Right now, professional photography is facing its greatestchallenge ever. Photographers around the world are reporting
sinicant drops in sales, often enoh to drie them ot of bsiness or to make photoraphy part time as they enae inother actiities to make enoh money to srie.
In many ways, professional photographers are facing a “perfect storm,”a conuence of a variety of major and minor events coming together atone time. The development of copy print stations was the rst “hit.” Now, customers today are increasingly rejecting traditional professional
photography. Many people never visit a professional studio after they
leave their childhood years. Digital technology is enabling amateurs totake their own images and get them enlarged even up to 30 x 40 withstretcher canvas mounting at places like Sam’s Club. The digital revolutionhas taken away much of the “magic” that once brought people to the professional photographer. Teenagers, “soccer moms” and retirees alikeall seem to know Photo Shop! There are more “moonlighters” than ever. I just heard an advertisement for an 8.2 megapixel camera with color printer for just $259.00. If this isn’t bad enough, professional photographers arethemselves contributing to their own decline. This trend must be reversed,at least by those who are serious about their profession and their future.
People today have an enormous variety of ways to spend their discretionarydollars and increasingly, professional photography is far down on the list.
Many photographers like to claim that they are hurting simply because theeconomy is down, but the economy really isn’t down. The problem theysee in their bank account is far more serious than that. It’s a problem that
reaches to their very core.
What is a photographer to do? Lowering prices is denitely not theanswer. You can never win that battle. Even the traditionally low priceddepartment store studios such as Wal-Mart are learning that and nding it
necessary to raise prices in an attempt to stay alive. Switching to digital
or buying a new softbox for your new studio ash unit isn’t going to turnthings around. Becoming a better photographer isn’t a “door buster” either.The public expects every studio photographer to be good and often don’t