a 70-200mm f/2.8 lens or a 28- Price depends on the arrangements, which 105mm f/2.8 lens on his digital camera. can range from a photographer simply dressed One of Fatchett’s ruses is pretending to be a as a tourist with a camera to elaborately con- street photographer at a predetermined loca- cocted pretexts. Terry Gruber has hired people tion. “It helps that I came to New York to be to pretend to pose with their dogs in Central an actor,” he says. “This type of photography Park for a photographer who is actually let’s you live out a spy fantasy, following people shooting over their shoulder to capture the around paparazzi-esque, shooting out windows proposal-in-progress behind them. “It’s a bit and taxis. It’s fun and it’s always different.” like a duck blind,” he says. For about an hour’s To see more of Terry deRoy Gruber’s photogra- time, Gruber charges $750 and up, and phy, visit To Casey Fatchett’s prices begin at $295. Each see more of Casey Fatchett’s photography photographer books about a dozen a year. visit Equipment depends on the job. Gruber Lorna Gentry is a freelance writer in Atlanta. January 2008 • Professional Photographer • 27
  21. 21. Pages an enormously influential photographer and teacher, captures the jingoism of America in 1947, Magnum Photos has chronicled the major events and personalities that shapeA survey of photo books the 1970s through a wide-angle lens. our time. This massive tome of more than Crowds of spectators at sporting events form 400 photographs marks Magnum’s sixtiethRob Gardiner, editor of the online PhotoBook eerie evidence of a nation embroiled in war. anniversary. True to its cooperative heart,Guide (, cites five “Magnum Magnum,” edited by Brigitte each Magnum photographer has featurednoteworthy books on photography rolling Lardinois (Thames and Hudson, $225). Since the work of another of its 69 the presses this month. “The Brown Sisters: Thirty-three Years,”by Nicholas Nixon (The Museum of ModernArt, $34.95). For each of the last 33 years Diver rescues laptop from Amazon.Nicholas Nixon has photographed a group por- DriveSavers rescues data from laptop.trait of his wife and her three sisters. This book Piranhas go hungry.presents all 33 portraits, including eight takensince the out-of-print 1999 edition. To witnessthe progression of these portraits, throughmarriages and pregnancies, is to encounter thecourage and dedication of family experience. “Vinter,” by Lars Tunbjörk (Steidl/ SwedishBooks, $50). Lars Tunbjörks latest fascinating We can save it!exploits find him traveling through the cold, What’s the number one fear of professionaldark aura of a northern Scandinavian winter. photographers around the world? The unexpected, suddenThese bittersweet scenes will echo with loss of irreplaceable images due to a crashed or damagedreaders everywhere. camera, computer or other digital device. “This is War!: Robert Capa Photographs DriveSavers understands, and we know how to help.1936–1945 (Steidl, $74). Robert Capa captured We’ve recovered more data for photographers and otherphotos of destruction and liberation that havebecome icons of war. This book takes a detailed creative professionals than any other company in the world.look at many of those famous images, including We offer special benefits to PPA members plus freethe “Falling Soldier” and D-Day invasion, return shipping and direct access to our data recoveryusing historical documents to illustrate the engineers. And, if we don’t retrieve the data, you don’t pay.stories behind both Capa and his photographs. So, what’s our advice for getting rid of that fear? “American Sports, 1970: Or How We Easy. Back up today...or call us tomorrow.Spent the War in Vietnam,” by Tod Papageorge(Aperture). This photo book by Tod Papageorge, 800.440.1904 ©2007 DriveSavers, Inc. DriveSavers Data Recovery, We can save it! and the life-ring logo are registered trademarks of DriveSavers, Inc. January 2008 • Professional Photographer • 29
  22. 22. Listening. Creating.Albums High-End Cards Gallery Wraps“ albums have superior print “Uniquely “Extraordinary is the best way I can quality, the ordering process is effortless, beautiful, describe’s gallery wrap and the customer service is above high-class, line. I have several gallery wraps exceptional. However, the basis of my and extremely displayed at my studio, and my clients choice doesn’t do the product justice professional are love them. Not only do these products until seeing it first-hand. Plus, the all phrases my sell themselves, but’s lab feedback from my studios’ clients is clients use to turns them around quickly, their phenomenal! With an abundance of describe specialists go above and beyond to attractive and vibrant leather color’s help you, and’s print quality choices available for covers, my clients high-end cards. is first class. always find the perfect fit for their Adding this has album. As the owner of three busy product to my studio’s line couldn’t have exceeded my studios, I’d like to thank been a more profitable choice. Not only clients and my albums for taking has it greatly increased my bookings, expectations yet another but it has increased the appreciation once again!” product to the and the quality of my work. There isn’t Dan Doke next level. ” another card product that comes close Daniel Doke Julie Madison to this innovative, personal product line.” Photography Artistic Imaging DeeDee Dallas Boston Las Vegas D2 Photography Riverside, CA
  23. 23. 30% OFF STUDIO SAMPLESInnovating. is the proud partner of over 10,000 studios across the U.S. Press Printed Books Professional Printing Check out’s “’s “Competition is intense. I am always comprehensive product line at press printed looking for tools to keep me one step book collection is ahead of the game, and collagesColorTM a key part of our provides me with a total workflow Contact Customer Service at studio’s high-end solution that does just that. My clients (877) 638-7468 or product line. The are beyond pleased with the simple hard cover, hand- viewing and ordering process, and I sewn books are know I can place total trust with very popular to handle my clients’ needs. with both our collagesColorTM wedding and delivers unsur- portrait clients. passed results, The variety of sizes, colors, and templates freeing up my allow us to create everything from proof studio time to be books to customized books. more focused on Brittany and Eric Hanson the creative aspect BLR Life Photography of my business.” Las Vegas Brett Chisholm Brett Chisholm Photography Houston ©2008 Inc. All rights reserved. Photos are ©2008 of their respective photographers.
  24. 24. CONTACT SHEET Your Web site is often a clients first What makes a photography Web site great? impression. You need a distinct brand identity, as John Sibiliskis site illustrates (left). 5 important content and design basics BY TRICIA GELLMAN HOLMES A great Web site is one that gets you the quality and quantity of work that you want. In the current age of technology, a high-quality portfolio Web site is essential for a professional photographer because in many cases, your Web site is also your potential clients’ first impression of you and your work. The first and arguably most important aspect of your site are the images—make sure they load quickly and are displayed large. Beyond your imagery, here are five key components: unique and consistent branding, easy to use navigation, updated content, search engine optimization and clear, easy to find contact information. All of these contribute to ensuring your Web site is working to market your business. 1. A distinct and consistent brand identity. Your Web site is a primary means to establish your brand and distinguish yourself. Through the selection of your images, use of color, typography, logos and graphics, and even music, you have the opportunity to create your own unique brand. Consistent branding throughout your site shows the attention to detail and the level of professionalism you bring to your business. In the worlds of portrait and wedding photography, your personality—and that of your brand—may be as important as your images to your potential client’s decision. Customers often look for a brand and images that they connect with on an emotional level. 2. Intuitive navigation. Navigating your site shouldn’t be a challenge. An intuitive navigation scheme helps visitors explore your site without experiencing frustration. With a glance they should understand how to navigate your site and access the content 32 •
  25. 25. they want to see. Your choice of readable e-mail or a request for more information, so the amount of business you generate whilefonts is also key to ease of navigation. it’s easy for potential clients to get in touch giving you more time and energy to spendOrnate or highly stylized fonts should be with you. on your work.used very selectively. Clearly identified menu Features such as these add value to your Tricia Gellman Holmes is vice president ofitems enable visitors to quickly find the site and make it a resource for clients and marketing for liveBooks, a provider of cus-pages they are most interested in. Easy-to- potential clients. A well-designed and easy- tomized portfolio Web sites and marketingnavigate portfolios make visitors want to to-use Web site will dramatically increase software for professional photographers.explore them fully. The right navigationmakes your Web site inviting and willincrease the amount of content potentialclients view. 3. Updated content. Keep it fresh. A Website that changes regularly provides anincentive for visitors to come back again. Asite that is frequently refreshed tellsprospective clients that you are actively Introducing the new QUANTUM TURBO SC–Slim,working and also technically astute. And Compact Turbo Power for Flash.having a Web site solution that allows for Weighs a mere 15 oz.!easy updating without complicatedprogramming is key to keeping your Web Incorporates state-of-the-art NiMH cell technology for high capacity output and faster current without taking away from your Provides up to 225 full-power Qflashes or 400 shoe mount flashes on atime to shoot. single charge! 4. Image size and download speed. Your Charges in 1.5 - 2 hrs. using its standard (100–240 VAC) charger. Computerized "Fuel Gauge" displays power remaining and charging progress.Web site should showcase your work first Compatible with all Quantum "C" and "CC-Series" flash cords.and foremost, not distract people from it.Let your images take up most of the viewingarea so the rest of your Web site design isn’tcompeting for attention. Faster downloadspeed helps visitors have a better experienceoverall. Finding the right balance betweenhigh quality and low file size is essential.Too far in one direction and your photoswill appear slowly on a visitors’ screen, andtoo far in the other gets you fast-loadingphotos that don’t reflect the quality ofyour work. 5. Clear contact information. A clearcontact page is one of the easiest ways toincrease business. Make sure that aftervisitors have explored your Web site theyhave an easy way to become your clients.Have a page where visitors can find outwhere you are located and access yourcontact information, including your address,phone number, and e-mail address. Makethe page clickable with hot links to your Call 631-656-7400, visit or your professional photo dealer for more information. January 2008 • Professional Photographer • 33
  26. 26. Photography by Gregory Heisler.
  27. 27. Beautiful. Introducing the all new Epson Stylus® Pro Series. Redefining the perfect print. Your image is a thing of beauty. With an Epson Stylus Pro printer, that’s exactly how the world will see it. Especially since Stylus Pro printers from 17 to 64 inches now feature Epson UltraChrome K3™ with Vivid Magenta ink for a wider color gamut, plus new, advanced MicroPiezo® print heads that dramatically improve image quality. Not to mention AccuPhoto™ HD Screening Technology for even sharper images. The result: extraordinary prints. That’s the beauty of it. To learn more about Epson Stylus Pro Series printers, visit Epson Stylus Pro 4880, 7880, 9880 and 11880Epson, Epson Stylus, Epson Exceed Your Vision, Epson UltraChrome K3 and MicroPiezo are trademarks/registered trademarks of Seiko Epson Corporation. AccuPhoto is a registered trademark of Epson America, Inc. Copyright 2007 Epson America, Inc.
  28. 28. Professional Photographer P R E S E N T S Business, Marketing and Sales StrategiesWhat I thinkFrank Cricchio prioritizedprofessionalism for 50 yearsWhat advice would you give to someone who is justbeginning in the photography business? Know thetechnical skills that enable you to give your client thebest product in the industry. Having technical skillsenables you to go further with your artistic vision.What’s the biggest business risk you’ve evertaken? My biggest risk was embracing colorphotography when we had only black and white.Families wanted matching images of theirchildren, and black and white mixed with colorimages was not acceptable.What do you consider your big break—the turningpoint? The introduction of color photography in1958. Before color photography, the old masterskept their quality processes secret and did not sharewith others. When color photography was introduced,everyone was on a level playing field. All of us hadto start from step one to learn color, fromprocessing to the art of using color in an image.What’s the secret to running a successful photogra-phy business? The secret to any personal servicebusiness is to care more about your customers’needs than your profits. You must become involvedin your community. Your professional image shouldbe impeccable. You should always dress profes-sionally and behave professionally. When the phonerings, always answer it with a smile in your voice.IMAGE BY FRANK CRICCHIOWWW.FRANKCRICCHIO.COM January 2008 • Professional Photographer • 37
  29. 29. TM THE JOY OF MARKETING S A R A H P E T T Y, C P P To be successful in business, you must do things that give you visibility and build your brand all year long. To be a leader in your market requires doing even more, things Successful studio events can generate buzz, that knock the socks off clients and prospects. heighten visibility and build brand for your Once a year, every business should throw an business. Here are 12 tips for a great party. event that creates massive buzz. Think of it as a party to celebrate your clients. Host with The event must be exciting, enticing and inspiring. People don’t want to come to your business to hear a sales pitch, they want to the most be stimulated. Now’s your opportunity to wow them with your creativity. One of the best reasons to host an event is to bring in people during a slow time, 12 IDEAS FOR THROWING AN ANNUAL EVENT which often for photography studios is the first quarter of the year. You can use an eventAll photos ©Vicki Taufer not only to create buzz, but also to book sessions during typical lulls. When it comes to having successful events, Vicki Taufer, M.Photog., CPP, and husband Jed Taufer, owners of VGallery in Morton, Ill., are some of the best. VGallery has had a Girls Night Out event every winter for eight years. They invite vendors who appeal to women or who have a unique product to set up in their studio during the event. They give each attendee a gift bag stuffed full of goodies from these companies—really great goodies like product samples, not just coupons. Known for putting on events worth going to, the Taufers launched another successful event, Dog (and Cat) Days of Summer. Promoted solely with an e-mail blast, the event was fully booked in 24 hours. The 30 to 40 animals they’d planned to photograph grew to 120. The event’s sales were fantastic, and as part of the promotion, raised enough money to contribute 125 bags of pet food to Vicki and Jed Taufers Dog (and Cat) Days of Summer event generated a fantastic response and great press for Vgallery and animal charities. 38 •
  30. 30. animal charities. Three newspapers covered time you can go crazy with fresh looks, butthe event, and one quoted Vicki Taufer: “We the theme should be consistent with yourhave run specials for children over the years identity. Whatever the look, do not tamperand have never seen a response like this. with your logo.People love their children, but they must POLISH YOUR STUDIO like never before.really love their pets.” The event generated Repair any nicks and get rid of anythingboth buzz and revenue, and positioned unattractive or dated. Give the place a freshVGallery in a segment of the market they coat of paint. When I worked at an advertisinghad not yet tapped, pet photography. agency, a client company rebuilt the front Hosting an event can be stressful when room displays in its hair salon and day spayou’re new at it. I hope these tips from my every six to eight weeks. Our clients knew itown experience will help you create a would increase sales of add-on productssmashing success. because it was timed with the visiting cycle of SELECT A THEME. Whether it’s a playful the typical customer, so she’d see somethingtagline or an extravagant design, your event new every time she came, yet would still feel atneeds consistency. Use the same theme and home there. Photographers should reenergizedesign elements on the invitations, signage,nametags, packaging, ads and anything elseyou use to promote this event. This is one A great goodie bag goes a long way in creating buzz. Carbon Fiber + G-Lock Tripods Gitzo takes carbon fiber to the next level • 30% lighter weight The most advanced carbon tubes maximize vibration absorption, stability and weight to strength ratio • 20% higher load capacity New patented G-Lock gravity lock system increases rigidity, is faster to operate and resistant to water, dust and dirt • Low level shooting with the included Ground Level Set the center column can be removed completely for macro photography • Lifetime Warranty European innovation and manufacture with full US support and service • Selection of 24 tripods Full range based on weight and height preferences "I have taken my Gitzo tripods around the world numerous times and into extreme environments for my project LIFE: A Journey Through Time. It has taken six years to complete but the project is now a book, an exhibit, and a live music performance -- and the tripods still function as well as ever." Frans Lanting Frans Lanting, one of the worlds premier nature and wildlife photographers. Learn more about his work at and read about the LIFE project at To locate a Gitzo 5 Star Dealer with products on display and in stock go2 Gitzo US subsidiary: Bogen Imaging Inc. 201 818 9500 January 2008 • Professional Photographer • 39
  31. 31. TM THE JOY OF MARKETING their studio at least once a year, and having It’s a wonderful feeling to help others and it PROVIDE A GUESTBOOK. Your database an event with lots of “guests” is a great creates goodwill in the community. is one of your most important assets. Make sure motivator to do it. INTRODUCE SOMETHING NEW. People you capture the names of everyone attending TIE-IN WITH A CHARITABLE CAUSE. look to you as a leader in style and design. They your event and add the newcomers to your We always find a way to generate funds for a want to see what’s fabulous and new. Maybe database. You can also collect new names charity we believe in. For example, we can con- it’s a canvas gallery wrap framed with stirring and updates with register-to-win studio gift tribute the event’s session fees to the charity words, or a line of custom art books, or a certificates. You could have people register and say so in our promotions. Clients get both new metallic media or a unique frame. New to win a television set or other unrelated a tangible product and emotional satisfaction. products plant seeds for future session sales. prizes, but you gain an opportunity for additional sales if the reward is a sitting. OFFER BEVERAGES AND ENTICING SNACKS. Pastries, hors d’oeuvres, soda and even adult beverages for evening events can stimulate conversations and make people comfortable in your setting. Make sure the time of your event accommodates different lifestyles. Stay-at-home moms are usually Color scheme and design should be fresh and suit the theme, but still consistent with your studios brand and identity.THERE’S ALWAYS A REASON TO HAVE A PARTYIf you’ve recently changed the name or framing and in-home design and more. see how to decorate with artful portraits oflogo of your business, an event is an Events bring traffic during slow times. one’s family. Right before Christmas, Iopportunity to keep people attached to Planning an event allows you to be hosted a holiday open house at my home.your brand. When you make major proactive and boosts the cash flow. Welcoming my best clients into my homechanges to your business, people want to Generating money for a favorite charity strengthened the bond between us.know that they are positive changes. not only feels good, but also makes people If you are expanding your services, If you just opened your first retail feel good about you. It would be hard for an event can be a catalyst for space, have expanded or changed many of us to donate $2,500 to a charity For example, if you are starting to offerlocation, everybody is curious to see your out of our own pocket, but if we can do it senior photography, plan somethingnew space. Make every detail perfect and through our business, how wonderful is that! exciting to get seniors to come seecelebrate with everyone you know. When you want to overcome objections, your cool space. If you transition from proofs to projec- an event can be the solution. Have you ever Even if you don’t have a specifiction, an event can help educate clients on heard, “We don’t want our home to be a reason to stage an event, throw a funhow it benefits them. Set up a projector shrine to our kids.”? Because my clients party and hang out with the people whoand show large images with music. It will purchase large wall portraits, they sometimes love your photography the most. Makegive you a chance to explain how you can have concerns that they’ll run out of space. hosting an event a goal for your businessshoot more, how you can help them with I want them to come to my own home and in the new year. 40 •
  32. 32. available until the kids get home from but on the day of the event, take the time to that might be taking place at the same timeschool, and working parents like to come make phone calls to the targeted reporters as yours. Remember that events typicallyright after work. Yes, 10 a.m. until 7 p.m. is at the newspaper and television stations. grow each year, so don’t get frustrated if youa long time, but heck, you’ve done all the One thing about events: there are no don’t have a huge turnout for your first. Onwork, the more the merrier. guarantees, warns Vicki Taufer. “You can’t the other hand, we know photographers who’ve FREE GIFT FOR EVERYONE. I strongly control things like weather or other events had 400 people at their first event.” Iadvise studios to invest in an impressivepromotional item. Coffee mugs and pens justdon’t cut it anymore. I have given offset-printed custom calendars housed in CDjewel cases. Twelve sheets of paper fit nicely;turn over the calendar and there’s a secondyear. Our art will be sitting in front of theclient for two years after the event. At theDog Days of Summer, VGallery gave visitorsgift bags donated by a local bakery holdingcustom-made VGallery dog biscuits. BE GENEROUS. We produce hundredsmore calendars than we’ll need for the event.I give several copies to everyone whose childwas featured in it—we like to use some ofour best clients as models—and they delightin passing them along to friends. PROSPECT FOR NEW CLIENTS. Targetads and announcements at select neighbor-hoods, groups or organizations to stir upnew business. CONSIDER CO-MARKETING. For example,if you specialize in children’s photography,you could photograph select clients of children’sclothing shops in town and display them ina unique way during your event. Buildgoodwill with the store by inviting everyoneon the clothing store’s mailing list. INVITE FRIENDS AND FAMILY. It’s smartto invite the people who care about you. It helpsfill your studio, which makes it seem moreexciting, and because they want to see yousucceed, they’re some of your best salespeople. GENERATE PUBLICITY AND MAXIMIZEEXPOSURE. Because you’re generatingmoney for chairty, your event is newsworthy.Not only should you send a press release, January 2008 • Professional Photographer • 41
  33. 33. PROFIT CENTER S A R A F R A N C E S , M . P H O T O G .C R . The boutique photographer, a franchise of one Finding the boutique client ©Eddie Tapp The clients we desire want to know the spirit of the people they work with, so we post photos of ourselves on our Web site doing all kinds of jobs. The boutique model is an appearance business, and everything about us is critical as a sales tool. This is the first in a year-long for a valuable commercial relationship. The series about the boutique studio business budget was small, but the request for “nothing model. The series will appear in the Web special, just photos” looked easy and profitable. Exclusives section at But it took 60 days to close the deal, the retainer check bounced, as did the final payment, and Where can you find the clients for fine com- a huge snowstorm almost doubled the time we missioned photography who won’t be spent on the job. Group photos for 20 disinte- stricken with sticker shock? Demographic grated into chaos, as some 50 people milled information alone won’t help you. We’ve all around with pre-dinner drinks, getting in the experienced the low-income wedding client way and distracting the subjects. These were who pays cash for the most expensive package not the clients for my studio. The boutique and the Lexus-driving bride who values photographer deals with relatively few clients status more than high-quality photography. a year, so he has to recognize and turn down As for party consultants, an obvious referral the uncommitted client. source, they often expect a sizable commis- We recently had the privilege of photo- sion and listing fees as well. graphing a couple at their country club wed- A boutique cannot afford to work with ding. All the decision-making parties came unprofitable, time-consuming clients. The to the studio for the first consultation. They wrong client can even damage your business judged the quality of our product based on reputation. Last year, to fill a post-Christmas their appreciation of fine arts and our willing- lull, I took on a bat mitzvah hosted by the owner ness to brainstorm special ways to approach of a public relations firm. I saw the potential their needs. It was unnecessary to educate them42 •
  34. 34. on the fine points that make our studio differ- and a word-for-word script to close the sale. state who you are, what services and productsent. They booked a $20,000 still and video After the first few meetings, I began to get you offer and how you want to limit jobs andpackage on the spot. It’s been a joy to work it. Within a structured guideline for building services in the future, your goals in regard towith them as the job progresses. It’s worth a client relationship, there’s plenty of room to your age and experience, your family life, andthe extra effort to find a handful of such clients! be creative yet make high sales. It’s all about whether you’re a long-time pro like me, or an One way to simplify your search for the right trust. Recently four different clients voiced that eager newcomer. A startup boutique ownerclient is to hire a professional coach or advisor, exact word; they trusted me to design photo- might have an easier time self-profilingwho can help you formulate a step-by-step graphs and albums for them, for more than because you can begin fresh. The demo-playbook, a guide that defines the desired $15,000 each. With that I knew my invest- graphics of your area have a lot to do withclient, helps you find her, leads you through ment in a professional coach had paid off. the feasibility of your plan. Your coachselling and contracts, and helps you close at There’s a subtle difference between a busi- should make sure you’re in the right arena.least seven out of 10 prospects. A proficient ness consultant, who helps to define a market, Profile your client. Your “franchise of one”coach is worth far more than the investment. suggest operation and sales strategies, and a needs to know the buying habits of the desired After more than three decades in business, business coach, who focuses on the principals client, where she lives, her social pursuits, herI didn’t think I needed a professional business of the company and their personal goals and family involvement. Analyze your best clientsconsultant, even though I wasn’t reaching strategies. I’m using the term “coach” to signify and note what they have in common. Whenenough of the right boutique clients. Then I either one, but ask the professional you’re you know what led them to select you, youmet Rick Skurla. He was the right person to interviewing which one he considers himself have a treasure map to lucrative clients. Theanalyze my business from the outside, help to be. When choosing, consider these factors: more detailed the map, the develop a consistent sales presentation Profile you and your market. First, honestly Attract and book prospects. For boutique January 2008 • Professional Photographer • 43