Commercial Photographer

Commercial photography is an ideal business for the individual who can produce. If you can “see” the images needed by a business segment in your community, and produce them on time for a competitive cost, you can probably develop relationships with your customers that will bring you an ongoing stream of business. Photos always seem to be needed, but often at the last minute. You will need to produce under pressure and have a reputation for getting it right the first time. Commercial photography requires an interesting combination of technical, artistic, sales, and business skills. If you have this mix, or can develop it, you can go far.


The photographic equipment you use is, of course, the vital component of this business. (A top-of-the-line digital camera will generally run $3,000.) Having an effective home office is also necessary for supporting the “business” side of your business: receiving assignments, preparing invoices, and so on. You could earn upward of $35,000 in the beginning, and the sky’s the limit once you develop a healthy reputation.


Most successful commercial photographers specialize. And some have gone beyond providing the photographic image alone to off ering related services—preparation of brochures, scanning and retouching images, or working in close association with graphic artists and copywriters to provide a completed piece. If you become known for excellence in photography of construction projects, retail store installations, or company board retreats, you will have a leg up on the competition. Th is is another crowded field with plenty of room at the top.


Approx. cost of start-up:     $3,000 to $5,000


Approx. potential earnings:     $35,000 and up


Typical fees:     $35 to $50 per hour


Where to promote:     Classifieds, trade publications, business groups, direct mail, Web site with online portfolio


Qualifications:     Photographic skills, excellent time management skills, ability to market and sell your services


Things needed:     Excellent camera equipment including traditional and     digital, cell phone, computer with Internet access and photo printer, fax, business cards, letterhead, envelopes


Required staff:     No


Hidden costs:     Equipment upgrades and repair, travel costs What You Do    


Tom Uhlman, owner of Tom Uhlman Photography in Cincinnati, Ohio, says that he stands apart from other commercial photographers by off ering sound editorial judgment in addition to providing quality photographic work. “I’m dependable at finding interesting situations, giving publications the kinds of unusual photos they want and need without having to wait for assignment.” Uhlman’s photos have been picked up by the Associated Press and have appeared in Newsweek,the New York Daily News,and USA Today.


Uhlman says he couldn’t do without top-quality cameras with motor drives, ?ash equipment, better-than-average lenses, and dependable transportation. “I would also buy a police scanner, so you can shoot ‘hard’ news as it happens. It’s the best way to break into newspapers, because they often don’t have the staff or time to get these shots.”


“Look at the work of others and learn from it. But you’ll probably learn the most from being out there and getting your own experience. Find photos that tell good news stories, and you should never have a problem selling.”


“I pretty much did everything in the right way and time. I learned early on that doing is what gets you there.”