Having been in the photography business for approximately five years, a number of things have been drawn to my attention when it comes to creating and accepting new businesses. Any photographer will admit that one of the most difficult things in this profession is to turn down new businesses. And with the advent of user- friendly digital cameras, many people have adopted a do-it-yourself attitude, placing a huge damper on the demand for professional photographers. This does not mean that good work is not still appreciated.
While I may still be considered a neophyte by my more experience colleagues, many less experienced photographers, and even a few more experienced, have called me for advice on pricing their work, and acceptance of job offers from particular clients –some of whom could be bullies when negotiating deals. And, if you are new to the business, or under any kind of financial strain, a terrible deal may sound like a gold mine at the time. By accepting offers that do not reflect the quality of your work, what you will be doing, in essence, is diminishing the value of your work and making it extremely difficult for other photographers to get the deserved value for their work.
Advertising agencies
While there are many reputable advertising agencies that try to give photographers their asking price, there are others intent on exploitation. You will frequently meet a representative from an agency who will tell you, "We usually use Mr X who would give us photo images for Y amount of dollars, but he just didn't have this one."�Or he/she may say, "We only give credit for the images used and this would be good exposure for you." Now while that may sound like a wonderful opportunity for those who have not yet made a name for themselves, I have to warn that, from experience, I have never been contacted by an agency that used my work and promised future jobs.
Bear in mind that images are must-haves for advertising agencies, so stand firm on your offer. And if you must renegotiate your price, it may be better to seek advice from a more experienced photographer rather than underselling yourself. Because if you do undersell, by the time you realise the worth of your image, it will be almost impossible to get the real value of your work the next time around from that same agency. Occasionally a magazine, or some other publication, may ask you for some work in exchange for free advertising.
While this offer may sound like a steal of a deal, a little investigation may sometimes reveal that the trade-off was one that was offered to other photographers, and even writers. And your ad will be placed next to that of a host of other photographers, thus devaluing your work. We are all aware that the global economic crisis has made it inevitable for companies to cut costs, and everyone has felt the pinch. However, that does not give clients the right to exploit you. If a deal sounds bad, it usually is. Remember, spraying cologne on a hog in a sty wouldn't change it's scent.
