The rapid evolution of digital photography and the ease of distribution over the
Internet has transformed the photo industry. Everything from marketing and sales to
competitive pricing and job security has been affected. And now that the flood gates
have come down, everyone from semi-pros to amateurs to the common consumer affects
how business is done, whether it's pricing, assignments, or just getting your photos
seen by potential buyers. In a market once dominated by agencies and seasoned
professionals, succeeding in today's industry demands a fresh new approach. For those
who are just starting out or those who are established photographers trying to compete
more effectively in a changing market, Dan Heller.s book Profitable Photography in
the Digital Age provides a new and progressive approach to understanding and succeeding
in the photography business in today.s market. It will help established photographers
find new strategies for diversifying revenue streams and adding nontraditional sources
of income. For serious amateurs, this book explores realistic perspectives on what to
expect and how to gauge their aptitudes for making it in this highly competitive arena.
Profitable Photography in the Digital Age shows how photography is more accessible than
ever to the average person, even though making money with photography can be more
challenging. It also offers new ways of teaching (and learning) the basics of the photo
industry apart from just making an impressive portfolio or reaching the right art
director. It outlines some of the available paths to success, examines the methods
available and provides the analysis on which methods achieve the desired results. While
there is heavy competition, many new opportunities have opened up and more buyers are
entering the field. "The digital era isn't just about making great websites or being
great at photoshop," says Heller. "One must be able to work within that and many other
mediums to broaden one.s reach and market segments. What.s more," he says, "the buyer.s
perception of images and the culture of the business has also taken an abrupt turn that
isn't as accommodating to the traditional models as it once was." By following Heller.s
strategies and integrating the concepts presented in Profitable Photography in the
Digital Age, anyone who wants to have a career in the photo industry will have the tools
he or she needs to succeed.

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