What advertising photographers do
Advertising photography jobs actually fall into a ‘niche’ occupation under the more general heading of industrial photography. Photographers so employed take photos on either digital media or film; edit them to specifications and provide the finished photos to either their employer or their clients. It’s also interesting to note that according to Bureau of Labor Statistics (BLS) 2004 figures, more than 50% of all advertising photographers were self employed.
An advertising (commercial) photographer usually works to photograph objects and areas as required by the project assigned. These typically include products; buildings; equipment; scenery; employees (single or in groups); vehicles and models. These assignments are widespread and diverse as is the media the photographs appear in.
Advertising photographers must be aware of the media where their work will be used. Magazines are prime media, but much work is also done for websites, catalogs, annual and interim corporate reports, books and more.
Advertising photography jobs require education/training
While having an interest in photography is important, the advertising photographer needs training and experience. This can be gained through formal education; as an apprentice to a well-established photographer; or a combination of the two. Evidence of the photographer’s capabilities is generally contained within a portfolio of the work he has done in the past.
Taking good pictures by natural creative talent is just one aspect of what the advertising photographer needs. There is also a sizeable amount of technical knowledge required about cameras, lighting and – in the case of digital photography—the computer software necessary to edit and manipulate digital images. Knowledge about high-resolution digital printers and the proper use of digital cameras is also required. The advertising photographer of today needs specialized knowledge that his counterparts of a few years back did not.
Although digital photography has replaced most of the traditional film photography, there are still those times where film is required. This makes it a good idea for the new advertising photographer to also have some knowledge of darkroom/development techniques.
Formal skills required for advertising photography are taught in trade schools, colleges and universities as well as in junior colleges and community colleges. It is a good idea for the aspiring advertising photographer to have a degree or certification in the filed that they are most interested in. Employers look more favorably on applicants that have such credentials in addition to experience and a great portfolio.
There are also online courses available from the Internet today. These degrees and certifications are now considered equally with traditional campus schools. They do, however, cost a bit less; don’t require commuting to classes and taking time off from work or family; and can be pursued at whatever pace the student finds most desirable.
What is the job outlook for advertising photographers?
The US Bureau of Labor Statistics predicts that job growth for advertising photographers will grow at about the same pace as the overall average for all jobs. This is so because (A)-There is substantial competition in the field but only so many openings and (B)-The new digital photography permits many employers to do their own photography in-house at less cost. Nevertheless, there are always good opportunities for talented, ambitious advertising photographers who understand how to promote their services.
While better than half of all advertising photographers are self employed, there are still many who are full-time employees of other firms. Most of these are employed at advertising agencies that have a continuing and diverse range of projects from a sizeable client base. Firms who publish and distribute large volumes of catalogs and direct mail promotions are also frequently hiring.
Most of the statistics for advertising photographer salaries are five or more years old. Moreover, the numbers vary much more widely than those for most other fields. However, the statistics that are available show that (in 2002) the lowest 10% earned $14,460 or less; the middle 50% earned between $17,750 and $35,000; and the highest 10% earned $49,950 or more. Advertising photographers specializing in the fashion photography field have been known to earn as much as $250,000 or more per year, as do some photographers working for posh magazines.
Breaking in to the advertising photography business
The real key to successful earnings as an advertising photographer is personal tenacity and this is true whether you are seeking full-time advertising photography jobs or you are self employed and seeking project assignments. First, you need the strongest possible portfolio that shows you are capable in a variety of areas such as table-top photography, architectural photography, etc. If you have good references, include them with your portfolio. You also need to be creative in choosing the companies to solicit advertising photographer’s jobs from. A good website will also help you locate work. You should also register with services such as www.guru.com and www.elanc.com who will notify you of specific outsourced projects that are open for bids.
Finally, remember that many advertising photographers find employment with nationwide advertising/PR agencies. Write or call their creative directors and offer to come in and show them your portfolio.
These are the primary steps to take. Make people aware of your abilities and eagerness to work and never stop promoting yourself. Good luck and good hunting!
