Is Professional Photography Dead?
Sixty years ago, pictures in most books, magazines, and newspapers were
sparingly used compared to today. The reproductive process was arduous, the
final printed product, especially in newspapers, usually relatively low in
resolution and grey scale range. The few productions that had high quality were
very expensive and professional photographers took great care to get images of
excellent artistry. The Graflex and standard view cameras used were expensive
and the 4x5 sheet film they used cost so much that one did not just click away.
Very few people could afford to be the photographers that produced high quality
images.
Today, the reproduction process is fast and inexpensive. The general public sees
so many images that they now tend to scan them rather than absorb the content of
each one. So today's mantra is impact. With a few exceptions, it is now far more
important to get an image that catches the eye than it is to provide and
photograph all the nuances of subtle lighting and composition. Even pro
photographers frequently claim to have shot thousands frames of a subject to get
the impact shot they finally used. Today, a much higher percentage of the
general public owns a decent quality digital still or video camera and they are
everywhere. So when something interesting but of short duration happens, the
amateur right in the area is far more likely to catch the initial peak action
than is a newspaper or magazine reporter that hears about it from the front
office after word gets there and goes out and photographs it. Impact beats out
aftermath. And buying the picture rights from amateurs is far cheaper than
keeping a bunch of full-time staffers on board.
There are so many good amateurs out there, that it is now relatively inexpensive
to hire them to do credible photography "professionally". So theme parks and
chain photo operators can hire and set up these photographers with salaries that
start under $10 per hour and they are delighted to work at that rate at least
for awhile. When they leave for greener pastures, they are easily replaced. This
really cuts in to the studio professional photographer's business because of the
overhead and the fact that a much higher income is desired by the professional.
Back in 1969 when I first began as a photographer things were by today's
standards complicated. No auto everything camera. No mini labs. No digital.
Basically you had to know what you were doing in order to get good saleable
photos. So the average person at the time really didn't have a chance even being
considered a "professional".
As things changed I managed to go with the flow. Upgraded my camera, new
darkroom equipment and managed to get some magazine gigs. Times were good!
Then about 15 years ago I attended the annual industry convention at Jacob
Javits Center in NYC. At one of the booths a computer technician was moving a
flower from one vase in a photo and placing it in another vase in the same
frame!!!!
Everyone was amazed at this new technology. I asked one of the reps how much for
the workstation they were demonstrating. Individual components were not
available.
I can still remember him saying, "oh, I can get you into a basic workstation for
about $35,000"!!!!!!!!!! Holeeeyyyyy Crap! were the first thoughts to sprang
into my mind. As others gathered around and talk drifted back and forth it was
pretty much the contention of those attending that this new "digital" thing was
just a gimmick and real photography would just keep on going as is.
I knew right there and then that attitude was going to drive a lot of
photographers into bankruptcy. I was determined to find out more. Learn and
understand the digital process. So today that workstation which I can assemble
today for less the $2,000 and do much more then they thought possible is within
reach of every photographer out there.
My point is that photography is an ever changing profession. Producing a good
image is no longer the sole requirement for a professional. A good image is
practically within reach of anyone who can buy a new digital camera. My entire
way of doing business has changed because of it.
While never attaining a "celebrity" status and in the past having flirted only
with a limited form of fame for a regional magazine made dealing with the
general public a necessity if I wanted to work as a professional. I did what a
majority of professional photographer do, I opened a studio. That worked for
many years successfully. But again times changed!
Today I no longer provide just "images". I am now a digital artist, graphic
designer, re-toucher, copy writer, ad agency and marketing manager all rolled
into one. My money now is made providing a "photographic service" from concept
to completion. I can do things that even the best amateur with the top of
the line equipment can not do!
Would I enjoy being "just" a photographer. Yes sir no doubt about it!
Could I survive in my small corner of the world doing just that. Not a chance!
Find your niche. Re-think your services. Raise yourself above the "talented
amateur".
While photography may change in form it's heart still beats strong in all of us.
Images are just that "images". As once the old world artists scoffed at
photography as "new fangled" toy we now have an entire different set of tools
available to us. Learn them, use them and photographers will always be here.