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The Going Rate for a Time Cover Photo

The Going Rate for a Time Cover Photo newfrugality

Slate magazine just published an interesting article on David Hobby and his popular blog Strobist, and shared this interesting example of how the photography industry is drastically changing due to low barriers of entry:

To get a sense of just how bad things are for professional photographers right now, the story of Robert Lam is instructive. When Time needed a photo to illustrate its “New Frugality” cover story in late 2009, it purchased Lam’s image of a jar of change from stock-photo agency iStockphoto. The going rate for a Time cover had typically been $3,000 to $10,000. Lam was paid $31.50. Nevertheless, Lam declared, “I am happy”—the payment was more than he’d expected the photo to generate, and he was delighted to have a Time cover in his portfolio. Veteran professional photographers were livid, calling Lam an “IDIOT,” among other unkind words.

The article also mentions how Robert Lam earns just $4,000 from his stock photography hobby, and that the Time cover photo was shot using DIY equipment purchased from a local sign store. What are your thoughts on the changing landscape for professional photographers?


 
 
  • http://twitter.com/WeiseStudios Dana Weise

    My thoughts?

    It’s kind of scary to think about, especially if you’re a photography student.
    Really so many things for advertising and what not are going to stock.

  • http://twitter.com/Judyallbrite Judyallbrite

    Take pictures of people and kids. Those can pay quite well. Rich photographers could exclude people because of money before. Now they can’t. Oh well. Times change. The good ones adjust. The bad ones will find something else to do.

  • http://twitter.com/Elfaen Paul Hogan

    Photography is the only industry in the world where having a professional qualification in the subject gives no benefits at all over a non qualified. There are still area’s of the industry that can be profitable, but surely its time to bring in some level of regulation?

  • http://twitter.com/scottkdc ScottKDC

    Funny that the article is about frugality.

    But this seems an odd exception. Do you think that 10, 20 or 30 years ago, Time would have paid $3,000-10,000 for that photo? If it’s an image of a soldier in Afghanistan or an elusive celebrity, sure, they’d pay handsomely, but in this case, I imagine they would have had an art director or staff photographer buy the jar, empty their pockets and shoot it themselves for far less. My magazine buys $50K in photos per year, and we’re trying to get as much as we can for every dime, but we’ll spend that $50K one way or another–sometimes that means stock, sometimes it means an assignment. But every dime we save on stock gets spent in other ways. Stock looks like stock, more often than not, so we don’t rely on it much.

    I have to say I get tired of hearing photogs complain about stock. If you want to make a lot of money off of your photos, produce photos that no one else can make. That’s gotten more difficult lately with great cameras becoming so cheap, but that’s life. If you, as a photographer, can buy the same lens for $1,000 or $300, which one will you buy? Would you really say “I’d buy the $1K lens to support independent lensmakers” ? No, you wouldn’t. You’d buy the cheaper one and keep the difference. That’s what art directors are doing when they buy stock images.

  • http://twitter.com/Seshan Seshan

    How would you regulate it? “Hey you, you can’t sell that photo, you didn’t spend $10,000 on school and $20,000 on equipment. That DIY gear just won’t do. You need your “I am a Profesional Photographer badge” before you can sell that photo!”

  • http://www.facebook.com/people/Daniel-Austin-Hoherd/576367461 Daniel Austin Hoherd

    Yeah, regulating would be ridiculous. We don’t regulate any other arts. Arts are about talent and inspiration, not formal education and professional experience.

  • http://twitter.com/Crestopher Brett

    I find it sad and unsurprising at the same time how the mentioned photographers were livid with Lam for (I assume is the case) not charging enough. Lam said he’s happy, it’s his work, I see no problem.

    I would consider it an honor to have something I shot be posted on one of the most well known magazines and publications on the planet. Yes, you could make some nice bank on it, but I tend to enjoy the reputation it brings rather than the monetary gains.

  • http://twitter.com/WeiseStudios Dana Weise

    I’d beg to differ on the part of “it’s art not science”. Honestly its both. There is a lot about photography that is a science. Yes you can learn it on your own, but it’s still very much a science in it’s own right. Further to just call it ‘art’ does not do it justice either. imo it’s a mixture of both.

  • http://twitter.com/WeiseStudios Dana Weise

    No, but people do make a living off of commercial artwork. That’s the difference between “Fine Art” and “Commercial Art” generally. The majority of images that you see in magazine ads and news prints come from professional photographers.

  • http://profiles.google.com/markkalan Mark Kalan

    but if you KNEW you could get $3000 for the photo why would you settle for the prestige. Culturally, today, that’s just plain Un-American! Look I do some nice pro bono work (see http://www.flickr.com/photos/mark_kalan/sets/72157625522307892/ ) but if there is a budget I want to be paid!

  • http://www.noahfallis.com Photographer Noah Fallis

    Photographers who know how to light should always be able to make a decent living taking pictures. Cameras are nearly irrelevant. Lighting isn’t easy and never will be (until everything is generated in 3D that is). Learning the craft of good lighting is what Art Directors hire, not how snazzy your camera is.

    Although it does help if you have a medium format camera. It feels better when you click and 50megs gets birthed in sharpness heaven.

  • Jsmith42

    I can see why some are livid, but stock is stock. No laws, morals, or code of ethics were broached. Consider that some pros would PAY to get a Time cover credit in their portfolio.

  • http://twitter.com/WeiseStudios Dana Weise

    Not to mention lighting isn’t always 100% accurate in 3d as well. It all comes down to the user/artist/photographer/3d modeler to get it correct. So I agree with you, lighting is hard and it does kick my ass rather frequently. Best way is to practice as much as you can and learn all you can.

  • http://twitter.com/zeromile Zeromile Design

    I agree. As long as the photo was attributed by Time it would be a tremendous honor!

  • Anonymous

    I think the part that scares people is making sure they have the rights to use likenesses of people.

  • http://twitter.com/zeromile Zeromile Design

    Relax, it’s called economics. This is happening in almost all “Commercial” Art fields. Not only can you buy cheap stock photos you can buy a template Web site for under $40 that would have previously cost you $2500…and there are template business cards and fliers and postcards and posters and brochures for pennies on the advertising dollar.

    But you won’t find your wedding photos on a stock photo site. Nor will you be happy with a template Web site that needs to be unique to your business and its specific requirements, not just your industry. The same goes for all your print collateral.

    Just because I have a hammer and nails does not mean that I can build a solid house. That takes experience, skill and talent. Let those who want prefab buy prefab. Commercial Art and Design will always have a place for original producers who know what they are doing and strive to do their best.

  • http://www.facebook.com/profile.php?id=70802902 Leigh M. Smith

    3D artist need to know how to light as much in the virtual world as in the real world. If not more. I know my renders got better after learning to light photographs.

  • For Sale

    The best way to make money in photography these days is to sell your camera.

  • Anonymous

    Lam probably could have asked for 20x more and easily got it, but that’s really his loss. When you have a growing pool of people with the skills (and a lot more that only think they have the skills too), you have downward pressure on those that are already in the business. A lot of the market doesn’t. I don’t blame them for being upset, but the way they tried to take it out on the newcomers isn’t the way to solve their problem. They might need to adjust their business to survive

  • Chuck

    Here in the southwest a significant percentage of what used to be decent paying trade jobs like carpenter, tile setter, or mason, now mostly go to a group of people willing to work for $8 – $10 an hour. Amateur photogs are the “undocumented workers” of the photography world. Get used to it unless, as someone noted, you can produce at such a high caliber that others cannot copy your quality AND someone is willing to pay your price. Everyone wants a bargain and most can live without the best quality. That’s rather sad but just how it is.

  • Johannes

    There is nothing scientific about photography. Science makes testable predictions about the world to figure out how it works. Photographers do nothing of the sort. They paint pictures with light. Sure it is hard to do it right. Just like anyone can hold a brush but only a good painter can paint a masterpiece.

  • LnSP

    “Lam probably could have asked for 20x more and easily got it…” Sorry, but I don’t think so. TIME has a budget and they would have turned to another source / or hire a photographer if the stock price was too high. Lam would have lost his opportunity (and money) to have his image on the TIME magazine, which in itself a great achievement.

  • clicker

    Its an honour yeah, but it is a living for many of us. This sale is exactly why this industry is on is backside. Stop selling your soul just for a cheap sale. Every cheap sale put another nail in the coffin for us photographers who have to pay the rent and spend £5000 on a new camera. Stand up and be counted.

  • Clicker

    no the easiest way to give up is to sell your camer.

  • Clicker

    there is a thing called negotiation

  • Asdf

    No, stop the technology!

    Get over it. The prices of things change over time. Ask the guys who cut the old wooden blocks for the first Sears mail order catalogues.

  • Maph

    I beg to differ. It is not that the photography industry is drastically changing due to low barriers of entry, the barriers are still high. I think it is changing due to the lowering of its standards of excellence, the obvious shrinking revenues and perhaps also the ignorance of the ever increasing amount of people calling themselves photographers.

    As you rightly notice in your article, when you can be “validated” as a photographer by a prestigious publication as TIME, it doesn’t matter if they just pay you $31.50. After all photography to you is a hobby (you don’t earn a living from it) and the “honor” of having one of your photos on a TIME cover compensate you enough for the lack of proper retribution.

    What worries me -as someone earning his living from photography- is the increasing cheapness of images, as images per-se appear are not to be worth anything anymore, unless they are given an added value by being published or exhibited by a prestigious magazine or institution.

    However, these concepts seem to apply to the great majority of human activities today.
    The only lesson I keep learning over and over again here is : the establishment always wins while the servants keep happily wagging their tails and gratefully holding the patron’s slippers in their mouths.

  • http://www.richardsnotes.org Richard

    That’s your choice. Lam makes a different choice.

    If you were selling that photograph to Time for $3000 and Lam had a similar photograph and offered it to them for $2000 why should they choose yours when they can get his cheaper? I’d take $1000 for it, am I wrong in doing so?

  • Robin

    Les microstocks sont en train de tuer le métier de photographe.
    c’est lamentable.
    Messieurs. ne vendez pas vos images à ces boîtes.
    Et vous, les agences, éditeurs, iconographes, n’achetez pas ces images à vil prix !

  • Noemail

    I have long thought that we in America are being “walmarted” – that is America is becoming less of what it was & we are settling for less than we once got. We settle for less almost everywhere you look. Less money for a photo that a big publication like Time could have paid more for is just part of this trend.

  • Artistseekspatron23

    That means you have another job to support yourself. You can’t pay your bills with your reputation dear.

  • Brittany

    It’s not a science? Really? What F/stop, shutter speed, ISO, kelvin temperature, and focal length do you need to set your equipment to, in order to photograph an African American person walking down a hallway, lit by fluorescent tubular office lights, without using a flash? (You have 30 seconds to type an answer off the top of your head, without looking it up anywhere… Go!)

    Having an SLR doesn’t make you a photographer. I have a horse. Doesn’t make me a jockey.

  • Brittany

    Obviously you do not know much about photography. It’s all mathematical calculations. Depth of field is based on fractions. Exposure is based on ratios of light.

  • Brittany

    No you wouldn’t buy the cheapest lens. You’d by the highest quality lens you could afford. Frugality, is forcing freelance photographers to sign disgraceful, back-breaking “work-for-higher” agreements, where company’s try to own your copyrights, use your image indefinitely for the cost of a one-time-usage fee, and redistribute your images to third party sources, for additional monetary gain without paying the photographer. The way this industry is moving, all the talented photographers will be crushed, unable to make a living, support their studio,s or purchase new gear, while all the hobbyists, and no talent hacks who shoot everything on automatic, for the cheap thrill of selling a stock print for $.50, to show their moms, will rule the industry. Eventually, there will be obvious quality control issues in print media, and people will support this medium even less than they already do. Eventually the entire industry will completely destabilize, and go the way of manual type-setting.

  • Brittany

    Too bad you can’t put dinner on the table, or pay your rent with a good reputation. Lam most likely has another job that he pays his bills with. Lam’s actions, and others like him, are the reason why magazines now think they can trade “photo credits” for images, when photographers deserved to be paid for their work. What if 80% of the doctors in this country started treating everyone for free out of the goodness of their hearts, regardless of their medical school bills? Sure, it’s a nice utopian idea, but don’t you think other doctors would protest? What if the retail industry gradually dropped all of their prices to reflect a 10% mark up over wholesale, instead of a 200% mark up? Sure consumers would be happy for drastically reduced products, while manufacturers, retailers, designers, shipping companies, etc, would all go out of business.

  • Brittany

    Newcomers with no business sense don’t help anyone, least of all themselves. In the long run, they’re doing all photographers, professional or otherwise a disservice.

  • Anonymous

    I agree, but established pros denigrating this individual almost certainly will not fix that, it will more easily do the opposite, when people see professionals behaving unprofessionally.

  • Johannes

    It is not science just because you use scientific principles. We apply scientific principles daily in all kinds of activities that are not science by themselves. Musical instruments are built and played according to precise acoustic calculations. Is every musician a scientist?

    That said, you can use a camera for a scientific experiment. Then you have to aim of testing a prediction that you have made in order to advance the body of knowledge that mankind has created.

    But the mere act of taking a picture (photography), despite using an apparatus that was designed and constructed by applying scientific knowledge, is not about testing a hypothesis or prediction. It is about composing a snapshot of the material world in order to document an event or evoke an emotion, or both.

    Thus it is art.

  • br

    nobody forced this guy to put his photo on a stock photography site

    it’s a generic image.. almost anyone could have shot this, so I don’t see the big deal here

  • Josh

    Surprised I haven’t seen a comment to the fact that this is acceptable for TIme– the guy put up his photo on a stock site to make a few bucks. And did. But a magazine with the name and prestige of Time settling to use stock photography is what strikes me as sad.

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