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Professional photographer 2008 04

  1. 1. APRIL 2008 | WWW.PPMAG.COM | $4.95 ©Allison Rodgers Photography
  2. 2. Manfrotto. 100% Carbon Fiber.Enough said. Up to $50 Rebate on Manfrotto! For details, go to To locate a Manfrotto dealer with products on display and in stock Go2 100% carbon fiber tubes Manfrotto US subsidiary: Bogen Imaging Inc. 201 818 9500 Magnesium die castings Quick central column system
  3. 3. CONTENTS PROFESSIONAL PHOTOGRAPHER | APRIL 2008Features86 DESIGNING DUO Allison & Jeff Rodgers bring ad agency service to studio clients by Jeff Kent94 BRILLIANT A glittering gallery by the Diamond Photographers of the Year by Jeff Kent66 PORTRAITS: JOY RIDE Michael Gan & Leslie Artis-Gan: It’s a pleasure to be creative for a living by Stephanie Boozer72 PORTRAITS: BOLD BLACK AND WHITE Portraitist Kerry Brett brands her distinctive style by Lorna Gentry82 PORTRAITS: CLASSIC BEAUTY Portraitist Tim Kelly shares the secrets of his success by Lorna Gentry IMAGE BY ALLISON RODGERS PHOTOGRAPHY
  4. 4. CONTENTS 14 FOLIO 106 CALENDAR 111 PPA TODAY 130 GOOD WORKS PROFESSIONAL PHOTOGRAPHER | APRIL 2008 | WWW.PPMAG.COM©Kerry Brett Departments C O N TA C T S H E E T 20 Eye of the storm: Jim Reed 22 Chris Lommel’s Greenspace 26 Copyright help is a click away by Maureen Cogan 28 Led by passion by David McKay PROFIT CENTER 33 What I think: Allison Rodgers 36 Web sites: Online & on your mind by Angela Wijesinghe 40 Web sites: Tap the power by Kammy Thurman 44 The joy of marketing: Stay true by Sarah Petty THE GOODS 49 What I like: Julia Gerace 52 Pro review: Canon imagePROGRAF iPF6100 by Ellis Vener 56 Labs: Spring tryouts by Joan Sherwood 62 Photoshop and Lightroom: What’s the difference? Part II by Andrew Rodney72 ON THE COVER: Kit and Alicia Teeter instructed Allison Rodgers to capture the true nature of their 5-year-old twins Cassie and Kinsey and their 3-year- old sister, Kyleigh. Our cover image, captured with the Canon EOS 5D and a 24-70mm 2.8L lens, was one of nine images that Allison and Jeff Rodgers Portrait artist and Improper Bostonian photographer Kerry Brett loves designed to go in the Teeter’s home as a grouping. Rodgers recalls, “So many expressions, so many a challenge. Whether it’s time restraints with celebrity clients or having too little space to moods. This image captures just one second in the life of the Teeter girls.” Read more about Allison work in, creative problem solving heightens her delight in photography. Rodgers Photography in our feature on page 86. 6 •
  5. 5. Our Product Development Team… is Your Product Development Team! _What happens when you ask a group of nine fun, creative, and innovative women todesign a comprehensive product line for professional photographers?They develop a beautiful, elegant, high-quality product collection that fits the product needs of every wedding andportrait studio. Learn more about the products and how these women used the highest quality materials, the hottestcolors, and the most innovative design to create five best-in-class product lines at www. | 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 Erik Matey.
  6. 6. Mind. Body.
  7. 7. Photography.A Picture-Perfect Relationship
  8. 8. P ROF E S S I ONA LEDITORIAL director of publications CAMERON BISHOPP senior editor art director/production manager JOAN SHERWOOD DEBBIE TODD Investigative reporting features editor LESLIE HUNT manager, publications and sales/strategic alliances KARISA GILMER THE VALUE OF A GOOD Q&A SESSION editor-at-large sales and marketing assistant What a client wants and what a client says she wants can be two JEFF KENT CHERYL PEARSON different things. technical editors In journalism, there are fundamental questions every story is ANDREW RODNEY, ELLIS VENER supposed to answer: who, what, when, where, why and how. If the director of sales and strategic alliances reporter can elicit the answers to these six questions, he’s armed SCOTT HERSH, 610-966-2466, with the facts he needs to write the full story. western region ad manager BART ENGELS, 847-854-8182, The idea of a thorough question-and-answer session applies to eastern region ad manager portrait photographers as well, at least those interested in SHELLIE JOHNSON, 404-522-8600, x279, circulation consultant maximizing every sale. MOLLIE O’SHEA, Most clients aren’t familiar with the dramatic strides in por- editorial offices Professional Photographer trait-making in the last few years, and the plethora of new media 229 Peachtree Street NE, Suite 2200, Atlanta, GA 30303-1608 U.S.A. and photo products now available. They need the photographer’s 404-522-8600; FAX: 404-614-6406 Professional Photographer (ISSN 1528-5286) is published monthly expertise to walk them through the selections. To provide true subscriptions counsel, you have to know not only what the client wants, Professional Photographer P.O. Box 2035, Skokie, IL 60076; 800-742-7468; but what he really needs. You have to put on your reporter’s cap FAX 404-614-6406; email:; Web site: and find out. member services PPA - Professional Photographer “When clients come in, I ask a thousand questions about who 800-786-6277; FAX 301-953-2838; e-mail:; they are and what they’re looking for,” says Allison Rodgers, who, Send all advertising materials to: Debbie Todd, Professional Photographer, 5431 E. Garnet, Mesa, AZ 85206; 480-807-4391; FAX: 480-807-4509 along with her husband, Jeff, runs a successful studio in Olive, Miss. Subscription rates/information: U.S.: $27, one year; $45, two years; “I want to see the color palette of their house, the layout, the style. $66, three years. Canada: $43, one year; $73, two years; $108, three years. International: $39.95, one year digital subscription. We look into all of these elements so that we can provide a solution Back issues/Single copies $7 U.S.; $10 Canada; $15 International. that fits them.” PPA membership includes $13.50 annual subscription. Subscription orders/changes: Send to Professional Photographer, Attn: Circulation The Rodgers, profiled on p. 86, are both former art directors, Dept., P.O. Box 2035, Skokie, IL 60076; 800-742-7468; and accustomed to demanding corporate clients. Their experience FAX 404-614-6406; email:; Web site: Periodicals postage paid in Atlanta, Ga., and additional mailing offices. in the rough-and-tumble advertising world taught them how to Postmaster: Send address changes to Professional Photographer magazine, anticipate their clients’ requirements. P.O. Box 2035, Skokie, IL 60076 Copyright 2008, PPA Publications & Events, Inc. Printed in U.S.A. In the end, says Allison, “It’s about helping people understand Article reprints: Contact Professional Photographer reprint coordinator at what they need.” And isn’t that the most effective sales strategy Wrights’s Reprints; 1-877-652-5295. Microfilm copies: University Microfilms International, there is? � 300 North Zeeb Road, Ann Arbor, MI 48106 Professional Photographer (ISSN 1528-5286) is published monthly for $27 per year by PPA Publications and Events, Inc., 229 Peachtree Street, NE, Suite 2200, International Tower, Atlanta, Cameron Bishopp GA 30303-1608. Periodicals postage paid at Atlanta, Ga., and additional mailing offices. 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 Director of Publications 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 •
  9. 9. Three amazing cameras designed to inspire. Starting with the powerful EOS-1Ds Mark III. With a 21.1-megapixelfull-frame CMOS sensor, dual DiG!C III Image Processors, and a 3-inch LCD monitor, it’s far and away the most remarkablecamera Canon has ever created. The innovative, feature-filled 10.1-megapixel EOS 40D letsphotographers take the next leap forward, with its DiG!C III Image Processor and 6.5 frames-per-second shooting. Along with the exceptional EOS-1D Mark III with its blazingly fast 10.5frames-per-second shooting and 10.1-megapixel CMOS sensor, Canon makes the creativeprocess easy, rewarding and, most important, inspiring.To get more inspired about the Canon EOS system, go to: ©2008 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.
  10. 10. chairman of the board DOUG BOX DANA GROVES *JACK REZNICKI M.Photog.Cr., API Director of Marketing & Cr.Photog., Hon.M.Photog., API Communications DON MACGREGORProfessional Photographers directors M.Photog.Cr., API SCOTT HERSHof America DON DICKSON Director of Sales &229 Peachtree St., NE, Suite 2200 M.Photog.Cr., CPP Strategic AlliancesAtlanta, GA 30303-1608 industry advisor shersh@ppa.com404-522-8600; 800-786-6277 KEVIN CASEYFAX: 404-614-6400 SANDY (SAM) PUC’ J. ALEXANDER Director of Membership, M.Photog.Cr., CPP, ABI Copyright and Government legal counsel Affairs2008-2009 PPA board Howe and Hutton, ahopper@ppa.compresident RALPH ROMAGUERA, SR. Chicago*DENNIS CRAFT M.Photog.Cr., CPP, API, F-ASP WILDA OKENM.Photog.Cr., CPP, Director of AdministrationAPI, F-ASP PPA staff CAROL ANDREWS DAVID TRUST M.Photog.Cr., ABI Chief Executive Officer LENORE TAFFELvice president Director of Events/Education*RON NICHOLS ltaffel@ppa.comM.Photog.Cr., API SUSAN MICHAL SCOTT M.Photog.Cr., CPP, ABI Chief Financial Officer SANDRA LANG Executive Assistanttreasurer*LOUIS TONSMEIRE TIMOTHY WALDEN CAMERON BISHOPPCr.Photog., API M.Photog.Cr., F-ASP Director of Publications *Executive of the Board “Melancoly” by Joseph and Louise Simone12 •
  11. 11. 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. JIM CARPENTER ©Jim Carpenter Jim Carpenter, CPP, of Gitchells Studio, Inc. in Charlottesville, Va., captured “Crayola Cafe” as a self-assignment afternoticing the colorful umbrellas from the highway. He gotpermission from the University of Virginia to climb onto a roof, where he snapped the image with a Fujifilm FinePix S2 Pro digital SLRand 17-35mm Nikkor f/2.8 D IF-ED AF-S Zoom lens, exposing the frame for 1/250 second at f/8, ISO 400. He used AdobePhotoshop only to remove a crack in the concrete. “The umbrellas are really that color,” he says. This Loan Collection image won a Fujifilm Masterpiece Award.14 •
  12. 12. Introducing New Square Albums and Books to the Miller’s Line With Innovative LayFlat Functionality and 18 Different Colorful Cover Options 800.835.0603
  13. 13. ©Rich Newell RICH NEWELL While out photographing Italian architecture one afternoon, Rich Newell, M.Photog.Cr., of Photography by Eicher’s in Springboro, Ohio, noticed these three gentlemen with a baby carriage. “What were they talking about so intently, and why was there a baby carriage?” Newell wondered. With an answer in mind, Newell captured “I Told You to Use Protection” with a Fujifilm FinePix S2 Pro digital SLR and 80-200mm Nikkor f/2.8D AF ED lens, exposing the frame for 1/250 second at f/4.5, ISO 100. “This was one of those real-life moments that you just couldn’t make up,” says Newell. TINA TIMMONS While showing a client some fine-art pieces, Tina Timmons, M.Photog.Cr., of The Portrait Gallery in Frankenmuth, Mich., came up with the idea for “It’s a Girl Thing” when the client expressed interest in a photo of purses. “My mom was making photographic purses and totes for gallery resale,” says Timmons. With her Fujifilm FinePix S3 Pro digital SLR and 18-200mm Nikkor f/2.8 G IF-ED AF-S DX VR lens, Timmons ran down to the purse shop and exposed the image for 1/125 second at f/5.6, ISO 800. She used her own special combination of Adobe Photoshop, LucisArt, BuZZ, and Nik Color Efex Pro software to achieve the final image. ©Tina Timmons 16 •
  14. 14. © Clay BlackmoreFor ultimate Color accuracy Color Management with i1Display 2If seeing is believing, you will want to see your images in their true colors. Monitors and graphic cardsinterpret color in their own unique ways, and they’re all different. i1Display 2 ensures that what you see onyour monitor is the real color in your digital files. It’s simple to use and includes everything you need to getaccurate on-screen color throughout the digital workflow, both in your own studio or in acollaborative production environment. 914 347 3300 X-Rite is a trademark of X-Rite, Incorporated
  15. 15. No digital SLR on the planet could take this shot. So we built one. The Nikon® D3™ is here.©2008 Nikon Inc.
  16. 16. See more of Sandro’s awe-inspiring D3™ images at revolutionary new Nikon D3 will change the way you shoot sports or action of any kind. With a 12.1megapixel FX-format CMOS sensor, 9 fps speed at full FX resolution, and incredibly low noise even at ISO6400, the Nikon D3 means you’ll never again have to choose between blazing speed or brilliant imagequality, particularly in low light situations. In the words of Nikon Pro Sandro, “There’s nothing more Icould possibly have asked of this camera. I’m absolutely blown away.” The Nikon D3. Do the undoable. Brainerd Int’l Raceway. Dusk. Turn 8. 1/5000 of a sec. f/4 ISO 6400. NIKKOR® 14-24mm f/2.8 Lens.
  17. 17. CONTACT SHEET Eye What’s New, Events, Hot Products, Great Ideas, Etc. storm of the BY JEFF KENTAll images ©Jim Reed
  18. 18. For the better part of two decades, Jim Reed orologically it’s a battleground for atmos-has lived on the edge of a tempest. That’s pheric conflict.”not a metaphor. Reed is a world-renowned From a photographic perspective, Reedstorm chaser and award-winning weather relishes the opportunity to interact withphotographer who has witnessed the fury of nature and produce jaw-droppingcountless floods, blizzards, tornadoes, and “atmospheric portraits.” From a social andhurricanes. His work has appeared in environmental perspective, he enjoysNational Geographic, Nikon World, The knowing his work can affect our perceptionNew York Times, Reader’s Digest, and Time, of nature. “I am convinced that we’reand the Web sites of the National Oceanic moving into a period of increased frequencyand Atmospheric Administration and the of harsh weather challenges. I’ve learnedWorld Meteorological Organization. Reed that if you are not prepared, not engagedis also the author of “Storm Chaser: A Pho- with nature, there will be traumatic results.tographer’s Journey,” winner of widespread Photography plays a critical role in helpingcritical acclaim. people realize what’s going on around them, Reed’s career began in Los Angeles as a and motivating them to learn to adapt.”filmmaker and writer, working on a varietyof commercial projects. But his childhood To see more of Jim Reed’s weatherfascination with weather began to reassert photography, and for information on his book, “Storm Chaser,” visitits pull, as televised coverage of severe became more immediate, and hebegan shadowing weather researchers. Well before the movie Twister thrilledaudiences with the tumultuous life ofstorm chasing, Reed had secured a nichedocumenting extreme weather. In the early’90s, with a spate of severe weather lashingacross the country, Reed turned his focus tothe skies full time. While everyone elsewas running for shelter, he stepped intothe maelstrom. Reed moved from Los Angeles toWichita, Kan., in 1992 and set up a weatherphotography operation. He chases storms,journeys to major weather events, and sellshis images to the media and stock and fineart houses. “Kansas is amazing because ofhow energized people are in terms of talkingabout these life-changing storms,” saysReed. “And Kansas is at the geographiccenter of the United States, and as thecrossroads of weather patterns, mete-
  19. 19. CONTACT SHEET cabin on the property, and to partially restore GreenspaceAll images ©Chris Lommel a fieldstone farmhouse in another section. And there’s always the ongoing work of planting, weeding, mulching and maintenance. The cycle begins in winter, when Portraiture Lommel seeds some 40 flats with annuals, thrives in Chris leaving them to sprout under the grow lights in his basement. When the frigid Minnesota Lommel’s garden winter eases into early spring, Lommel BY STEPHANIE BOOZER moves the flats to a greenhouse. Memorial Day marks prime planting time, and friends and family come to help with the task. “There’s always something to do in a garden,” says Lommel, whose mother, too, tends to the gardens in the growing season, putting in more than 30 hours a week. “It really is a labor of love, designing and creating things outdoors. I’m fortunate that I can work in both areas that I love so much.” See more of the Lommels’ landscape and portrait work at For Chris Lommel, M.Photog., CPP, of Chris circle the ponds. “The kids have a great time Lommel Photography in Big Lake, Minn., feeding the fish and playing in the yard. I can “going green” is more than a buzz word. His capture kids just being themselves.” 4,000 square-foot home and studio sits on Caring for a sizeable garden takes much two-and-a-half acres landscaped into idyllic time and manual labor, which Lommel was settings for portraits, the culmination of his feeling acutely in 2001, when he learned he love of both photography and landscape design. had multiple myeloma. Lommel immediately “I love being in tune with nature and the began an aggressive campaign of treatment, evolution of things,” says Lommel, who works including intense chemotherapy and, alongside his wife and high school sweetheart, eventually, a stem cell transplant. Recovery Kim. “My photography reflects that, too, meant a year-long hiatus from the studio because I’m always trying to grow and change.” and his beloved garden, and another two The Lommels planted the garden’s first years of working part time. seeds in 1995, and it’s been sprouting in new His family, members of the Rotary Club and directions ever since. In 1999, they installed others in the Lommel’s community tended water features, a pond 50-feet in diameter, the grounds, while photographers in the and a smaller pond that runs into a rocky area volunteered time in the studio to keep creek bed with a series of waterfalls. his business going. “It’s a great place to capture candid photog- “Last summer, the doctor said I’m cured raphy with the kids,” says Lommel. Conditioned until proven otherwise, so we’re back to by Lommel’s hand-feeding, the Koi and adding to the landscape,” says Lommel. He goldfish follow alongside visitors as they plans to add a rustic floor and roof to the log 22 •
  20. 20. PHOTO BOOKS Tell your story with a Photo Book from Mpix. Our new Custom Hard Covers give you complete freedom to add vibrant, colorful images to the front and back of your book. Now your story starts before you even reach page 1. TX.Image courtesy of Sallee Photogaphy, Dallas, Visit to see our full line of photographic and press products.
  21. 21. CONTACT SHEET Copyright help is a click away How photographers are using the PPA Copyright Kit to protect their intellectual property BY MAUREEN COGAN, CPP If you want to protect your copyrights, PPA’s we stamp a copyright notice on our images, Copyright Kit will show you how. Prepared and what constitutes copyright violation. The by the PPA Copyright and Government brochure accompanies every order we deliver. Affairs Department, the kit is an exclusive It’s not difficult for consumers to scan, service for PPA members. Formatted as a copy and enlarge prints, but if we educate 40-page downloadable PDF file, the kit our clients, we can stem unintentional includes clear explanations of copyright copyright violation. laws; steps to take to protect your rights; At DeMartini Photography, in San filing how-tos; interactive, printable U.S. Diego, Calif., Christie DeMartini goes over Copyright Office forms; sample usage contracts with each client, highlighting key licenses; model release forms; copyright points, including her copyright to the transfer contracts; and more. images, and asks the client to initial each Our company, MoCoPhoto, incorporated point. She also inserts a PPA-supplied the information and forms in the kit into a copyright notice in each order. Further, she brochure for clients that explains our legal embeds her copyright in the metadata of copyright over the images we create, how copy- each digital image file, and clearly marks it right protection is vital to our business, why on every image on her Web site. “I market to a clientele who appreciate fine art,” says Vanessa Ard, of Vanessa’s The back of every print that leaves MoCoPhoto©Maureen Cogan is stamped with a copyright notice (left). Cogan Photography in Ellicott City, Md. She encloses brochures on copyright info with every screens clients and educates them during order (above). their initial consultation. She uses projection rather than paper proofs, and only rarely agrees to post a lo-res Web gallery online, register images of celebrities or singular and then for a limited time. Her final prints events that might be widely used. are textured and mounted, which both “My advice is to be as careful as you can raises their perceived value as fine art and with your images,” says Mecey. “But I think makes copying them virtually impossible. losing sleep over thinking someone may be At Mecey Enterprises, Inc. of Beverly copying or using one of your images Hills, Calif., most of David Mecey’s images without permission is a no-win situation. are made for limited use in catalogs or Restrict the use of your images, and always brochures, so he doesn’t usually register get it in writing." them with the U.S. Copyright Office. Instead, Mecey writes the terms of the client’s usage of his images into every job Maureen Cogan, CPP, owns MoCoPhoto in proposal, and reiterates the terms in every Columbia, Md. ( invoice. He clearly states that the client is To obtain a free Copyright Kit, PPA members buying usage rights for a limited time and can visit, click on the purpose only, and that ownership of the Copyright tab on the left, and select photographs remains his. He does formally Copyright Downloads. 26 •
  22. 22. Smart Transceiver NEW PocketWizard PLUS II Triggers your flash, camera or both wirelessly from up to 1,600 feet away. Auto-Sensing Transceiver Technology Automatically Transmits or Receives for faster, easier, carefree wireless triggering. Auto-Relay mode Wirelessly triggers a remote camera and a remote flash at the same time. Fast Triggering Speed Triggers cameras and/or flash units up to 12 frames per second. Digital Wireless Radio Technology Four 16-bit digitally coded channels provide the world’s best triggering performance.The Plus II joins Profoto, Dyna-Lite, Profoto, Norman, PocketWizard Sekonic Norman Packs and and Photogenic Plus II L-758DRthe growing system Battery Packs Monoblocs MultiMax L-358of photographic A built-in radio A built-in radio Trigger your flash, Choose whichproducts with built-in receiver provides receiver provides cameras or both flash unit to trigger wireless triggering wireless triggering without wires from the and measurePocketWizard simultaneously and from a PocketWizard from a PocketWizard palm of your hand.Wireless Freedom. Transmitter and Transmitter and even fire your camera.Ask for these brands. wireless metering. wireless metering. Wireless Radio Triggering 9 1 4 - 3 4 7 - 3 3 0 0
  23. 23. CONTACT SHEET ESSAY Led by passion “When you’re truly excited about your work, your clients will see it … and believe in it, too.” BY DAVID MCKAY, CPP Pricing wars, retail giants, and a shaky economy are only a few of the reasons why niche mar- keting your art is crucial to your studio’s success. To attract clients who want art rather than cookie-cutter mediocrity, your work needs to be fresh and unique, and capture ©David McKay 28 •
  24. 24. the imagination. The market is ripe for is uniquely yours, your competition isn’t with we took on every kind of photography, we’dinnovation that’s driven by artistic passion. other photographers, it’s with a value system. devalue our work. If your business is known for doing a certain We don’t do portraits in the park like Be who you were created to be, a truetype of portraiture (ours is wall decor in brown some photographers in our area, and, yes, artist who lives with passion and purpose,tones), and nobody can match your quality, we lose a few clients when we say no. The and you will succeed in your chosen career.your marketing should attract clients who want clients we do attract know what we’re going McKay Photography is in El Dorado Hills,your work and expect to pay a premium for to do for them and how much it will cost. If Calif. (—we have wealthy clients, but we also haveclients who save up to purchase a McKay. Start by following your passion and listento your inner voice. When you’re trulyexcited about your work, and you know it’svaluable artistically, your clients will see it inyour body language and believe it it, too. Others may try to imitate your style, butnobody can duplicate the passion you put intoyour images. Others are trying to imitate ourbrown-tone style, but clients tell us that theirwork just doesn’t have the depth and emotionof our portraits. When you create art that ©David McKay April 2008 • Professional Photographer • 29
  25. 25. Collages.netAlbums Make You and Your Clients Look Good.©2008 Inc. All rights reserved. Photos ©2007 April Rocha Photography and Boucher Photography.
  26. 26. Why Choose’s Print and Bind Album Solution?Quality: Each album is carefully handcrafted andmeticulously reviewed. You can be confident will deliver you nothing less than aperfect product – every time.Innovation: developed an innovativealbum solution, perfect for filling a variety of studioneeds – from wedding albums to guest books tomaternity albums.Savings: With, you will save time andmoney letting one vendor take care of your printand bind needs, and with our online ordering system, albums feature the smallest page break in the industry (1mm) and incredible lay-flat will experience workflow ease.Customer Service: You will receive the same live,knowledgeable, and dedicated customer serviceyou have come to expect at For more information, visit or contact Customer Service at (877) 638-7468 30% OFF STUDIO or SAMPLESAlbums | High-End Cards | Gallery Wraps | Press Printed Books | Professional PrintingCheck out’s comprehensive product line at
  27. 27. Have you always dreamed of seeing your work on the cover of a national magazine?Here’s your chance! Beginning March 1, 2008, submit your photographs for an opportunity to be featured on the cover of Professional Photographer.Contest Rules & Judging: Images will be submitted must be original and previously un- How to enter: Go to tojudged on technical and artistic merit. Helping published, and you must have written releases enter. Only digital files will be accepted. PrintProfessional Photographer magazine editors on file from any subjects pictured in the image. images and e-mailed images will NOT bechoose the best entries will be guest judge accepted. Upload your electronic images toHelen K. Yancy, M.Photog.M.Artist.MEI.Cr.Hon. Prizes: In addition to landing the cover of a, CPP, F-ASP, Hon. F-ASP, the chair- 2008 edition of Professional Photographer, theman of PPA’s Print Exhibition Committee. winner will be awarded a selection of prizes Format/Specifications: Submit low-resolution from among our cover photo contest sponsors, images only, in standard digital formats (.jpg,You may submit as many images as you wish, Bogen, Canon, Kodak, Microsoft and Miller’s .pdf, etc.). Images should be 525x700 pixels;provided they are representative of the work Professional Imaging. Prizes will also be file size can’t be more than 250k. A high-reso-you sell to your clients. What we’re seeking awarded to 2nd-, 3rd-, 4th- and 5th-place win- lution, print-quality version (300ppi at 9x12are real-world examples of portrait, wedding, ners, and as many as 25 entrants will receive inches) must be available for each image.commercial and event photography. All work prizes for honorable mention. GO TO PPMAG.COM TO ENTER Submission deadline: Saturday, May 31, 2008
  28. 28. Professional Photographer P R E S E N T S Business, Marketing and Sales StrategiesWhat I thinkAllison Rodgers raises afamily of loyal clientsWhat do you wish you knew when you were first start-ing out? I wish I had invested in studio managementsoftware to manage the mass of information I gathered.Once you develop a client base, one of the mostimportant things you can do is nurture that list.You can’t do it with sticky notes.What’s the biggest business risk you’ve ever taken?In November 2005 we moved into a 3,000-square-foot building with triple the rent of our previoustwo-location setup. I wanted to get all of us intoone place so we could work as a unit with room togrow. And guess what—we grew! We addedframing and three more employees. It was a bigrisk, but it’s been so worth it.What’s your deal breaker? When parents try to runmy child portrait sessions.What’s the secret to running a successful photog-raphy business? We always say that things changeevery six months. We are constantly re-evaluatingand putting new things in place to make theexperience of Allison Rodgers Photography better.You have to figure out what your clients’ needs areand meet them. Go above and beyond. Create anenvironment for your clients where they feel likethey’re the most important client you have. And,most important, be generous with your time andyour talent. Being generous will help you create afamily of clients that will be forever loyal.IMAGE BY ALLISON RODGERSPHOTOGRAPHYWWW.ALLISONRODGERS.COM April 2008 • Professional Photographer • 33
  29. 29. PROFIT CENTER: WEB SITES AN-NE Award winners use smart Web design Braniff ’s original site was elegant enough to show off their unique style and personality. with its featured black-and-white images and traditional style, “But it wasn’t all of me,” she BY ANGELA WIJESINGHE says. “My work had changed enough that I Online & needed a fresh look, a more complete portfolio, and more information about A LOOK AT TWO GREAT myself in a new blog.” STUDIO WEB SITES on your mind Braniff arranged her online galleries to spotlight bright, fun photos, caught-in-the- act poses and location shots. People find a wealth of portrait ideas on the site, and often come in with requests for specific poses and styles they’ve seen there. “Your Web site is terrific!” That’s what Farrah about, the Building on a gray background, Braniff Braniff heard when her recently overhauled second AN-NE Web winner. “I looked at lots designed the entire Web site in Photoshop, Web site,, landed of photography sites and saw the same stuff. adding swatches of various colors and one of this year’s two PPA AN-NE Marketing I wanted to be different,” says Rouleau. textures, then dropping in images and text. Awards for Best Web Site. Braniff is the The AN-NE awards recognize creative and On her Portfolio page, this background sets owner of Farrah Braniff Photographs in effective marketing strategies and campaigns. off the filmstrips of images showing various Houston. The goal of the site redesign, she Farrah Braniff recalls a saying she once styles and categories. An image mouseover says, was to “mirror what we do, our heard, “The only thing that nobody has but personalities, our studios, and our work.” you … is you.” She wanted her site to convey Wendy Rouleau, owner of Portraits by her unique style and personality through Farrah Braniff needed a fresh look to reflect the changes in her work. She designed the site Wendy in Buford, Ga., also heard rave reviews both words and images. herself and hired a programmer to make it work as she envisioned.©Farrah Braniff 36 •
  30. 30. PROFIT CENTER draws a circle around the frame and brings clients, which they in turn can send to “We believe our studio space helps define up the image category, such as family. A friends. “It’s just one more avenue to reach who we are, that it’s part of the experience,” click takes you to that gallery. The look is people,” she says. she says. The studio is located at the top of a reminiscent of a modern scrapbook. Braniff was able to design the site herself, staircase in an old brick building in historic Big and bold, Braniff ’s images explode but she did hire a programmer to do the Buford, Ga. First-time visitors don’t know onto the screen throughout the site. Wanting coding for all the interactions. Web sites with what to expect as they climb the stairs, but the images to make an impact from the unworkable links and unsophisticated features their first word upon entering is usually, “Wow.” opening slideshow, she conceals most of the are worse than not having a site. After all, Images of the space capturing its archi- site’s navigation tools until you roll over them. Braniff says, “Your first impression needs to tectural features appear throughout the site. A small link takes you to pricing and pack- be outstanding to get clients to call.” The tabs are images in slide mounts, and aging information at the bottom of each gallery. Wendy Rouleau hired a talented firm to a postage stamp leads to the contact us page. Braniff believes you should tell people what transfer her ideas to her Web site. She The site has short movies geared to elicit they want to know up front, which in this wanted to control the design, yet she knew parental emotions, and a studio blog. Rouleau case also helps screen out price shoppers. the firm would add the polish to inspire expanded her online marketing to include Throughout the site, the vibrant text clients’ trust in her abilities. Rouleau wanted handsomely designed e-mail promotional looks handwritten. Headers include “Rave her site to be her main marketing tool. campaigns with links to the complimentary Reviews” (testimonials), “True Love” (wedding “I don’t want to imply that I’m something pages on the Web site. It’s such a fluid gallery), and “Me, Myself, and I” (Braniff ’s I’m not. I want clients to want my style of transition that Rouleau also won a PPA bio). “I wanted the site to not only look photography and not to be surprised when AN-NE Marketing Award for Best E-mail personable, but sound personable,” she says. they come,” says Rouleau. Marketing Campaign. Braniff ’s frequently updated blog contains Rouleau looked at sites in several industries. Both sites illustrate the power of smooth both personal and professional information. She “I saw what I liked and what was possible … transitions, polished graphics, and person- also uses it to display post-session images for I didn’t have to stay with a template,” she alized text, yet they reflect the unique explains. And it helped her define the qualities qualities of each studio. � that make people remember and return to it. The Portraits By Wendy site incorporates wow- Opening Rouleau’s home page is like inducing images of the studio itself, creative Angela Wijesinghe is a PPA staff marketing navigation tabs, and short movies to elicit emotions. peeking at her studio through a keyhole. specialist.©Wendy Rouleau 38 •
  31. 31. PROFIT CENTER Having a Web site is no longer an option in E-MAIL MARKETING business. Besides showing off your beautiful BEST PRACTICES images, you can make your site pay off big time. E-mail marketing these days isn’t as BY KAMMY THURMAN simple as putting together a list and sending e-mails. Internet service providers Tap the power and spam filters use sophisticated techniques to protect users from spam. If you don’t follow the rules or know what to include in your text—like an opt-out option and your contact information— YOUR WEB SITE CAN BE AN AUTOMATED MARKETING MACHINE your mail might never find the inbox, or worse, you could be blacklisted as a spammer. Asking your readers to add With some 77 percent of American adults on beautiful images; now it’s time to fully tap the your e-mail address or domain to their the Internet, it’s more than important to have power of the Web as a marketing machine. address book or allowed-sender list will an effective Web site. It’s necessary. “If you’re Statistics show that fewer than 1 percent also help you avoid their spam filter. You not on the ’Net, it’s as if you don’t exist,” of Web surfers ever return to a site unless want e-mail recipients to see you as a says marketing expert Ilise Benun. “It’s not they have a special reason. How can you give welcome visitor to their inbox, not a just the tech-savvy who expect you to have them a reason to return? nuisance. Reputable automatic responder a Web site, these days it’s almost everyone.” Here are five pointers on boosting the services can guide you in adhering to Professional photographers have risen marketing power of your site by as much Internet requirements for responsible e- to the challenge with sophisticated sites and as 72 percent: mail practices. If you prefer to try it on your own, enter “e-mail marketing best practices” in your preferred search engine and do your homework first. —Joan Sherwood, Senior Editor • Use your site to begin a relationship. On average, a mere 2 percent of the prospects who visit a studio’s site will decide to book a session right then and there. Most visitors are researching, trying to get a feel for the photographer behind the site and looking for a good reason to call you—or not. Once they leave, you have no way to continue the relationship with 98 percent of your visitors, who could be perfectly wonderful clients. Since most people need to hear from a marketer seven to 10 times before buying, you need to find a way to keep in touch. On every page of your site, put an e-mail capture form “above the fold” where people are sure to see it. • Give potential clients a good reason to 40 •
  32. 32. Serious Photography Demands a Serious LabRed hot photograph by Michelle Reed.Michelle is the owner of Michelle Reed Photography.She is also a long-time CPQ customer and our mostrecently featured photographer here at visit our web site today to see more of Michelle’sexciting work and to see why such incrediblephotography finds a comfortable home with CPQ. CPQ Professional Imaging Lab TRY CPQ - ABSOLUTELY FREE! 800.537.8399 Call us or visit our website to sign up for a free account and a complimentary $50 credit, good toward your first order with CPQ. ppa0408
  33. 33. PROFIT CENTER sign up for your newsletter, invite her to seven to 10 messages over a 30-day period request a specific article, report, photography after the first visit, followed by regular and posing tips or a free premium, and say contact at least once a month. you’ll give her your monthly newsletter, too. You can use these messages—also called That’s two valuable items in exchange for auto-responders—to talk about how the cus- her name and address. tomer will benefit from your services, to deliver You’ll want to have an e-mail management a short e-course or your e-newsletter, and program on your Web site, where visitors can seasonal promotions. Just don’t make them leave their contact info and ask questions. Don’t all sales messages—remember the content have her just send you an e-mail to request needs to be high-value (80 percent high- the premium, or you’ll waste gargantuan value to 20 percent selling is a healthy mix). amounts of time sending out premiums to • Put your message-writing self on one person at a time. I suggest subscribing to autopilot. Schedule the time to sit down and an e-mail capture system like Constant write your messages once a month, or even Offer something of value to the prospect in Contact ( or AWeber once a year, choose how often you want exchange for their contact information. It’s a good idea to do this for each product line, as ( I find AWeber easy to use, them sent, then forget about them and you’ll have a different target market for each. and it has effective safeguards against spam. concentrate on your photography. You can create a form for your site to cap- return to your site. I’ve seen many top-notch ture prospects’ contact info, which is then sites with absolutely gorgeous images that show housed on the capture provider’s server. the photographer’s best work. But what about (AWeber has tutorials that show you how to the potential client? create the forms.) A few minutes after your visi- Put yourself in her shoes. She’s been tor fills out the e-mail form, she receives your checking out the sites of studios in her area premium and a thank-you note automatically. to see which best fits her needs. After looking • Stay in touch with prospects and cus- at a dozen or two other sites, what will tomers. It’s one of the most important aspects When someone gives their e-mail address, you receive a notice with all the info you ask for in the motivate her to call you instead of another of marketing, and also one of the hardest. A e-mail capture form. This is the info we capture on studio with a beautiful site? You have to program like AWeber can simplify the task. our contact page. You now also have their snail mail info so you can send direct mail promos, too. offer something that will elevate your value You can write multiple messages and store over the others. As non-artistic as it sounds, them in the program until you want them the something needs to be information, sent. A good timeline seems to be sending Statistics show that continued contact enough useful information to make the viewer with site visitors brings them back again comfortable with deciding to call you. and again, increasing sales by as much as 72 Our studio Web site routinely lands new percent. At that rate, isn’t it worth taking clients who tell us they chose us because of all another look at the marketing opportunities the information we provided. They feel they lurking within your Web site? � know us by the time they call, and that gives us the opportunity to differentiate ourselves Kammy Thurman is a direct-marketing copywriter and consultant, and co-owner of from our competitors in a number of ways. Anchor Photography in Laurel, Mont. For • Give high-value information in exchange We send premiums (free gifts) of interest to the more marketing strategies, read her free for the potential client’s contact information; specific target market for each of our product “Photography Marketing Report: 15 Ways to lines. These should all be created before offering Boost Your Marketing Return—Without this is a marketing technique called reciprocity. them online, or you’ll spend a lot of time trying Increasing Your Marketing Budget,” at Instead of asking your potential client to merely to catch up when people start requesting them. 42 •
  34. 34. TM THE JOY OF MARKETING S A R A H P E T T Y, C P P Branding is more than design and decoration; it’s communicating your style to the kind of clients you want to attract. Stay true WHY BRAND CONSISTENCY IS CRITICAL Your brand is conveyed in the unity of every- but your brand must stay true to your identity. thing that identifies you, from your logo to Tim Walden, M.Photog.Cr., F-ASP, and your photography to the look of your studio. Beverly Walden, M.Photog.Cr., of Walden’s of In the years to come, you’ll update your studio Photography in Lexington, Ky., are experts The Waldens are known for their elegant style décor, see your photography evolve, and infuse in brand building. In their seminars they of family portraiture in black and white. Every element of their marketing reflects this style. your marketing campaigns with fresh elements, present proven strategies for branding and mar-All images ©Walden’s Photography keting that are applicable to studios of any size and specialty. Let’s take a look at a few of them. “I am less concerned that everyone likes what I do as that they know what I do,” says Tim Walden. When a studio has a well-defined style, the Waldens say, and when people love it, they’ll travel any distance and invest whatever sum it takes to get it. The people who don’t like their style will go elsewhere, and that’s just fine with them. “The customer is always right, but not everyone is our customer,” he says. Narrowing your focus to a few specialties and well-defined products helps your busi- ness grow quickly. It doesn’t mean you have to do just one kind of photography for the rest of your life, just define what you do early on, communicate it clearly, and be consistent. “Every decision is a style decision,” says Tim. The Waldens’ chosen style dictates how they decorate their studio, what equipment they purchase, and how they promote their business. No fad will sway them from being
  35. 35. NEW WEBINARS (online seminars) PPA and SMS are bringing education to you, and Plus, you can watch the archived all you need is a computer and the Internet. Keep versions at your convenience. Just visit watching your inboxes for information on live the Events section of and click business webinars about: on Webinars to reach: ß Marketing ß Income Tax Strategies ß Financial Planning ß Pricing for Profit ß Managerial Accounting ß The Art of Pricelists ß Top Performing Studios ß QuickBooks: Getting Started ß Starting a Photography Business ß And more… ß Business Basics ß Sales ß And more… 3�DAY BUSINESS PLAN WORKSHOP NEW BOOKKEEPING SERVICES With Carol Andrews, Ann Monteith and Sarah Petty Behind on your bookkeeping? Our Now’s your chance to increase profitability and Bookkeeping Program can help! With receive instruction on essential elements for competitive pricing and programs tailored to business success (in both group settings and meet your studio’s individual needs, SMS can one-on-one consultations). help ease your headaches and get your studio ß June 9-11 off to a great start. ß Call Eric Hathaway 800.339.5451, ext. 240 for more information. Classes fill up fast…Register today.Professional Photographers of America | 800.786.6277
  36. 36. Professional Photographer P R E S E N T S Products, Technology and Services What I like Julia Gerace connects with digital technology What makes your workflow flow? Adobe Light- room. I wasn’t sure shooting raw was worth the hassle until I tried Lightroom. Now I love it. What’s the best equipment investment you’ve ever made? Photoshop. Until I went digital, I outsourced tasks as simple as retouching a few pimples. Now I feel like I can create, explore new concepts, and learn to my heart’s content. Little thing, big difference … My ExpoDisc. It’s been great for getting accurate white balance in some very odd lighting. Has a piece of equipment ever changed the way you approach photography? My Canon EOS 5D camera. The files are huge, and I’m not as concerned about cropping into an image and losing information. Is there a non-photographic item that you’ve adapted to your work? Makeup. I knew becoming a certified makeup artist would be a great service for my clients. A useful item for your studio is a basic skin mattifier—a clear gel you apply if a client’s face is too shiny. What’s the one piece of gear they’d have to pry from your cold, dead fingers? A reflector. There is not one lighting situation where I don’t use a reflector. IMAGE BY JULIA GERACE WWW.JULIAGERACE.COM April 2008 • Professional Photographer • 49
  37. 37. ALBUM EPOCA. GORGEOUS QUALITY, AND EQUALLY GORGEOUS STYLE. It’s incredibly easy to get Italian style with the Album EPOCA concept. And, you won’t believe the value: ALBUM EPOCA Bride & Groom*: 10˝x 10˝, 25 page, 50 sides, with Ecoleather photo cover, using our patented continuous binding system.......... $366 *The Album EPOCA layout is duplicated in the albums below. ALBUM EPOCA FAMILY ALBUM: 8˝x 8˝ layout is duplicated on typographic paper using our patented continuous binding system..........$125 8˝x 8˝ layout is duplicated on photographic paper using our patented continuous binding system.......... $175 BEST FRIENDS ALBUM: FRIENDS ALBUM: ACCESSORIES: 10˝x 10˝..........$75 5˝x 5˝..........$15 per, $75 for 5 Calendar..........$20 8˝x 8˝..........$25 per, $50 for 2 Photo Agenda..........$20 10˝x 10˝..........$45 per, $90 for 2 CD Viewer..........$20Plus free EPOCA software, along with free software updates and technical support, make album design fast,easy and efficient! Everything after the photography 1.800.662.1000 •
  38. 38. {11 }1-3 4-6 78 9 1011
  39. 39. THE GOODS: PRO REVIEW Canon improves the user interface, fills the size gap and introduces a color calibration system with its next-generation wide-format printers. BY ELLIS VENER Much improved CANON IMAGEPROGRAF iPF6100 Canon’s first serious salvo in the wide-format printer market came in 2006 with the imagePROGRAF iPF5000, the iPF8000 and the iPF9000 pigment ink printers. In my testsAll images ©Ellis Vener with the iPF5000, print quality was excellent, and despite the environs—a relatively dry and pet-infested house—it never suffered paper jams, clogged heads or ink dropouts. But there were problems. The two-part user interface was confusing; Canon’s generic profiles for Canon brand papers were sub par; there were problems with the roll feed mechanism on many iPF5100 printers; and the 17-inch iPF5000 and 44-inch iPF8000 models left a huge gap in output size. Canon announced replacements for the first iPF printers in early summer 2007, the imagePROGRAF 100-series (iPF5100, iPF6100, iPF8100 and iPF9100), which would not have these problems and would have new features as well. I tested the new 24-inch iPF6100 and found several welcome changes. Topmost are the greatly improved user interfaces and generic profiles, and the addition of the GAROS plug-in for Adobe Photoshop CS3 to enable 12-bit-per-channel printing. Like HP, Canon has also started to build in color management features with the iPF printers. The 100-series printers still use 12 Lucia pigment inks: yellow, photo cyan, cyan, The Canon GAROS plug-in for Photoshop CS3 enables 12-bit-per-channel printing and somewhat simplifies color management in the output stage. 52 •
  40. 40. photo magenta, magenta, black, matte papers. And the iPF6100 uses ink sparingly. But calibration is not the same as havingblack, photo gray, gray, red, green and blue. Print speed remains fast: a 16x24-inch, a built-in profiling system, such as theWith the exception of the blacks and two high-resolution, 16-pass, 12-bit per channel X-Rite i1 Color Spectrophotometer systemgrays, the eight-color formulation remains print takes less than 10 minutes. in HP Z3100 printers. If you decide to useunchanged. The gray, photo gray, black and One of the biggest headaches of printing papers other than Canon-brands, you’llmatte black inks were reformulated to in-house is color management. The iPF 100 need to make your own profiles.reduce bronzing type metamerism, lessen series incorporates a color calibration system The Kyuanos color management systemthe appearance of “grain” in the deep designed to keep them working to factory spec- introduced in the 100 series is compatible solelyshadows and blacks (I never saw it in ifications. Normally, the calibration needs to with the Microsoft Vista operating system. IiPF5000 prints), and make the prints more be done only once, at setup, but if you move don’t use Vista, so I can’t comment on it.resistant to scuffing and scratching. the printer or change heads, it’s a good idea Ease-of-use is a critical factor in color man- As in the first iPFs, there’s an active system to recalibrate the printer back to factory agement. As it now stands, the best way inthat automatically detects clogged and non- specs. There’s an added benefit for studios Photoshop to print is to make a dupe of thefiring nozzles. If it detects a problem mid- with multiple printers, even in different master image, convert the dupe to the destina-print, it remaps the ink flow to another sizes: with all of the printers working at tion profile, sharpen for output size and media,nozzle and clears the offender when the factory tolerance, they can share profiles for then go through the Photoshop print dialog,print is complete, minimizing waste in time the same media and the prints will match. where you have to instruct both the Photoshopand materials. With both matte and photo Canon rebuilt its generic profiles for Canon- printer dialog and the print driver not to applygrays and blacks onboard, there’s no brand papers, which now include some fine additional color management steps. The processdowntime or expensive ink waste when you Hahnemuhle papers. Compared to my own is a distracting, time consuming, and somewhatswitch between matte and gloss/semi-gloss custom profiles, these new profiles are first rate. arcane art until you’ve mastered it.