Why are Professional Photographers so expensive?
This article has been very well received by the photography community, and is published in the December 2009 edition of Professional Photographer Magazine.
In
this digital age where everyone has cameras, scanners, and home "photo
printers," we hear this all the time: How do professional (or personal)
photographers charge $X for an 8x10 when they cost just $1.50 at the
drugstore? Simply put, the customer is not just paying for the actual
photograph; they're paying for time and expertise.
The average one-hour portrait session
First, let's look at the actual work involved:
- Travel to the session
- Setup, preparation, talking to the client, etc.
- Shoot the photos
- Travel from the session
- Load images onto a computer
- Back up the files on an external drive
- 2
- 4 hours of Adobe® Photoshop® time, including cropping, contrast,
color, sharpening, and backing up edited photographs. Proof photos are
also ordered.
- 2 - 3 hours
to talk to the client, answer questions, receive order and payment,
order their prints, receive and verify prints, package prints, schedule
shipment, and ship.
- Possibly meet clients at the studio to review photos and place order. Meeting and travel time average 2 hours.
You
can see how a one-hour session easily turns into an eight-hour day or
more from start to finish. So when you see a personal photographer
charging a $200 session fee for a one-hour photo shoot, the client is
NOT paying them $200 per hour.
The eight-hour wedding
A wedding photographer typically meets with the bride and groom several
times before and after the wedding. And it's not uncommon to end up
with 1,000 - 2,000 photos, much more than a portrait session. Many
photographers spend 40-60 hours working on one eight-hour wedding if
you look at the time that is truly involved. Again, when a wedding
photographer charges $4,000 for eight hours of coverage, clients are
NOT paying them $500 an hour!
(Don't forget that the
photographer runs the wedding day to some extent. A comfortable,
confident wedding photographer can make a wedding day go more smoothly.)
The expertise and cost of doing business
Shooting professional photography is a skill acquired through years of
experience. Even though now some DSLR's cost under $1,000, taking
professional portraits involves much more than a nice camera.
Most
personal photographers take years to go from buying their first camera
to making money with photography. In addition to learning how to use
the camera, there is a mountain of other equipment and software
programs used to edit and print photographs, run a website, etc. And
don't forget backdrops, props, rent, utilities, insurance, etc!
In
addition to the financial investment, photographers actually have to
have people skills to make subjects comfortable in front of the camera.
Posing people to look their best is a skill by itself. You could argue
that posing is a more important skill than actually knowing how to use
the camera. A poorly exposed photo can be saved, but a badly posed
photo cannot.
The chain store photo studio
Chain stores do have their place. For a very cheap price you can run
in, shoot some quick photos, and be done with it. But you get what you
pay for.
Consider the time and effort that a
personal photographer puts into photographs, compared to a chain store.
Store sessions last just a few minutes, while a personal photographer
takes the time to get to know the people, makes them comfortable, makes
them laugh. If a baby is crying at a chain store, they often don't have
the time (or the patience) to wait because everyone is in a hurry.
The truth is that many chain store studios lose money. In fact, Wal-Mart closed 500 of their portrait studios
in 2007 because of the financial drain. What the chain stores bank on
is a client coming in for quick, cheap photos...and while there, spending
$200 on other items. They are there to get you in the door.
The real deal
Professional, personal photographers are just that--professionals. No
different than a mechanic, dentist, doctor, or electrician. But a
personal photographer often becomes a friend, someone who documents a
family for generations with professional, personal photographs of cherished memories.
Maybe
we need to help clients look at it this way: A pair of scissors costs
$1.50 at the drugstore. Still, most people will gladly pay a lot more
to hire a professional hair dresser to cut their hair.
The added attention and quality that a personal photographer gives is worth every penny.
Conclusion
We hope that those who have taken the time to read this page will have
a better understanding of why professional photographs, created by a
Personal Photographer are so expensive.
Thank you for taking the time to read this.
Shawn, Pamela and Gavin Richter - cofphoto@aol.com
Our website - Caught on Film Photography
Our photography forum - Learning Digital Photography Together
