In the beginning, before digital photography was introduced, the business model relied on sales of film stock. Typically, most of the purchases besides equipment such as camera bodies, lenses, and gear were film rolls. Film rolls needed to be developed and printed in order for photographs to be tangible. Companies like Kodak and Fujifilm benefited greatly from this model. Various film stocks were created with different ISO sensitivities. This was done in order for a photographer to choose the rolls based on the availability of light. Some photographers used different stocks for creative opportunities.
However, this business model no longer works today. In fact, after 131 years Kodak filed for bankruptcy January 2012. According to a New York Times article, “Kodak has become the latest giant to falter in the face of advancing technology (De La Merced 2013).” The technology they are referring to is digital photography.
Digital photography is easier and cheaper in many aspects. For example, one SD card costs about $10. The great thing about it is that it is reusable meaning that once you fill up the card you can transfer it to your computer then delete the files – freeing up the card to take more. Unlike tangible film, that needs to be developed into positive prints. After the film roll is done you need to purchase another. Also SD cards can hold a lot more photographs than a roll of film. A 8gb SD card that shoots at 10 megapixels can hold approximately 2096 images (Truong 2013). In general, film rolls have about 24 images.
Companies like Sandisk, Transcend, and Kingston are producing affordable SD and CF cards for digital photography. Prices range depending on how much space is available on the card and how fast the card is – in terms of data speeds. Top companies like Canon and Nikon have created affordable camera bodies for photographers to purchase. These new digital cameras have branched out into new and creative possibilities that appeal to a wide range of audiences. For example, a lot of the newer cameras even have the ability to shoot full HD videos. Filmmakers and videographers have jumped aboard the digital bandwagon as well. This new hybrid technology has emerged.
Many powerful companies have their hands in the digital photography pool. Companies like Canon, Nikon, Sony, Olympus, Panasonic, and Pentax have remained successful since the advent of digital cameras. Established companies like Canon have been around for quite some time. In 1930 Japanese camera repairman, Goro Yoshida wondered why a Leica camera cost so much. He opted to tear the camera apart just to find out. “The parts were made from brass, aluminum, iron and rubber. I was surprised that when the inexpensive materials were put together into a camera, it demanded an exorbitant price. This made me angry (Gustavson 274).” By the 1980’s, Canon introduced the EOS line of SLR cameras. This was a major improvement over their previous models. It was unique in their “complete electronically controlled automatic EF mount that permits highly accurate real-time transfer between the camera body and lens (canon.com).” Since then, Canon has been releasing hit after hit. Cameras like the Powershot A5 and EOS 1D made Canon a household enterprise. In late 2005, Canon introduced the EOS 5D, a full-size 35mm digital SLR with a low price within reach of many consumers. Nowadays, Canon has released a wide range of cameras from consumer to professional. Photographers and filmmakers both benefit from Canon’s affordable line of digital cameras. Canon has been successful throughout the years. In 2011, they made net sales of over $45 million. Unfortunately, they have been losing sales since 2007 (Canon Annual Report).
Even though physical technology has remained a marketable venture, the sales that are most interesting are the ones done online. As I mentioned previously, many opportunities have risen for digital photographers in today’s age. Websites like Pond5 and iStockphoto are royalty free websites meaning that anyone can purchase an image for a set price and use it in a personal or commercial piece of work. As always, the images must be original pieces of work otherwise the owner could legally prosecute. These types of sites are built on a trust model. If any altercation were to occur than the user would be permanently banned and could face legal action. Also, when an image is purchased the buyer is also purchasing a limited license that grants him or her use of the image in a work (Pond5).
As a photographer there are many ways you could profit off of your images such as selling prints or stock photography. Royalty free images are another beneficial way to make money and protect your creative property. “These are images that you pay a fee to obtain in the first instance, but then you do not have to pay any extra if you use them- even for commercial purposes. With some companies, however, certain categories of commercial use, such as advertising or packaging may attract further payments (Ang 2008).” Also with websites like Facebook and Twitter, you can advertise your small photography business and reach millions of users.
Licensing is another way of protecting your images yet allowing others to use them for a fee. You own the rights to your images and contract another client the rights to use them. The client pays for the license and is allowed to use your image within the guidelines of the agreement. There is a host of ways to license your photographs. Assignment photography is a business or service that creates photographs for a client. The photographer is directly hired for a project. Stock photography is when a business or photographer sells photographs that already exist. These photographs are often uploaded to websites that offer licensing royalty free images. These images could be used commercially, editorially, or in retail (asmp.org). Generally, laws regarding photography are fairly simple and straightforward.
Many photographers make their money off of portrait photography done in their studios. It’s a nice and easy way to remain in control of your images and also helps attract clients. I personally know a bunch of photographers who live in the city and own their own small photography businesses. It’s apparently a lucrative industry especially in NYC. Many models and actors require professionally photographed head-shots for their resumes and portfolios. “Photographers were amongst the first small-business people to recognize the power that the Internet possesses to provide them with the same kind of marketing presence that Fortune 500 companies have (Farace 160).” Nowadays, it’s particularly useful to create your own website. It’s also extremely easy. Many websites make it easy for anyone to build their page without any previous knowledge of coding like HTML or CSS. WordPress, Wix, and Weebly are a few blogging sites that give you tools to make your own website. This is great for photographers because it helps users to see your portfolio and contact information. The Internet provides many useful tools and avenues for independent digital photographers to benefit financially from their work.
If the Internet isn’t appealing, you could always go down the traditional approach of selling prints at galleries, exhibits, or art shows. Just remember to price your work fairly and never, ever steal from someone. Be inspired but also be original.
Works Cited
Ang, Tom. Digital photographer’s handbook. 4th Edition ed. New York: DK Pub., 2008. Print. Page 375.
“Canon Annual Report 2011.” Canon Official Website. N.p., n.d. Web. 23 Apr. 2013. <www.canon.com/ir/annual/2011/report2011.pdf>.
De La Merced, Michael J.. “Eastman Kodak Files for Bankruptcy – NYTimes.com.” Mergers, Acquisitions, Venture Capital, Hedge Funds – DealBook – NYTimes.com. Dealbook New York Times, n.d. Web. 23 Apr. 2013. <http://dealbook.nytimes.com/2012/01/19/eastman-kodak-files-for-bankruptcy/>.
Farace, Joe. The photographer’s internet handbook. New York: Allworth Press, 1997. Print.
Gustavson, Todd. Camera: a history of photography from daguerreotype to digital. New York: Sterling Innovation, 2009. Print.
“History Hall – Canon Camera Story (Digest) 2005-2010.” Canon Global. N.p., n.d. Web. 23 Apr. 2013. <http://www.canon.com/camera-museum/history/canon_story/digest/2005_2010_digest.html>.
“Pond5 Terms of Use.” Pond5 The World’s Stock Media Marketplace. N.p., n.d. Web. 24 Apr. 2013. <www.pond5.com/legal/terms>.
Truong, D.. “Cut The Knot Store – Transcend 8 GB Class 6 SDHC Flash Memory Card TS8GSDHC6.” aStore for Amazon Associates. N.p., n.d. Web. 23 Apr. 2013. <http://astore.amazon.com/ctksoftwareinc/detail/B000P9ZBFA>.
“What is a license? | American Society of Media Photographers.” American Society of Media Photographers. N.p., n.d. Web. 25 Apr. 2013. <http://asmp.org/tutorials/what-license.html#.UXW4QyugmZc>.
Digital Photography 