The digital revolution
has brought amazing flexibility and ability to control various factors during
the image taking and making process. Photographers, the hobbyist, the
professional, the amateur all benefit from this ability to manipulate
pixels. However, with flexibility comes a price. Digital camera
equipment is still considerably more expensive when you factor in its’
lifespan, the need for additional resources for processing those images, the
time it takes to get a usable image and the effort that goes into creating a
work of photographic art.
We all know that you
can go to the local Walgreen’s and pay a $1.99 for a print – as a client you
may wonder why you may pay upwards of $50, $70, $90 for a custom photography
print. Photographers hear this statement every once in awhile:
“How in the world can
you charge $60 for an 8×10 if it costs me less than $2 to print at x store?”
The truth of the
matter is the answer to this question is multifaceted. Much of the cost
of a photographic print produced by a professional photographer has a lot to do
with the time, equipment costs, artistic vision and reputation of the
photographer not to mention expertise and the usual costs of running a
legitimate business.
The cost of TIME
Approaching it from a
time standpoint, let’s imagine that you have hired a photographer who has work
that you love. This photographer is traveling an hour to your destination
to photograph your session. Here is an example of a time break down:
·
session prep time (30
mins – 1 hour, includes equipment and back up equipment checks + vehicle
checks)
·
30 min - one hour travel time
TO session
·
15-30 minutes prep
time at client’s home or location
· 60 minutes-2 hours
with client photographing subject
·
30 min - one hour travel time
FROM session
·
30-45 minutes
uploading time from digital cards from camera to computer
·
30-45 minutes time
spent backing up the original images
·
2-5 hours editing time
to present you with a diverse gallery of edited images
·
1 hour prep time
getting ready for ordering
·
2-3 hours time with
client for ordering images
·
1 hour sorting through
and checking order
·
30 minutes-1 hour prep
time for delivery
·
30 minutes-1 hour
getting order shipped
·
any additional phone
time or time needed for add on ordering, shipment issues, quality issues
In this example, the
time spent per client can range from just under 13 hours to 19 hours –
dependent on the photographer’s level of service. This is time dedicated
only to ONE session. When the photographer charges $150-$300 for the
photo shoot (aka SESSION FEE) you are not just paying for the two hours of
session time, you are paying the photographer for 12-19 hours complete time for
your session.
The COSTS of Maintaining a Custom Photography Business:
Regarding equipment
costs, a good quality professional camera with a selection of good optical
quality lenses and digital storage mediums and computer set up can run from
$10,000-$30,000 costs dependent on the photographer. Even though you can
purchase a really good quality digital SLR for
about $2100 there are still other costs related to photography. A good
lens for portrait photography can run from $900 to $2500. A dependable
computer system with software loaded for business and creative usage can run
$2500 to $8000 dependent on the photographer.
Then come lab costs
for specialty products. A good photographer knows the lab is integral to
their success. Photography labs dedicated to the professional
photographer often cost more and offer a range of products that allows
the custom photographer to continually offer new, innovative products for you,
the discerning client.
Discussion other costs
of running a photography business could take awhile so we’ll skip many of the
intricate details. There is of course much more: including costs of
running the business, taxes, studio rental/mortgage if the photographer has ownership
of a dedicated studio, vehicular costs, costs of advertising/marketing, costs
of sample pieces that the photographer will likely bring to your session, etc.
APPLES to ORANGES to
BANANAS:
Often times clients
will mention to their photographer that X studio in the mall/department store
only charges $19.99 for an 8×10 “sheet” or they may mention other things
related to discount photography chains. The fact is those discount chains
make their money on volume, not on customized 1:1 service. In February
2007 leased photography retail space by a rather well known discount department
store that started in Arkansas closed down 500 of their portrait studios across
the nation? The reason is simple, you cannot make money on 99¢
“professional” prints if you do not sell enough of them. Interestingly
enough – those same studios that offer the loss leader packages often charge
much much more for their a la carte pricing (as high as $40-50 for an
8×10). The whole reason the big department stores began offering portrait
services in the first place was to get you, the savvy consumer, in through
their door so that you could spend more money with them in other
departments. Your “PORTRAITS” are considered the “loss leader”.
Going to a chain
studio, as a consumer, you don’t have the benefit of 1:1 attention for 2 hours
at your home where your child is allowed to explore, play and be comfortable in
their home environment, nor do you get the experience that many custom photographers
are known for or the lovely captures of natural expressions. You simply
get a bare bones, “SAY CHEESE” experience. Keep this in mind when
selecting a photographer.
REPUTATION/EXPERTISE
of the PHOTOGRAPHER:
Being in demand, being
well known for quality work, having a good reputation often costs time on the
photographer’s part. Their expertise comes at a cost, their time learning
their craft and learning the intricacies of lighting and the commitment put
forth on their end to create a persona about their business that oozes
professionalism. A great number of photographers go a very long time from
the time that they purchase their first good camera to making money at the
business of photography. Many photographers, when first starting out,
rush in thinking that the business will be easily profitable in no time, how
expensive could it be to get a camera and use it to create their dream?
They often neglect to factor in the cost of business, the cost of equipment,
software, backups, etc..
Being of sound
reputation, a better professional photographer knows that they must always
reinvest in their business to create the reputation of being top notch.
To create good work good equipment, reliable equipment, back up equipment is a
necessity. The photographer who desires to be known as better/best/unparalleled
reputation-wise knows that the most important thing they can do for their
business is reliability and dependability. This is how reputations get
built. Good work often is a wonderful side product of building that good
reputation.
I hope this (lengthy)
article helps shed some light on WHY a custom photographer is a better choice
for your family’s memories. The photographs that are produced as a result
of the professionalism and dedication that your photographer has will be
cherished for a lifetime (or more) and great thought and consideration should
be placed into hiring who is right for your family’s most precious investment.
I get it, I do. Custom photography is not for everyone. It is expensive. But it is more than just running in and getting your pictures done and praying everyone is in a good mood. It is a true experience. It is a relationship. Booking with a custom photographer can allow you to have pictures that are unique and know that the person on the other side of that camera genuinely cares about the final product that you will walk away with.
xoxo
Brooke
817-564-3068
