livebooks blog

©SAS Becker

4. What are some ideas for what a photographer’s initial marketing push might look like, considering things such as re-branding, making new contacts, and re-energizing old ones.

I think (and many others would probably agree) that a photographer’s most important tool is their website, so start there. Look at a bunch of websites. (Here’s mine.) What do you like — or hate for that matter. Check out ProPhotoResource.com. They have a lot of valuable information on do’s and don’t for websites. What is your look? How do you describe your work?

Once your site is completed, decide what the best way is to get as much traffic to it as possible. Online advertising and print ads are favorites. What about your local markets? Can you do a joint advertising project with local vendors? Maybe some cross-marketing with the local florist and bakery? Provide free pictures for a photo credit at places such as schools, churches, doctors offices, even the YMCA; anything might lead to work. I volunteered to shoot my daughter’s Girl Scout dance held at her elementary school. It may not have been the most glamorous event, but those girl scouts sure love pictures of themselves. It drove a ton of potential clients to my site, and I looked like a super mom at the same time. Unlike commercial photography, portrait and wedding work touches everyone. Everyone has a family and will at some point know or be a bride. So carry lots of cards in your pocket, and get out there!

Students at the National Geographic Photo Camp in Rajasthan, India, learning to use a camera for the first time. © Ed Kashi

1/5/09

The first day of the workshop was frustrating due to a selfish teaching assistant. I was tired and cold and wanted to go home. Until then the workshop had not been satisfying; the kids were too timid, unengaged with us, and the conceit of the structure of the workshop began to show through for me. The power and importance of education is what I learn from these experiences, not always smooth or easy.

This workshop was a challenge, to bridge the gaps between us and the students, as well as between the city and rural kids. By day three the magic had begun, with the shy and nervous rural kids finding their voices and comfort levels, expressing themselves more openly to the instructors as well as their urban workshop mates. Likewise, the city kids began to shed their pretensions and superiority complexes, opening up and letting themselves just have fun.

By the end of the workshop the kids had made new friends, the shy had come out of their shells and the smart city kids had shown tremendous teamwork and supported their non-English-speaking rural peers. It was heart warming to see how well the two groups coalesced to support one another, had fun by sharing music and other teenage things, and ultimately moved past their previous stereotypical impressions of one another. Breaking down barriers is what this workshop and my life are dedicated to.

During the workshop’s graduation ceremony, my team of 5 students created and presented me with a poster; I’ve included a few of my favorite comments from it below. I love the first one, written by a stick-thin and very shy village girl named Deepika, who was crying the first day trying to hold a camera to her face and close one eye, something we photographers take for granted but for her was an impossibly weird and discomfiting thing to do.

Deepika…“I like your nature and behavior. I love the way you talk. We were able to learn lot from you and I even like you.”

From another student…“You teach us really nicely. You are very joyful person, which keep us energetic.”

Darhmendra….”I love your style of photography and how you solve our problems.”

"Hay Bales" © Brian Kosoff

At the end of my last post I had decided to close my studio. I open this post with the admission that I’m glad I did! I still keep in touch with many of my old clients and studio-mates, but talking to them about work is not a cheery walk down memory lane — it’s a bummer. Fewer and fewer photographers have their own studios. The majority share, but in cramped conditions. Now you’ll find five photographers sharing 2,000 square feet: a ratio likely to create stress and conflict. Some photographers I know shoot family portraits for the general public, something that would have been embarrassing for them to pursue ten years ago.

My work is much more solitary now and I miss the camaraderie of other photographers, assistants, and stylists (and the catered lunches!) that I had in the studio. Sometimes I don’t speak with anyone in person, except a motel clerk, for months. I joke that when I get back home from one of my trips, I hand my wife a credit card and ask for a non-smoking room. Still, I consider myself very fortunate. On an almost daily basis I get to see some truly magnificent sights and I get to drink some of the best and worst road coffee out there. (Best: ANY Scandinavian country. Worst: the U.S.).

"Dune Silhouette" © Brian Kosoff

As for my landscape photography, it’s still a work in progress. I‘m relatively new to it, and while it didn’t take too long to master the technical aspects, I’m still trying to figure out why I’m drawn to certain subjects. It took me a while to realize that my fondness for a minimal style, often having a center oriented composition and a high-key or white background, was a direct result of having spent more than 20 years shooting minimal, center oriented, often white background product photographs. I guess that even when you change directions, you still carry some of the momentum from your earlier motion.

Change is inevitable and it’s often feared, but I consider my change from advertising to landscape photography an opportunity. For me now, my work is more satisfying than ever, and life is simpler. That’s a change for the better.

On the job at Cape Crozier, Antarctica. Photo by Chris Linder, WHOI

When I wrote the “Live from the Poles” proposal with the WHOI Director of Communications, this was our justification and plan for the embedded media team:

“Insightful writing and compelling images are the heart of every successful publication. The core of this project is support for a professional science writer and field photographer to join each expedition. Scientists are frequently working around the clock when in the field, and have little time to describe their fieldwork with written dispatches and photography. They also cannot be expected to have the training required to produce professional photographs and video clips. To ensure that the groundbreaking research conducted during this historical period [International Polar Year] is properly documented, support for the writer/photographer team is critical to this proposal. The team will be responsible for filing daily dispatches including science updates, logistical challenges, team member profiles, and life at sea (or on the ice). The team will also coordinate real-time phone patches from PIs [Principal Investigators] in the field to museum audiences, National Public Radio stations, Scholastic magazine, and manage student Q&As with scientists. An experienced shore-based team at Woods Hole Oceanographic Institution (WHOI) will manage Web updates from the field, and prepare publication of photo essays and articles in Oceanus magazine, which receives 30,000 visits online each month.”

To summarize, we were cognizant of the lack of quality photographs coming out of scientific expeditions and saw an opportunity to assemble a professional team to tell visual stories from the field. The trick was to do it daily from some of the most remote places in the world.

So why photograph science fieldwork? There has never been a more important time to understand how our planet works. Glaciers and Arctic pack ice are shrinking at an unprecedented rate. Rising temperatures are causing profound shifts in ecosystems. In the October issue of Scientific American, John Holdren, a Harvard physicist and President-elect Obama’s White House science adviser, wrote that “the ongoing disruption of the earth’s climate by man-made greenhouse gases is already well beyond dangerous and is careening toward completely unmanageable.” According to the most recent Intergovernmental Panel on Climate Change (IPCC) report, a consensus of the world’s scientific experts, we (human beings) are causing unprecedented changes to our climate.

Don’t get me wrong; I’m not a doom and gloom kind of guy. Despite the challenges that rising global temperatures will present in the coming years, I believe in human ingenuity and resilience. And scientists are out there in some of the harshest places on our planet, like the Greenland Ice Sheet and Antarctica, collecting data on past and present changes so we can better predict future conditions.

I’m an idealist; I see science as a noble, selfless profession. By photographing scientists in the field, I am hoping to communicate a deeper understanding and respect for the scientific process and profession, and to urge people to use scientific knowledge of the world to help sustain it.