A reader asks if it’s better to approach the Associate or Deputy Photo Editors for a book showing or for sending promos because the Director is usually too busy.
I’d say targeting the photo editors under the Director is an excellent plan of action.
I’ve always encouraged all the photo editors in the department to look at as many books as possible to develop their eye for photography so they can experience the process of discovering new talent and then hiring them for a shoot.
In many cases it was easier for me to drop in on a portfolio showing; to look at the book, grab a promo, shake the hand and get out. That’s how I saw a lot of books and photographers I normally wouldn’t have time for with all the stupid meetings I went to everyday.
Eventually, I would get lobbied by the other photo editors to hire photographers they discovered and liked and we always ended up pulling the trigger on a few to see how their discoveries worked out.
And, don’t forget the Creative Director in your promo mailings. Many times they came into my office with the promo of a photographer they were interested in—just don’t leave me out of the loop. I always like to already know who they’re talking about when they bring those in so I look like I know what the hell I’m doing “ah, yes Irving Penn and I go waaay back, I’ll IM him.”