I got a question form a reader about Lürzer’s Archive that was similar to another one about CA Photo Annual. Basically, are these things worth it? Both these publications are read by people in the Advertising industry so I have very little experience with them, but the panels I’ve been on they are always mentioned as sources for finding photographers. But “is it worth the $750 for a 1/2 page” in Archive, the reader asks?
My opinion, based on just listening to people, not actual experience, is that none of this is worth it unless it’s part of an actual campaign to reach potential clients. A general rule that a client must see your work in around 5 different places before they will place you on the “to hire someday” list seems smart. That means if your work appears in Archive it should also hit their desk in a mailer and their email box then possibly on a blog or magazine they check out and finally at a portfolio showing. Actually this is related to another question I got about resource books. Are they still worth it? Generally, people are still advertising in them because of the websites and events they have along with the books but also because they create additional points of contact. Don’t forget the old advertising adage: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Love to hear some empirical evidence from readers about this.