editorial photography

Driving Emotions

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How often do you see a photo credit on a company’s press release pictures? Have you ever seen a credit line on a product photo?

For example, when you see a photo of a new car, supplied by the car manufacturer, there’s either no credit line or it simply names the car manufacturer that supplied the photo.

A few weeks ago, Ford Motor Company launched its advertising campaign for the 2017 Lincoln Continental. Newspapers like The Globe and Mail did their usual car review and included handout photos of the new car. But this time, the handout photos had a credit line. The November 10th print version of The Globe and Mail used:

(Photo – Annie Leibovitz / Ford)

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Original photography for social media

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Recently I produced a number of photos for a sporting goods retailer to use on its social media channels. The company doesn’t do too much hard selling on social media. Instead it offers fitness tips and tries to motivate people to exercise more.

This retail chain uses a lot of original photography and video to get its message across. And that message is that the retailer cares about its customers’ fitness and well being.

Some companies make the mistake of using social media for advertising. But for long-term gain, you should be showing customers that there’s more to you than just selling product.

Help your customers use and enjoy your products. Cheer on your customers. Otherwise you’re just another store.

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Working with news photographers at your event

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If you’re planning a corporate event or any other type of event that you hope will attract the news media, then you may need some tips on how to work with the news or press photographers who will attend.

While the six media relations tips provided in that linked article may sound obvious, many companies, both big and small, can get it very wrong. It was no secret that Canada’s previous federal Conservative government was horrendously bad at running press conferences and photo ops.

“Photojournalists are not there to make your client look bad or good. We are there to represent the truth to the best of our ability and strive to maintain objectivity at all costs,” advised [Amber] Bracken [President of the News Photographers Association of Canada]. “At the same time, we also strive to capture the world beautifully, your client included.”

You need non-partisan press photographers to cover your event or photo opportunity so your company might earn the media blessing. Editorial photography published by news outlets is the most credible type of information. People trust what they see in a newspaper or magazine.

Similarly, most public relations photography and press release photography should also be editorial in nature and contain human interest. The best way to achieve this is to hire a photographer who has a journalism background and who has worked for a news publication.

 

Platform Photography

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Canada’s 2015 federal election is days away and each party has released its platform. Let’s compare them from a photographer’s point of view.

The Obvious

• Green Party platform is 44 pages and 5.8 MB in file size.

• NDP brochure is 81 pages and 5.1 MB in size.

• Liberal Party platform is 88 pages and 10.6 MB.

• Conservative Party brochure is 159 pages and 37.4 MB.

That alone might be very telling.
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Canadian Readership Numbers

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A couple months ago, the Newspaper Audience Databank (NADbank) and the Print Measurement Bureau (PMB) released their Spring 2015 survey of readership numbers for its member newspapers and magazines.

If you need readership (not circulation) numbers of some Canadian newspapers and magazines to help with your photography pricing, then have a look at this list which uses 2014 data. Readership numbers are typically much higher than the corresponding print circulation numbers.

This is more for commercial photography that will appear in these publications and not so much for editorial. While many publications have “fixed” rates for editorial photography, some do have wiggle room to negotiate higher rates.

The days of pricing photography based on circulation still exist but it may be more accurate to price based on readership, especially since that’s how some publications charge their advertisers.

 

Pricing Photography for Social Media

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Photographers, in the old days, priced their photography based on its usage. Generally speaking, editorial had the lowest price, public relations and corporate had a mid-range price, and advertising had the highest price.

This worked quite well for 45 years or so. Then Facebook, Instagram, and Twitter came along.

The line between editorial, public relations, and advertising can be nearly invisible with social media. When a company publishes pictures on social media, is that editorial, public relations or advertising?

Every type of business communication is a form of marketing. At the very least, social media should be considered public relations rather than pure editorial even though it may use editorial photography.
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Is Your Business Ready For Its Close-Up?

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Why spend $0 on ad photography when you’re spending tens of thousands of dollars for a full-page newspaper ad?

Why would a national company use an amateur cellphone snapshot when its brand image at stake?

The Globe and Mail today published an ad supplement about franchising. The online version isn’t quite the same as the print version but it does have many of the same photos. The back cover of the print version has a full-page ad for a large pet care company. The amateur point-and-shoot photo missed the purpose of the business. It also missed everything needed in good photography.
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