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The Daily Promo – Joe Toreno

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The Daily Promo
The Daily Promo – Joe Toreno

Posted on July 10, 2017
By hvolpe
In The Daily Promo

Joe Toreno

Who printed it?
Next day flyers. I’ve used them for my last few promos. I really like their matte paper stock and they’re pretty affordable. My goal with my printed promos is to try and keep the budget around $500-$700 for the entire thing including postage.

Who designed it?
I designed it myself which is why it’s so simple. Just a couple photos and my contact info.

Who edited the images?
I edited the images. With these printed promos, I try to highlight some commercial work as well as some personal work. In this case the commercial photo was a portrait of Ice Cube that I shot for People magazine. The personal was a photo of a falcon I shot for an ongoing series of animal portraits.

How many did you make?
I made 500 which mainly goes to magazine editors and a few reps.

How many times a year do you send out promos?
I try to send out two printed promos a year in conjunction with a couple email promos.

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As we prepare the new 2025 survey, here are some f

As we prepare the new 2025 survey, here are some follow up considerations regarding the recent posts on genres and subgenres, specialties, and ways of working. We plan to track numerous aspects and approaches to “professional” photography—we want to capture nuance for sure, but some obvious big differentiators exist in the ways you pursue your craft. Here, we offer up some ways of distinguishing and dividing in broad categories. This is as much a theoretical approach as it is a practical one—hope you find it interesting. Your comments (as always) are welcome and make sure you give @hmphotoprof a follow.

Visit thephotographersunion.com to fill out the ap

Visit thephotographersunion.com to fill out the application to join. You must be a working or aspiring Commercial/Editorial photographer to be approved.Commercial Photography (B2B) is defined as photography sold to a business and used by that business to sell a product or service. Photography sold directly to consumers for personal use is defined as Retail Photography (B2C) and is not a part of this group.I needed a place to post the information I’ve gathered over the years and lots of photographers have questions that need to be crowdsourced so I’m starting a forum. I also think a private forum where people can discuss business issues with strengthen the community.I’ve also posted a category for the LA fires so we can share resources and help those in our community in need.

Ok, I know this skews old and @davidburnettfoto is

Ok, I know this skews old and @davidburnettfoto is probably the 30/30 GOAT on this but it’s just for fun 🤩 … and I wanna go viral once…

Photographers, does this cover 99% of commercial a

Photographers, does this cover 99% of commercial and editorial photography (I’m leaving out retail AKA direct to consumer photography as that’s not covered in the survey)? Could you pick one from the list as your primary source of income? We will be launching our 2025 industry survey soon and we want to get a clear picture of the different genres within our industry.

@michael_kunde promo ⭐️⭐️⭐️ well done

@michael_kunde promo ⭐️⭐️⭐️ well done 👏👏👏👍

@jackierepresents promo ✨✨✨✨✨✨✨✨✨✨

@day19 zine 😍 better late than never! ⭐️⭐

@day19 zine 😍 better late than never! ⭐️⭐️⭐️⭐️👏👏👏👏

For the next survey I’m looking to make a well e

For the next survey I’m looking to make a well edited list of genres you can choose from as a professional commercial or editorial photographer. I need to make it a drop down so I want it as accurate as possible but not include super niche jobs. Let me know if you would add or remove anything from this:Agriculture Animals Architectural Automotive Children Corporate Documentary Ecomm Event Family Fashion
Film & TV Fine Art Fitness Food and/or Beverage Hospitality Hunting & Fishing Industrial Interior Landscape Lifestyle Photojournalism
Portrait Pro Sports Real Estate Retail Still Life Stock Travel Outdoor Sports
Other

Gimme a minute will ya? #makephotographygreatagain

Gimme a minute will ya? #makephotographygreatagain

Let’s go 2025! Make Photography Great Again!

Let’s go 2025! Make Photography Great Again!

Gender breakdown! While the findings on this slide

Gender breakdown! While the findings on this slide and the next one (make sure you watch until the end for the gender vs. years in the industry breakdown) are likely not a surprise, there are some interesting details here. A reminder that our sample size is small, the survey is somewhat dated, folks came from all over but it skews American: 80% are located in the US. Does this sound right to you: women are making about 86 cents for every dollar a man nets?

New survey is in development! What questions should we ask? Let us know in the comments. Like, share, and give @hmphotoprof a follow.

This has been one of my favourite deep dives into

This has been one of my favourite deep dives into the survey data: net income mapped against years in the industry. It’s a pretty graph no doubt but it may be a bit confusing. Listen for more context, opinions, and questions for you (under 50K net and 10+ years in the industry?) Plus, average net income is $135,000 per year—how do we feel about that? Like and share and give @hmphotoprof a follow!

Reps!How do you feel about representation? Are y

Reps!How do you feel about representation? Are you repped? Would you like to be? I think there are a lot of misconceptions about the role of a photo rep. What do you think? Comment below and give @hmphotoprof a follow.

The Daily Edit by @heidivolpeStanding Strong: @j

The Daily Edit
by @heidivolpeStanding Strong: @josue_fotoCreative Director: Josué Rivas
Founder of INDÍGENAHeidi: You drove 1,400 miles to Standing Rock and committed seven months of your life to being in the community, serving as a witness and documentarian to ensure that Indigenous perspectives were included in the narrative. Eight years later, the images made in “Standing Strong” remain iconic and impactful. How has this body of work informed your creative evolution?Josue: In retrospect, I gained a deeper understanding of the significance of a movement transcending traditional creative practices. The protocols and prayers I experienced, led by both elders and youth at Standing Rock, were integral to this transformation. Addressing the question of creative evolution, it’s fascinating to reflect on how this large gathering was inherently infused with conflict. The challenge lies in honoring these moments through spiritual practice while still innovating the narrative. My approach to creating that work was rooted in intention—seeking to create a space where we could tell our own stories, which I believe is a fundamental human right. I think there’s something we can all learn from Indigenous stories, especially in this current time.CONTINUED IN THE COMMENTS

@lindseydrennan promo 👍👍👍 cool ⭐️⭐️⭐️⚡️⚡️⚡️

@latelier_nicolas_demoulin colab with @fabien_krei

@latelier_nicolas_demoulin colab with @fabien_kreitmann 👏👏👏👏 super ✨✨✨✨⚡️⚡️

@bravocado._ promo 👏👏👏👏 fantastic ⭐️⭐️⭐️⭐️✨

@charlotteschreiber By @angsmithersAngie: How d

@charlotteschreiber By @angsmithersAngie: How did you get started in your career as a photographer?Charlotte: I’ve been a photographer for the past 15 years. I studied photography here in Germany. I had chemistry and art as majors before I finished high school. We had a photography assignment and there was a small dark room that we could work in. I know it sounds so cliche, but when you are in the darkroom and the image suddenly appears on paper, it’s this magic moment. I said to myself: ‘Oh, this is fun and I think I’m good at it. Is a photographer something that you can become? Let’s see how this plays out.’Sometime into studying, my father passed away and I had to get rid of his things. The attic was full of his photographs and Super 8 films. I remembered that he taught me a lot about photography. When we would go on holiday, he always had a camera. There are pictures of me as a 4-year-old trying to take pictures. Now looking back, I realize photography was such a big influence, it was always there. So the idea of becoming a photographer didn’t feel too far-fetched.Angie: What was your first published photo?My first proper assignment was for Nylon magazine.I was interning with a photographer in New York and she had to travel to LA for work. She said: ‘I can’t take you with me on the shoot, but you’ll have time, so I’ll give you contacts. Why don’t you show your portfolio around?’I said: ‘I don’t have a portfolio.’She said: ‘Okay, when I’m back, you’ll create a portfolio and start showing your stuff around.’She gave me all her contacts. I was very young and I had no fear. I would go everywhere and anywhere. I went to Nylon Magazine and asked for a meeting. I had my meeting and the next day, they called me with a small shoot. I got paid $50 for it, which I would never accept now, but I thought: ‘If I can do this in New York, I can definitely do it in Germany.’CONTINUED IN THE COMMENTS

Creative fees are notoriously hard to determine an

Creative fees are notoriously hard to determine and maintain. What works for one client will be beaten down by another. Maybe you have a rough idea of your day rate and shift it up or down depending on the client and the shot list. In this post, we consider some of the lowball jobs and find some silver linings.

This data might be a bit dated, but we’ll take t

This data might be a bit dated, but we’ll take the win; as you can see from the graph, most respondents reported a positive trend in their income post-covid. Listen for some reflections on charging more and working less. Plus, some thoughts on the benefits of diversifying your offering. How’s 2024 ending for you?

A few weeks back I asked photographers how they de

A few weeks back I asked photographers how they deal with abusive clients after someone asked if I would bring the topic up because they were dealing with a client who’d gone off the rails. There was so much great advice given in the comments I’m reposting it for future reference. Here’s a summary of the advice followed by the full comments from photographers:“Emotional projection says more about the clients person ( weakness) do not take it personally““I try to mitigate this on the front end with very clear expectations and a very thorough contract. I also make detailed notes during our pre-production and calls. Any time there is a question about deliverables or a client oversteps with over communication or “sweetly” asks for things above/beyond what I’ve agreed to, I try to kindly remind them of our initial agreement. I also make sure my contracts say I have the right to withdraw from a project for any reason I see fit. You just have to take your initial agreements seriously. I’ve only had one client get nasty with me after our project was complete, but I held up my end of the bargain and completed the project to the best of my ability. I think it’s a skill to be able to weed the abusive clients out on the front end before you ever agree to work with them in the first place. Just always be sure you’re covering yourself with contracts, even with friends and family. Keep emails/past communication. Cover all your bases, every single time.”“I feel that this is an increasing problem that used to happen once in a while and now it’s much more frequent. Clients using gaslighting (and the
“promise” of more work in the future) to manipulate artists into doing more work with no compensation. When I experience this level of abuse from a client (and I have more than once) | finish the job with a smile on my face and I never answer any future inquiries for work with them.”“I would recommend allowing yourself some time to cool down from the harassment, and when you’re in a good calm space write a professional email firing them as a client.”CONTINUED IN THE COMMENTS

THE DAILY EDIT by @heidivolpe@nytimes Photograph

THE DAILY EDIT
by @heidivolpe@nytimes
Photographer: @haiyunjiang 2022 -2023 The New York Times Fellowship Recipient – Washington, D.C.

Heidi: You created Grassroots, a magazine that focused on individuals involved in the different aspects of the 2018 midterm election. What trends did you notice then, and how were they represented in this 2024 election cycle?  Haiyun: When I created Grassroots for a class assignment at Ohio University, I felt the momentum from local Democrats, as well as women, to run for public office at a local level, after almost two years into Donald Trump’s first presidency. I was interested in how local elections reflected a national sentiment or lack thereof. I followed Erica Crawley, a black single mother who was running for Ohio State Representative at the time, on her campaign.I covered both former President Donald Trump’s and Vice President Kamala Harris’s campaigns on and off for this election cycle, and from my experience I felt a stronger sense of urgency from both sides to get their candidates elected to the White House, more so than the 2018 midterm election.CONTINUED IN THE COMMENTS

NOTE: Reposting this from last week because I acci

NOTE: Reposting this from last week because I accidentally cut the video off.Advice! Big topic here but we’ve distilled down the highlights. There was lots of discussion around the benefits of having a distinct style or niche so it’s getting its own post soon. Otherwise, we can probably all agree on the importance of kindness, community, and business skills. But working for free? Most of you weren’t keen. Watch the video for the full report but in the meantime, what other nuggets of wisdom can you share? Worst advice? Best advice? Unpopular advice? Comment below and give @hmphotoprof a follow.

Is it better to develop a distinct style, find a n

Is it better to develop a distinct style, find a niche, or to generalize? As you can see from the quotes above, feelings are mixed. But the answer might be a bit from column A and a bit from column B. Watch the video for some opinions and further observations and give @hmphotoprof a follow.

Photo by the legendary @albello55 … oh the irony

Photo by the legendary @albello55 … oh the irony.

Advice! Big topic here but we’ve distilled down

Advice! Big topic here but we’ve distilled down the highlights. There was lots of discussion around the benefits of having a distinct style or niche so it’s getting its own post soon. Otherwise, we can probably all agree on the importance of kindness, community, and business skills. But working for free? Most of you weren’t keen. Watch the video for the full report but in the meantime, what other nuggets of wisdom can you share? Worst advice? Best advice? Unpopular advice? Comment below and fine @hmphotoprof a follow.

@prigragg promo 🔥🔥🔥 outstanding 😍😍👏👏👏

@billphelpsstudio promo 👏👏👏 cool⚡️⚡

@billphelpsstudio promo 👏👏👏 cool⚡️⚡️⚡️⚡️

@cbuphotography promo 👍👍👍👍

@cbuphotography promo 👍👍👍👍

@vaughanbrookfield promo ⚡️⚡️⚡️👏👏👏🪴🪴🪴

Photographers let’s talk holiday gifts!

Photographers let’s talk holiday gifts!

Pricing & Negotiating: Brand Narrative And Interio

@danieldorsa promo ⚡️⚡️⚡️ super 😍😍👏👏👏👏

@dhprince2 promo 😍😍 woW 👏👏👏👏⭐️⭐️⭐️⭐️⚡️⚡️⚡️⚡️

@rperryflowers promo ⭐️⭐️⭐️⭐️ awes

@rperryflowers promo ⭐️⭐️⭐️⭐️ awesome 👏👏👏

Instagram post 17909279868018538

Instagram post 17909279868018538

Are you supplementing your income with non-shootin

Are you supplementing your income with non-shooting work? I don’t want to make too many assumptions about why 39% of photographers are earning extra cash on the side (love of the hustle or necessity?) but I do have a breakdown of where that additional money is coming from so listen for more context. What about you? Is this a part of your reality?

@karlherberphoto promo 😍😍excellent 👏👏👏⭐️⭐️⭐️

@mattmcquillan promo ⚡️⚡️⚡️great 👏👏👏

@rowanfee promo 😍😍wow 👏👏👏👏👏👏

@trevorpaulhus promo is great ⭐️⭐️⭐️👏👏👏

@talktonatasha promo 😍😍 awesome ⭐️⭐️

@talktonatasha promo 😍😍 awesome ⭐️⭐️⭐️👏👏👏

@samidrasin promo ⚡️⚡️⚡️⚡️Fantasti

@samidrasin promo ⚡️⚡️⚡️⚡️Fantastic 👏👏👏👏

@jesswebbphoto promo 👌👌👍👍

@jesswebbphoto promo 👌👌👍👍

Demographics! Who are the folks that participated

Demographics! Who are the folks that participated in the survey anyway? Swipe to see a few different demographic breakdowns. In theory, when we put some of these metrics together (how does gender or location relate to net income for example), we’ll begin to have a really nuanced view of the industry. What breakdowns do you want to see? What should we query on our upcoming survey?

Day Rate! This data was a bit tricky to extract so

Day Rate! This data was a bit tricky to extract so feel free to weigh in below on how this squares with you. Who’s lumping in social media and non-advertising web use in a typical day rate fee? Does $3000 seem accurate to your experience as a commercial photographer? Who’s able to get addition usage? Listen for more context and give @hmphotoprof a follow.

A Photo Editor continues to provide much-needed tr

A Photo Editor continues to provide much-needed transparency in the Commercial Photography business. Recent Instagram posts inspired me to write about my experiences as a working photographer.I’ve been a commercial photographer since the 1980s. My first ASMP chapter meeting, in the basement of a camera store, felt like an initiation into a world of seasoned pros. There was laughter, camaraderie, and—just as quickly—accusations of lowballing and client poaching. Discussions about predatory contracts, work-for-hire deals, and difficult clients were common. At the time, I was a young assistant, just trying to make sense of it all. What struck me most, however, was despite the tension in those meetings, these photographers were dedicated to creating great work for their clients. It took me years to realize that photography is a business like no other, and while we all use similar tools, the ways we practice and survive in this industry are incredibly personal.One of the biggest misconceptions, especially in online communities like A Photo Editor, is that we’re all playing by the same rules. We’re not. There’s an idealized notion of a “golden age” in commercial photography where clients paid handsomely, and photographers were revered for their craft. The truth is, there was never a golden era, while there have always been superstars, the rest of us have been adapting and figuring things out as we go.When I began my career in New York City, licensing and usage fees were standard practice. But the internet changed everything. Suddenly, clients had more places to use the same image and didn’t always want to pay for that extended usage. Then, when I moved to Pittsburgh in the 1990s, I realized business dynamics were different here; clients weren’t working from the same playbook, and I had to adjust. This industry doesn’t operate under one-size-fits-all rules, we each navigate our own unique landscape.CONTINUED IN THE COMMENTS

Marketing! Responses to the P:HMDYM study around m

Marketing! Responses to the P:HMDYM study around marketing were mixed. Some folks are definitely struggling with Instagram and it sounds like Directories really aren’t all that anymore. What do you think: Is Instagram a “necessary evil”? Is SEO really “everything” for your business? Are you sending targeted cold emails and seeing results? What’s your approach to marketing? Tell us in the comments below and give @hmphotoprof a follow.

Photographers, what are we doing about abusive cli

Photographers, what are we doing about abusive clients?

Video! Responses to the P:HMDYM study seem to sugg

Video! Responses to the P:HMDYM study seem to suggest that requests to shoot video are less frequent than expected. What’s going on for you now? Can you charge more for these asks or is the client approaching video as just an add-on to an already busy day at no extra cost? Are these requests going up and how are you monetizing them? What impact is video having on your business? Tell us in the comments below and give @hmphotoprof a follow.

I’m excited to launch a new column where Heather

I’m excited to launch a new column where Heather Morton @hmphotoprof looks at the data I’ve collected and presents interesting and informative themes, patterns and nuggets of wisdom. There’s a lot to talk about and we want to use information we’ve gathered to back it up. I’m also excited to partner with her on a new survey that will have more rigor and give us a better picture of the industry we all love. Please give her a follow and show your support.

A Year of Struggles“Between you and me, 2024

A Year of Struggles“Between you and me, 2024 sucks too. My market is shit tho. Should have moved 10 years ago. Had to take a job in home remodel/construction.”“I’ve been doing this for over 13 years. I went from having some of the busiest years of my career (2019 thru August 2023) to doing maybe 20% of that so far this year.”“Absolute dumpster fire of a year. If it weren’t for the 2 jobs I have been able to snag as of this summer, I’d be in some serious trouble.”“Worst year of my career.”“Two shoots a week in 2016, my peak. Then at some point, I raised my prices after realizing I burned myself out for relative peanuts. Did three shoots all year so far in 2024.”“Worst year on record for me in 15 years including COVID.”“I feel incredibly seen reading these comments. Being a commercial photographer can feel so isolating. You never know what’s really happening on the outside.”“Last year was bad, but this year feels like someone turned off the faucet completely.”“I had to get a 9-5 because I can’t get booked. I’m struggling so much, and it’s crushing me.”The Rise of AI and Economic Pressures“Lost out on 2 separate assignments because the client decided to turn to AI. This alone has made this year very ominous to the future of my beloved profession.”“Budgets are lower, usage isn’t a thing these days, and no one cares or can see quality.”“Inflation, AI, election, brands changing from big shoots to many smaller shoots to get more content for the ever hungry content monster called social media.”“Everyone wants to save money, and AI is becoming the go-to solution. It’s terrifying.”“I’ve seen jobs disappear overnight because they figured AI could do it cheaper.”“Clients are spending less, expecting more, and AI is just another nail in the coffin.”“This year alone, I’ve lost out on at least three jobs to AI. It’s really unsettling.”“The industry has been in decline for over a decade, but the momentum is getting strong enough that EVERYONE feels it and sees it now.”“Even the ‘big’ corporate clients are pushing back more on estimates than they used to.”CONTINUED IN THE COMMENTS

@codyrundall promo 👍👍👍⭐️⭐️⭐️⚡️⚡️⚡️

@withouthesan promo looks great 👍👍👍⭐️

@withouthesan promo looks great 👍👍👍⭐️⭐️⭐️

Pricing & Negotiating: Brand Narrative and Interio

@jaredhamiltonvisuals Familiar Paths 👏👏👏👏 really great ⚡️⚡️⚡️✨✨✨

@andrewkemmisphoto promo 👍👍👍⭐️⭐️⭐️

@anais_dax promo ⚡️⚡️⚡️⚡️ fantasti

@anais_dax promo ⚡️⚡️⚡️⚡️ fantastic 👏👏👏👏 @apostrophereps

@bengirardi promo ✨✨✨ cool 👏👏👏

@bengirardi promo ✨✨✨ cool 👏👏👏

@grahamimages promo 👍👍👍⭐️⭐️⭐️

@grahamimages promo 👍👍👍⭐️⭐️⭐️

Really not interested in wasting time on any of it

Really not interested in wasting time on any of it.

@adamstanzak zine ⭐️⭐️⭐️⚡️⚡️⚡️👍👍👍

@_gregoryreid_ promo ⭐️⭐️⭐️👏👍👍👏👏👏

Uh…….. you realize Open AI is trying to destro

Uh…….. you realize Open AI is trying to destroy journalism??

2023 numbers $77,000 spent on freelance contracto

2023 numbers
$77,000 spent on freelance contractors
$179,000 employee payroll (includes me)
Employees make between $40k and $60k a year
$20,000 office space (but I personally own the building so I pay myself rent)
$8,000 legal and professional services
$10,000 job supplies
$7,700 advertising
$8,500 gas
$11,000 utilitiesBusiness is structured as an s-corp with myself and spouse as the officersOur clients span from publicly traded large companies to family owned, almost all based in Texas but some are international.
I have 2 full time and 2 part time employees.For retirement I’m saving 8% of my income paid to myself in 401K. Saving $75-$100,000 a year of business income in money market account at 3% returnWe have three rental properties including the one my business offices out of that I am paying off still but will have one paid off within 3 years. Two are on Airbnb which my wife manages.Off most Saturdays and Sundays but occasionally we do have weekend shoots. I take about 4-6 weeks off a year for vacations but have staff still doing shoots. I work a lot almost all the time even on vacation a bit remotely, however since I hired a project manager I’ve been able to be more off duty on vacations.Every year for the last 6 years out business income has continued to increase and the business has grown.Typically work on a $3500/day rate, could be 8-10 hrs. This doesn’t include edited video, that is billed at about $500/final edited minute. There are other add-ons. We like to try to make about $5000-$8000 a shoot. Joint licensing is included as we use the content for our own marketing as well. We charge extra for exclusive. Payment terms are on net 30 so we always have a cash flow of income coming in for 30-60 days out. Most shoots are 8 hr days and we work in some hot, desolate and dangerous conditions. Specialized safety training is required for our people.CONTINUED IN THE COMMENTS

Instagram post 18350628586141017

Instagram post 18350628586141017

@theworkbookphoto promo ⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️⭐️

@jondragonette promo ✨✨✨👍👍👍

@jondragonette promo ✨✨✨👍👍👍

@cbuphotography calendar 👍👍

@cbuphotography calendar 👍👍

@christopher_appoldt promo 👍👍

@christopher_appoldt promo 👍👍

@kwakualston Egungun The spirit catchers of Benin.

@kwakualston Egungun The spirit catchers of Benin. 👏👏👏👏 wow, awesome 😍😍😍

“2024 has been a particularly challenging year f

“2024 has been a particularly challenging year for me.”“Despite nearly 17 years of experience as a photojournalist, I’ve received only a few requests for assignments this year, almost none of which have come to fruition for one reason or another. A decade ago, I could reliably earn about $50-60K per year—a level of success I was proud of in this industry. Now, it’s hard to scrape together much more than $10K annually. It’s disheartening, especially since many of the photo editors I’ve built relationships with over the years have been laid off.”“In my 20s and early 30s I felt as though I thrived, but now, as a woman in my late 30s looking to start a family, I feel increasingly uncertain about my place in the industry. I’ve noticed that colleagues who seem to be managing are often supported by rental income or inheritances, which makes the struggle even more apparent.”“I’m at a crossroads, torn between returning to school for an entirely new career or finding a way to repurpose the skills I’ve honed over the years. Even adjacent professions feel out of reach—documentary filmmaking, for instance, seems like the domain of the wealthy. Transitioning to photo editing also seems nearly impossible, as even entry-level positions require previous experience.”“I continue to hold on, whether out of sheer determination or stubbornness. This profession is my identity, and I believe deeply that journalism is more important now than ever. Yet, it’s becoming increasingly clear that this commitment may be irresponsible and detrimental to my own future and the future of the family I so desperately want.”CONTINUED IN THE COMMENTS

“Awful. Looking to change careers and go back to

“Awful. Looking to change careers and go back to school. Budgets are lower, usage isn’t a thing these days, and no one cares or can see quality. If I could charge time for being briefed on a project, doing test shots, and treatments for projects ‘that changed direction’, I could retire though.”“Promising. 15 yrs in advertising photography, South Florida based, my clients are national & international. 2022 was my best year to date, 2023 was rough, almost went bankrupt until 80% of my income came in Q4 and put me back on track. 2024 has been a marathon since January, just trying to keep up. All my clients are repeat clients, I’ve earned their trust over the years and they’re growing with me. I’m getting the numbers I want, but still feel there’s room for growth. I offer libraries to most of my clients now instead of 5-10 campaign images and I produce most of my shoots, sourcing team, talent, props, etc. Having multiple offerings has helped keep me busy and makes it an easy choice for my clients to come back to me. Best advice I can give is get out there and network. I’ve built my business on referrals and reputation. Your work has to be on the level, but after that it’s all who you know and how much they like you.”“Started out hopeful now dead since March. Shaping out to be my worst year since the pandemic.”“Better than last year but I’m just starting out. Definitely couldn’t survive without my spouse’s income.”“Weak. ‘22 and ‘23 were much stronger. However, the second half is showing promise. IF the fruit doesn’t wither on the vine.”“Better than 2023. i’m in corporate event and headshots.”“Really close to selling my gear because nobody seems to give a shit about what I do anyway. In this industry, it’s simply about who you know. Everything is so cliquey it makes me want to vomit. Trying to keep the love for what I do but all of these factors make it near impossible.”“I’ve never been busier. But I went in house a little over a year ago. The consistency of work is improving my skill set immensely. And I’m learning a tremendous amount about what is needed from us. As well as how to continually evolve and grow.”CONTINUED IN THE COMMENTS

“Honestly better than the past few years I’ve

“Honestly better than the past few years I’ve been booking a handful amount of jobs each month I think 2025 feels promising but who knows the recession is coming.”
“Not great, about half what 2023 was.”“Looking great, I changed genres after a couple challenging years. As a part-time photographer I’m starting to wonder if full time is an option in the near future.”“Worst year of my 18 year career as a lighting director and photographer.”“Terrible.”“Hopeful.”“Feast or Famine.”“Brutal .”“Terrible. Definitely my worst year as a freelance after 20 years. My last big client went from almost non-stop work to virtually nothing overnight. It’s a real fight for survival now and I foresee most freelance photographers I know leaving the industry this year.”“I am not having a very good year, financially speaking. The projects that are showing up are low budget and there are few willing to pay for what things are really worth.”“In the meantime I’m taking advantage of my free time like never before to do personal projects so creatively it’s a great year. Something I can’t do when I’m overworked, I try to see the positive side of this particular and difficult collective moment.”“Great! Since 2020, every year has increased income. I’m in a smallish market in the south, mainly commercial & editorial. A lot of corporate branding and headshots, architectural (residential mainly) along with editorial work for regional and national magazines. 2022 ~150k, 2023 ~250k, 2024 on track for ~300k or 350k. Been in business around 7 years.”“26, F, 3 yrs full time freelancing 7 years of professional experience, LA based. I’m a fashion photographer and dabble in freelance digital teching, retouching, and photo assisting. This year has been rough, I have one consistent client booking me 1-3 days a week. Otherwise photo work has been slim pickings if any at all. I’ve been mostly busy as a digital tech but even my retouching is slow. Photographers I’d work with regularly for assisting are not working… it’s real bleak out here. LOTS of talented and hardworking people but so little work.”CONTINUED IN THE COMMENTS

Anonymous Comment: This has been the worst year of

Anonymous Comment:
This has been the worst year of my career since I started working 15 years ago. I went from making 150k-300k in a year to this year making 10k so far, which are mostly from small editorial placements and a small amount of royalties. I haven’t worked since fall of 2023. No jobs in sight. I’m now on state health insurance and definitely going into my savings to make ends meet. Most of the money I’ve made in years past is tied up in real estate or my retirement (which I am so thankful for! But it means I don’t have a ton of access to cash), and I’ve gone through my emergency fund for “if I don’t work for 6 months.” I feel super lucky to have been able to put these reserves away, but the future is scary nonetheless.In addition — the industry has changed so much. The last few years, when I do work I get the same rate that I got 10 years ago, yet life is so much more expensive, not even considering the business expense associated with this career (gear, processing, insurance, accounting, etc). I have freaked out many times this year because of the lack of work, and the desire to start a family in this time of uncertainty.All I can do is continue to be active with my business relationships, work on my personal work, and try not to be too catastrophic. If there’s only thing I’ve learned it’s that this industry is in fact cyclical and it always comes back around. I have always had faith in the slow years (Covid! Omg!) but it’s hard to keep my head up right now. I’m relieved to hear I’m not alone but hoping everyone gets some real relief as in some real JOBS very soon. Love to all… “CONTINUED IN THE COMMENTS

Let’s talk about the state of the industry. How

Let’s talk about the state of the industry. How is everyone feeling?Anonymous form link in my bio. You can also DM me or post a comment. I’ll repost some of the comments for discussion.

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A Photo Editor (APE) is edited by Rob Haggart, the former Director of Photography for Men's Journal and Outside Magazine. Contributors include fine art photographer Jonathan Blaustein (@jblauphoto), Creative Director Heidi Volpe, photography consultant Suzanne Sease and Executive Producer Craig Oppenheimer of Wonderful Machine.

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