Amherst Media 2010, softcover, 8 1/2 x 11", 128 pages, color illustrations

This invaluable guide explores the different aspects and challenges of succeeding in the industry. Approaching the subject systematically, the topics begin with determining what kind of commercial photography to pursue and how to get the training needed to carve out a niche in the market. Continuing to delve further, the topics expand to marketing techniques, negotiation skills, estimating and charging for work, maximizing profits while minimizing expenses, and ethical business behavior. Armed with this information, commercial photographers who are developing or expanding their businesses will know how to evolve and grow during periods of both prosperity and recession.

Features:
* The history of commercial photography and its influence on the photographers of today
* Licensing, copyrights, and usage fees-and what they mean to your bottom line
* The business, pricing and service practices that spell success
* The legal aspects of commercial photography, from contracts, to model and property releases, to insurance and taxes
* Identifying your strengths and interests as a photographer-your niche-and determining what equipment and skills you'll need to succeed in that field
* Understanding the role of stock photography in your business
* Tips for developing a successful marketing program-the blind spot in most artists' business plans
* Developing a portfolio that will get you noticed, then providing clear, accurate bids and estimates to get the job
* The ethics and standards of the commercial photography industry
* Getting your business up and running, from choosing a name to becoming an official business entity
* Financial strategies to ensure the longevity of your business