The Portland Metro Photographic News

by Tom Hubbard, PMPN, June 11, 2009

View from the Window at Le Gras by Joseph Nicéphore Niépce, 1826

I believe this question was first asked of Joseph Nicéphore Niépce on July 12, 1826 just after he took that "first" permanent photograph (above) -- and every day since. I seriously doubt that auto mechanics, plumbers, dentists, computer technicians or airline pilots are confronted with this question as often as professional photographers.

Well, 50% of the answer can be found in the question itself.  Why are PROFESSIONAL photographers so expensive?  Because they are professional.  They have funded and completed their photographic education.  Worked endless hours to master their craft.  Learned to meet or exceed their customers' requirements with exceptional imagery.  Know the ins and outs of photography.  Have paid their dues in blood, sweat and tears.  They have earned the right to be considered PROFESSIONAL in their vocation.

Above and beyond these "not-to-be-taken-lightly" achievements, professional photographers face the same day-to-day challenges of any small business:

• Feed their family, pay their mortage, children's education and health insurance
• Pay their employees
  
• Face the financial rigours of a cut-throat profession
• Invest and re-invest in professional camera and accessory equipment/supplies
• Invest and re-invest in digital imaging computers/software
  
• Pay studio or store rentals
• Pay for utilities
  
• Pay for marketing and advertising
• Pay for REAL photo processing (not Walmart or Walgreens)
  
• Pay for insurance (personal, business, liability)
  
• Repayment of business loans
  
• Pay for continuing education for themselves and often their employees
• And, oh yes, pay taxes so the government has ample "bail out" money.
  

The sole source of revenue for most photographers is typically an hourly (or sitting) charge, profits from print orders and occasional re-orders.  And, by the way, that hourly charge:  It also has to cover all the hours of work that are done after the pictures are taken:

• Downloading images
• Sorting/organizing/selecting images
• Post-processing -- sizing, digital retouching and enhancement work
• Presentation to the customer
  
• Organizing and formatting files for the professional printing lab
• Dealing with the lab from ordering to proofing to final prints
  
• Final packaging and delivery to the customer.

Considering the fixed overhead and hidden hours of work a photography business faces, a $75 to $150 per hour photographer is fortunate to realize 10 to 15% as profit -- for that one job.  It doesn't take an Einstein to calculate that dozens of jobs are required each week to sustain the business and ultimately put food on the family table.  In the case of some photographers -- like wedding photographers -- there is a per-week limit on how many jobs can be physicially shot.  As a result, ALL of that fixed overhead and a reasonable profit must be achieved with a very small number of wedding opportunities per week.

Now add to the mix:

• competition from amateur photographers looking for a second "fun" income and who spell shutter "s-h-u-d-d-e-r"
• the current ecomonic recession. 

The result is fewer customers and ultimately lower income with no equivalent reduction in overhead expenses.  You've got to ask, "Why do they do it?"  It could be the allure of  becoming a member of the ridiculously small fraternity of photographers who actually become rich and famous.  But most pros know this elite group represents only about 1% of all photographers.  So, it's not for the fame, money or glory.

No, it has to be the challenge and the satisfaction they derive from standing behind the camera, working with people and being able to inject a piece of their own creativity into each assignment.  For the working photograher, it's a passion.  It's an itch that can't be scratched. And it results in a 24/7/365 "always on call" business with all too little time left for life's luxuries like vacations and quality family time. 

"Why are professional photographers so expensive?"  They aren't.  Their fees are set by the same free market principles used by every well-managed business in a highly competitive industry.  But unlike other businesses, each photographer's product is one-of-a-kind and timeless.  As I remember, that's one definition of priceless.