Don’t Give Your Work Away to Get Established

It happened twice in the past month. I was contacted by 2 European photo magazines who wanted to feature my work. One from the UK expected me to spend office time writing narrative about “what’s in my bag”, produce a series of photos of what I carry, AND send a selection of location images that they would feature. When I asked what they offered for compensation the response was, you guessed it, nothing. Well not nothing. They offered “great exposure” for me and “credit.”

I tried to pose some usual rational questions being careful not to be sarcastic or condescending (unlike this blog post) explaining my time is valuable like his and I’m looking for some sort of win-win deal. The photo editor never answered. I’m sure he moved on looking to exploit the next photographer wanting “exposure” in this downed economy. My question is: What is a compelling reason for giving your work to a for-profit magazine that charges for subscriptions, advertising and has a paid photo editor? Anyone?

Let’s look at a couple of the usual demeaning offers by these low rent publications that want free content from artists. “You’ll get full credit” Yippee! Anytime you get an editorial use, you should get full credit regardless of what you are paid. C’mon! Do you really think big cheese photo editor from “Major Magazine” is going to see your credit in “Bottom Feeder” magazine and call you to license an image or offer an assignment? Suppose they ask you, “Hey, saw a great shot of yours in “Bottom Feeder”. Say, how much did they pay you for that? Nothing. Well great then! In that case we can only offer you 2k for a ¼ page.”

How about getting “great exposure”? You are a photographer being featured in a magazine for photographers. What is this exposure going to do for you? Are other photographers going to buy your prints? Again, will you get that career fostering call from “Major Magazine”? The truth is editors who offer “exposure” are really offering nothing of real value. There are a couple of exceptions I believe. If you are a workshop leader and the publication gives you an ad for your workshops in lieu of cash then that is a potential win-win and the exposure is worthwhile since you are reaching a targeted audience of photographers. Similarly, if you are being featured in a trade pub that goes to real ART BUYERS then the exposure potentially has some real value.

I also hear of photographers who fall into the trap of having to give their work away to get established. Get established as what? A photographer who is willing to give work away? Does anyone know of a new restaurant that served food for free for a week, or month until they became “established?”

Your photography has value and so does your time – just like the person on the other end. Don’t give your work away to get established. Bartering and horse trading are fine in some circumstances as long as you are getting something tangible of real value.

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