Here is a coupon ad I found.
I am a photographer and I am thinking: “Gee – how do I compete with that?” And perhaps you are thinking: “Gee – that’s a deal and a half. 8 bucks for 1 8×10, 2 5x7s, 4 31/2x5s and 16 wallets!?”
Yet professional photographers, run a business charging a lot more. So why is professional portrait photography so expensive?
That is because there are people who are looking for value that a department store cannot match and are willing to compensate the professional they trust in. Such people pick a service the photographer provides for living and for reputation.
Then there are people who are fence sitters. They are considering professional portrait photography, yet not sure if they are getting ripped off by the high prices. If you are one of them here is a list of things that goes on during a custom photography engagement besides the shooting itself. It is really a matter of time.
- Booking time
- Time for consultation (location, dress, time, special requests etc.)
- Travel planning to location when needed
- Travel time to and fro
- Prep time for session – equipment check and packing
- Set up time at client’s home or location (the department store studio is set up the same way 365 days a year with little option of changing lighting arrangement etc.)
- Time to upload the images to a computer and create backups
- Basic retouching for proofing (2 hours)
- Guiding the customer for selecting from proofs (2-3 hours)
- Finalizing order (1 hour)
- Professional re-touching for selected photos (4-5 hours average)
- Print processing and delivery
- Handling any other customer concerns, phone calls or shipping or quality concerns.
The total time can easily range from 10 – 20 hours for an in-town engagement. The photographer’s hourly rate has to take into account the session time as well as the time needed for the activities listed here.
Besides, the photographer has operating costs for maintaining the equipment, which is quite costly to procure. A decent camera and lens package with accessories can be $5000. Other equipment for studio photography can cost up to $10000. Monthly rent for a studio space can be in the thousands. Of course, depending on the photographer these costs can be even higher.
As any other person the photographer worries about mortgage, retirement, health care, children’s’ education etc.
All these factors into the session fee. If you need help making up your mind, to justify the charges, you may want to look at examples of work, check references, ask yourself if you can develop a rapport with your photographer since that is a key. Any photographer proud of her work will bring the 1-on-1 attention you deserve.
I will finish with a story you might have heard of. A professional is brought to fix a complex machine that is mal-functioning. After spending about 15 minutes he replaces a small screw inside the machine and the machine starts to work. The professional hands in a bill for $1000. What? $1000 for a screw? Not really. $1 for the screw and $999 for knowing that’s the one to replace.
A custom photographer will bring all the experience and creativity on the job. And at the end you get a few prints. Do you think that paper is worth as much as you are charged?
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