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

Presenting ideas and commentary as well as photographs, this collection offers new photographers revelations and wisdom from professionals and informs them how to achieve commercial success. Commercial photographers create images that are designed to sell products, services, political candidates, organizations, corporations, and any other marketable commodity or idea, and their clients range from advertising agencies, manufacturers, retail stores, hotels, restaurants, and other businesses. With a section focusing on each of these types of services, this reference provides a quick workshop on an area of expertise, furnishing those new to the business with a wide variety of information about each specialty. Tips for selecting the most effective equipment for each subgenre as well as technical information about each camera combine with business-savvy know-how—from marketing, bidding, budgeting, building referrals, managing the office, and more—making this a comprehensive reference for being both behind and in front of the lens.

FEATURES:
• Insights on architectural, fashion, product, and advertising photography—and much more
• Tips on running a more successful, profitable commercial photography business
• Ideas for working with clients most effectively and delivering the high-quality products that build repeat business

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