Marketing Mojo – 12 Ways to Land Your Next Magazine Photography Assignment

You never know when pearls of wisdom will fall into your lap. Late last year, I was turned on to David Burnett. He was about to present a weekend seminar, “Developing Skills as a Magazine Photographer,” for Julia Dean, a leader in workshop development. It sounded like a worthwhile topic and a solid fit for this column, so I contacted David and asked if he would share some of his mountaintop pointers with Rangefinder readers.

David readily agreed, offering the following tips for “spinning ideas, turning them into pictures, trying to formulate a series of photographs that tell a story, learning how individual style and look can become part of your voice, and how to work with magazine editors and photo editors.” Here then, are his slate of do’s and don’ts for landing your next magazine photography assignment:

1. Stay current on world events. Find out what issues and happenings would make good photo stories. “It’s not enough to just be a good photographer,” says David. “You have to bring a little something extra to the party. It’s never too late to learn another language, for example. A photographer already on location is more valuable to an editor than someone waiting in the wings.”

2. Pursue your own projects. Many of the great stories in photojournalism started as personal projects by photographers who took the initiative. “Remember that good stories are just as likely to be found in your own zip code as halfway around the world. You just need to do a little more digging to find them,” says David.

3. Don’t become a prisoner of your style. If you prefer to stay busy photographing the same kind of subjects with the same lens and same light, whatever works for you is best. But, says David, “I find there is energy in diversity—and there is nothing like a good story that you know nothing about to get your creative juices flowing. The key is to know more when the story is over than when you began.”
 
4. Look the other way. At major world and sporting events, it can be lonely, but essential, to strike out on your own. “Rather than worry about missing something that your colleagues might get, invest in your own ingenuity, and capture a picture that will be yours alone,” suggests David.

5. Let the freedom begin. Do what you usually do then take it a step further. “Experiment,” says David. “Try a technique you’ve read about and use it to push yourself beyond your comfort zone. Trying something new for you. Taking things just a little farther can be exciting.”

6. Stay positive in slow times. Despite diminished budgets and smaller, fewer assignments, good pictures still have value. “Whether it takes years for the industry to return to the heydays of a decade ago—or it never happens again—there will always be a need for smart photographers. Those who succeed are the ones who keep bringing something exciting to the table.”

7. Stay fresh, new, vital. On a day when you wonder if it’s worth keepin’ on, go to a large magazine stand and look at the possibilities. There are plenty of publications, all with pages to fill. Find a few that you like, that you think would be a good match for your pictures, and see what you have that might work for them. Editors are always looking for something new, vital and interesting. Remember a good story has more than one life. Re-editing a photo feature can give it new life and, hopefully, let you sell it more than once.

8. Shake off the doldrums. Challenging another photographer to a portraiture match can be just the kick you need to banish the doldrums. “My favorite solution for the blues is to team up with a photographer friend, and take great portraits of each other. Find a cool setting, or amazing available light, and make a few good pictures of each other. Simply seeing a good portrait will often clear your head and get you back on a creative track.”

9. Focus on stories close to you. In many respects, the most important thing you can photograph is your own life. “Don’t let everyday moments slip away while you wait for the next assignment,” says Burnett. “They are part of what makes you an interesting photographer. The people and places in your life should be in your pictures frequently, if not every day. Years from now, family, friends and associates will be glad to have those pictures.”

10. Learn how editors want material submitted. We’re in a new century so don’t rely exclusively on the time-tested printed portfolio. Says Burnett, “There will always be a place for a great-looking book, but with the inundation editors are exposed to these days, I think it’s better to make a good-looking online gallery and send a link to the editor. You’re always competing for an editor’s attention so make it easy to let them see your work.”

11. Be interactive and engaging with clients. Don’t be shy about engaging your subjects in conversation; have fun during your time together. It’s not a bad thing for word to get around that you are a great person to meet on the job. Let prospects know that a shoot with you is an enjoyable experience.

12. Plan ahead. Always allow ample time to gather your gear for a job. Having a printed list of your gear handy when you pack for an assignment can be a lifesaver. It’s too easy to forget something important—your 24mm lens, for example—when you’re in a rush to get going. “If being a magazine photographer—or any other professional photographer—were a piece of cake, even more people would be pursuing this career path than already are,” says Burnett. “While it’s never as glamorous or as exciting as the movies make it seem, nothing beats a great assignment and seeing your best images well displayed in print. Just remember you have to work for it.” For more information about

David Burnett, his photographs and his “Developing Skills as a Magazine Photographer” workshop, visit: www.davidburnett.com.

Alice B. Miller is the owner of Plum Communications Inc. (www.plumcomm.com), the Long Island, NY, editorial services and marketing communications company that supports the photo industry. Previously the editor of Studio Photography magazine, Alice has a growing clientele that includes photographers, manufacturers, publications and associations.