Frank E. Cricchio is being honored with the 2008 Lifetime Achievement Award from the Professional Photographers of America (PPA) for his creative image-making and tremendous contributions to furthering photographic education. Cricchio holds the record for earning the most merits through the PPA's program, with over 1,192 to date. He is also a past president of PPA and the American Society of Photographers. The article profiles Cricchio's long career and impact on the industry.

1. JANUARY 2008 | WWW.PPMAG.COM | $4.95

3. Faithful color. Incredible latitude.
An effortless workflow.
Even the photographers will be throwing bouquets.
Jose Villa
©2007 Jose Villa Fujifilm Pro 400H 220 Format
In a digital age, is it possible to have a renaissance in film? After using Fujicolor
Pro 400H for the shot above, Jose Villa emphatically says, yes. “I love the soft tones
that this film provides. Even though the lighting is flat in this image, Pro 400H
allowed me to capture smooth, soft gradations from highlight to shadow and keep
the skin tones natural as well." What’s more, since Fujicolor Pro 400H is designed
for ultimate compatibility in today's digital workflow, it offers ease of use after the
shoot. For a wedding photographer as busy as Jose, that’s a proposal that’s difficult
©2007 FUJIFILM U.S.A., Inc. to resist.

5. CONTENTS
PROFESSIONAL PHOTOGRAPHER | JANUARY 2008
Features
112 SENSE & SENSIBILITY
For Kevin Kubota success came by
listening to both head and heart
by Jeff Kent
122 OUT ON THE TABLE
John Harrington shares everything he has
learned about business—and leaves nothing out
by Jeff Kent
132 A MASTER’S MASTER
PPA’s 2008 Lifetime Achievement
Award honors Frank E. Cricchio
by Don Dickson
144 POOLS OF LIGHT
Howard Schatz and his remarkable life aquatic
by Stephanie Boozer
WEDDINGS: RISING STARS
74 JB & DeEtte Sallee soar into the wedding
photography stratosphere
by Jeff Kent
80 PORTRAITS: ONE STEP AHEAD
Frank Donnino changes with the times
by Jeff Kent
88 WEDDINGS: FRONT PAGE NEWS
Cliff Mautner is hot on the trail of blushing brides
by Stephanie Boozer
NATURE: CHILLING EFFECT
96 James Balog documents the accelerating glacial pace
by Jeff Kent
WEDDINGS: BUILDING BACK
104 In post-Katrina New Orleans, John-Michael Hannan
builds anew
by Lorna Gentry
IMAGE BY HOWARD SCHATZ

6. 14 FOLIO
CONTENTS PROFESSIONAL PHOTOGRAPHER | JANUARY 2008 | WWW.PPMAG.COM
156
163
186
CALENDAR
PPA TODAY
GOOD WORKS
©Cliff Maunter
Departments
C O N TA C T S H E E T
18 PIX Digital Imaging Contest
22 PPA & SEP sweepstakes winner
27 Candid camera
29 New photo books
32 What makes a photography
Web site great?
PROFIT CENTER
37 What I think: Frank Cricchio
38 The joy of marketing
by Sarah Petty
42 Finding the boutique client
by Sara Frances
46 Raising the bar: Blake Discher
by Jeff Kent
THE GOODS
51 What I like: Frank Donnino
52 Pro review: Olympus E-3
by Joe Farace
58 Workflow: Freestyle shooting
by David Jay
66 Print finishing: Grand finale
by Bryan Linden
70 Tutorial: Time-saving
Lightroom presets
by Kevin Kubota
88 During his tenure with the Philadelphia Inquirer, Cliff Mautner learned
to judge the moment and find the light. He captures the essence of who the couple is,
allowing it to come out naturally, but rendered through his artistic interpretation.
ON THE COVER: Taken in a pool custom
designed for underwater photography, in
crystal clear water regulated for chemistry and
temperature, Howard Schatz's images mesmerize
the viewer with dancers' ethereal expression
in a weightless world. Fashion designer
Betsey Johnson loaned this fanciful dress for
“Underwater Study 2615,” one of the images from
Schatz's newest book, “H2O.” Exposure: 1/125
second at f/4.0, ISO 50.
6 • www.ppmag.com

8. Mind. Body.

9. Photography.
A Picture-Perfect Relationship
Sign up for a weekend retreat!

10. P ROF E S S I ONA L
EDITORIAL
director of publications
CAMERON BISHOPP
The master senior editor
cbishopp@ppa.com
art director/production manager
JOAN SHERWOOD DEBBIE TODD
EARNING THE ULTIMATE MERIT BADGE jsherwood@ppa.com dtodd@ppa.com
We’re honored this month to feature in our pages the “master’s manager, publications and
features editor
sales/strategic alliances
master,” Frank E. Cricchio, M.Photog.Cr., Hon.M.Photog., CPP, LESLIE HUNT KARISA GILMER
lhunt@ppa.com kgilmer@ppa.com
F-ASP, Hon.F-ASP, a member of the Cameracraftsmen of America.
editor-at-large sales and marketing assistant
Cricchio, a past president of Professional Photographers of America
JEFF KENT CHERYL PEARSON
(PPA) as well as the American Society of Photographers, took his jkent@ppa.com cpearson@ppa.com
first image in 1944 with a Sparta box camera, and opened his first technical editors
ANDREW RODNEY, ELLIS VENER
studio of photography in Port Arthur, Texas, in 1958.
director of sales and strategic alliances
Cricchio also holds a record that many have tried, but so far SCOTT HERSH, 610-966-2466, shersh@ppa.com
failed, to top. Through the PPA Merit and Degree Program, launched western region ad manager
BART ENGELS, 847-854-8182, bengels@ppa.com
in 1937, member photographers earn merits toward PPA degrees for eastern region ad manager
their professional achievements and their contributions to furthering SHELLIE JOHNSON, 404-522-8600, x279, sjohnson@ppa.com
circulation consultant
the photographic education of others. Merits are awarded when a MOLLIE O’SHEA, moshea@ppa.com
member takes PPA-sanctioned classes to advance his skills and editorial offices
Professional Photographer
business acumen, creates images that become part of the PPA Loan 229 Peachtree Street NE, Suite 2200, Atlanta, GA 30303-1608 U.S.A.
Collection, has images and/or articles published in Professional 404-522-8600; FAX: 404-614-6406
Professional Photographer (ISSN 1528-5286) is published monthly
Photographer magazine, and educates other photographers through subscriptions
speaking and presenting seminars at PPA and affiliated events. Professional Photographer
P.O. Box 2035, Skokie, IL 60076; 800-742-7468;
In 1998, Cricchio became the first person to earn more than FAX 404-614-6406; email: ppmag@halldata.com; Web site: www.ppmag.com
1,000 merits—1,192 of them to date—and he continues to make member services
PPA - Professional Photographer
tremendous contributions not only to the association, but the whole 800-786-6277; FAX 301-953-2838; e-mail: csc@ppa.com; www.ppa.com
of the photographic industry. Send all advertising materials to: Debbie Todd, Professional Photographer,
This year, the PPA Board of Directors confers the 2008 Lifetime 5431 E. Garnet, Mesa, AZ 85206; 480-807-4391; FAX: 480-807-4509
Subscription rates/information: U.S.: $27, one year; $45, two years;
Achievement Award on Frank Cricchio, honoring a career of creative $66, three years. Canada: $43, one year; $73, two years; $108, three years.
image-making, his professionalism and tireless contribution to International: $39.95, one year digital subscription.
Back issues/Single copies $7 U.S.; $10 Canada; $15 International.
educating and enriching fellow photographers. Turn to p. 132 for PPA membership includes $13.50 annual subscription.
our interview with Cricchio. Subscription orders/changes: Send to Professional Photographer, Attn: Circulation
Dept., P.O. Box 2035, Skokie, IL 60076; 800-742-7468;
FAX 404-614-6406; email: ppmag@halldata.com; Web site: www.ppmag.com.
BIG TIME Periodicals postage paid in Atlanta, Ga., and additional mailing offices.
Postmaster: Send address changes to Professional Photographer magazine,
Finally, a nod to this issue, our Imaging USA show special, and our P.O. Box 2035, Skokie, IL 60076
biggest magazine ever. We hope you enjoy it, and please pass it on Copyright 2008, PPA Publications & Events, Inc. Printed in U.S.A.
Article reprints: Contact Professional Photographer reprint coordinator at
to anyone you know who’s just starting out in professional Wrights’s Reprints; 1-877-652-5295.
photography. We hope it will serve as a useful introduction for the Microfilm copies: University Microfilms International,
300 North Zeeb Road, Ann Arbor, MI 48106
photographers coming into our ever-growing industry. I Professional Photographer (ISSN 1528-5286) is published monthly for $27 per year by PPA
Cameron Bishopp, Publications and Events, Inc., 229 Peachtree Street, NE, Suite 2200, International Tower, Atlanta,
GA 30303-1608. Periodicals postage paid at Atlanta, Ga., and additional mailing offices.
Director of Publications Acceptance of advertising does not carry with it endorsement by the publisher. Opinions expressed
cbishopp@ppa.com by Professional Photographer or any of its authors do not necessarily reflect positions of
Professional Photographers of America, Inc. Professional Photographer, official journal of the
Professional Photographers of America, Inc., is the oldest exclusively professional photographic
publication in the Western Hemisphere (founded 1907 by Charles Abel, Hon.M.Photog.), incorporating
Abel’s Photographic Weekly, St. Louis & Canadian Photographer, The Commercial Photographer,
The National Photographer, Professional Photographer, and
Professional Photographer Storytellers. Circulation audited and
verified by BPA Worldwide
10 • www.ppmag.com

12. CAROL ANDREWS
M.Photog.Cr., ABI
candrews@ppa.com
SUSAN MICHAL
Professional Photographers M.Photog.Cr., CPP, ABI
of America smichal@ppa.com
229 Peachtree St., NE, Suite 2200
Atlanta, GA 30303-1608 TIMOTHY WALDEN
404-522-8600; 800-786-6277 M.Photog.Cr., F-ASP
FAX: 404-614-6400 twalden@ppa.com
www.ppa.com
2007-2008 PPA board industry advisor
MICHAEL GREEN
president mgreen@ppa.com
*JACK REZNICKI
Cr.Photog., API
jreznicki@ppa.com legal counsel
Howe and Hutton,
president-elect Chicago
*DENNIS CRAFT
M.Photog.Cr., CPP, PPA staff
API, F-ASP DAVID TRUST
dcraft@ppa.com Chief Executive Officer
trustd@ppa.com
vice-president/treasurer
*RONALD NICHOLS SCOTT KURKIAN
M.Photog.Cr., API Chief Financial Officer
rnichols@ppa.com skurkian@ppa.com
chairman of the board CAMERON BISHOPP
*MICHAEL GLEN TAYLOR Director of Publications
M.Photog.Cr.Hon.M.Photog., cbishopp@ppa.com
API, F-ASP
mtaylor@ppa.com DANA GROVES
Director of Marketing &
directors Communications
RONNIE NORTON dgroves@ppa.com
ABI, Qualified European
SCOTT HERSH
Photographer,
Director of Sales &
Associate of the Irish PPA
We bring the rnorton@ppa.com
Strategic Alliances
shersh@ppa.com
highintochool
market
sfocus LOUIS TONSMEIRE
Cr.Photog., API
ltonsmeire@ppa.com
J. ALEXANDER HOPPER
Director of Membership,
Copyright and Government
Affairs
American Student List has been providing High School Student lists to DON DICKSON ahopper@ppa.com
hundreds of satisfied portrait photographers since 1971. High School M.Photog.Cr., CPP
Seniors and Juniors are available on pressure-sensitive labels, diskette ddickson@ppa.com WILDA OKEN
or via electronic delivery.Additionally,our list of Families with Children Director of Administration
is ideal for marketing family and holiday portraits.
SANDY PUC’ woken@ppa.com
See us at the Imaging USA Convention (Booth 1404) for a chance to win a
$100 AMEX Gift Card. M.Photog.Cr., CPP, ABI
spuc@ppa.com LENORE TAFFEL
Director of Events/Education
ltaffel@ppa.com
RALPH ROMAGUERA, SR.
M.Photog.Cr., CPP, API, F-ASP *Executive Committee
NY: 888-462-5600 — FL: 888-550-8548 — www.studentlist.com rromaguera@ppa.com
The most trusted name in youth marketing. of the Board
12 • www.ppmag.com

13. Proof Books
Parent Albums
Finished Albums
Vendor Sample Books
Studio Sell Books
Favors and Gifts
And…
Collages.net press printed books are made from the highest quality materials and provide the
industry’s finest presentation. They are available in a wide variety of convenient sizes and creative
color and border options, for any of your studio needs.
For more information, visit www.collages.net/books or contact Customer Service
at (877) 638-7468 or customerservice@collages.net.
Albums | High-End Cards | Press Printed Books | Gallery Wraps | Professional Printing | Online Presentation
Check out Collages.net’s comprehensive product line at www.collages.net/products.
©2008 Collages.net Inc. All rights reserved. Photo ©2008 More Than An Image Photography.

14. folio| Comprising images selected from the files of the PPA Loan Collection, Folio is a monthly sample of
award-winning photography by PPA members. The Loan Collection is a select group of some 500
photographs chosen annually by the PPA print judges from more than 5,000 entries.
©Stan Jones
STAN JONES
While visiting Babcock State Park in West Virginia, Stan Jones, M.Photog., of S&N
Photography in Cave City, Ky., fulfilled a longtime wish to photograph this unique spot.
Taking advantage of the early morning light, Jones exposed “Glade Creek Falls” for 4 seconds
at f/16, ISO 100, with a Canon EOS-1Ds Mark II digital SLR and 24-70mm Canon f/2.8 L EF
lens with a circular polarizer. He used Adobe Photoshop to perform minor color correction.
14 • www.ppmag.com

16. BOB HAWKINS
“Anyone who knows my work knows I love
character studies,” says Bob Hawkins,
M.Photog.MEI.Cr., CPP, of Bob Hawkins Studio in
Newton, Iowa. “I like to get their story, where the
journey of life has taken them.” Using nothing but
a Larson 4x6-foot silver reflector to bounce light
from a window, Hawkins captured “Etched by
Time” with a Canon EOS-1Ds digital SLR and 70-
200mm Canon f/2.8 L USM EF lens. He
converted the image to black and white in Adobe
Photoshop, adjusted the contrast and density, and
applied a weathered wood overlay to add texture.
TIM MATHIESEN
Tim Mathiesen, M.Photog.Cr., A-ASP, F-ASP, of
Panoscenes.com in Laguna Niguel, Calif., couldn’t
resist the urge to capture this breathtaking
sunset over Moloki Island in Hawaii. Shooting
with a Fujifilm Panorama GX617 Professional
camera and 105mm Fujinon SW f/8 lens with a
center filter, Mathiesen exposed Fujichrome Astia
100F film for 1/15 second at f/16 to create “Just
Another Sunset in Paradise.” “Sunsets in Hawaii
are legendary,” says Mathiesen. “This one looked
like nothing would happen, then turned ©Bob Hawkins
spectacular in just a few minutes.”
©Tim Mathiesen

17. Three new cameras designed to inspire. Starting with the totally new EOS-1Ds Mark III. With a 21.1-megapixel full-frame
CMOS sensor, dual “DiG!C III” Image Processors, and a 3-inch LCD monitor, it’s far and away the most remarkable camera Canon has
ever created. The newly redesigned 10.1-megapixel EOS 40D lets photographers take the next leap
forward, with its DiG!C III Image Processor and 6.5 frames-per-second shooting. Along with the
exceptional EOS-1D Mark III with its blazingly fast 10.5 frames-per-second shooting and 10.1-megapixel
CMOS sensor, Canon makes the creative process easy, rewarding and, most important, inspiring.
To get more inspired about the Canon EOS system, go to: www.usa.canon.com/dlc
Enter the “Why Do You Love Football” Photo Contest at www.usa.canon.com/nfl for a chance to win a trip to Super Bowl XLII. Contest ends 12/2/07.
©2007 Canon U.S.A., Inc. Canon, EOS and DiG!C are registered trademarks of Canon Inc. in the United States. IMAGEANYWARE is a trademark of Canon. All rights reserved.

18. CONTACT SHEET
What’s New, Events, Hot Products, Great Ideas, Etc.
©Greg Sims
Let’s get
digital PIX Digital Imaging Contest Thirteen highlights 2007’s best
©Michel Tcherevkoff
18 • www.ppmag.com

19. ©Sean Teegarden
Sponsored by Photo District News magazine,
the annual PIX Digital Imaging Contest recog-
nizes special achievement in digital photogra-
phy in several categories. Winning images are
determined not only by the technical profi-
ciency they reflect, but also by such universal
photographic principles as imagination, vision
and collaborative effort. The PIX contest is
an opportunity to acknowledge the digital
techs, CGI artists, retouchers and other
digital artists who labor behind the scenes.
The first place winners of PIX Digital
Imaging Contest Thirteen are, by category:
Advertising Campaign: Hasnain Dattu
and Stephen Cribben for their collaboration
on “We See What Most Don’t,” a campaign
for the Salvation Army.
Portraits/Celebs/Music: Michael O’Brien
for the “Tom Waits Series,” depicting the
musician in a variety of scenes for his new
album, “Orphans.”
Travel/Lifestyle: Tony Gale for “Night,”
nightscapes of public recreation spaces shot
on film then scanned for digital editing.
Fashion/Beauty: Michel Tcherevkoff for
“Shoe Fleur,” a collection of shoes and acces-
sories made entirely from botanical elements.
Personal Work: Jim McHugh for the
“Hotel Series,” a project inspired by the
preservation of Los Angeles buildings.
New Talent: Sean Teegarden for “True
Character,” a portrait series in which
Teegarden made the distinguishing
characteristics—what some would call
flaws—of his subjects vividly apparent.
The PIX contest judges were Brian Storm
of MediaStorm; Dave Lewis of Fallon
Worldwide; Marin Preske of Surface magazine;
Katrin Eismann, digital photography author
and instructor at the School of Visual Arts;
and Martin Bols of [zerone] Photo Retouching.
Opposite page, top and left: Greg Sims' "Lemonade Stand," was merited in the Advertising category.
For more information on the awards, visit Michel Tcherevkoff's "Shoe Fleur," was First in Fashion/Beauty. Above: Sean Teegarden's "True
www.pdngallery.com/contests/pixdigital/2007. Character" series was first in New Talent.
January 2008 • Professional Photographer • 19

22. CONTACT SHEET
equivalent of a 2007 Jeep Wrangler Sahara.
Sweepstakes winner Hicks Studio participated in the national
sweepstakes by joining the PPA/SEP Sweep-
PPA and SEP members-only Sweepstakes Marketing Co-op pays off stakes Marketing Cooperative member
program. Along with the Graduate in the
Roman Cooper from Saginaw, Mich., is the first Society of Sport & Event Photographers (SEP). Driver’s Seat Sweepstakes, PPA and SEP
winner of the 2007 Graduate in the Driver’s Cooper entered the sweepstakes at Hicks also sponsored two more give-aways, the
Seat Sweepstakes, sponsored by Professional Studio of Saginaw, owned by Randall Family Destination: Disney Sweepstakes and
Photographers of America (PPA) and the Tucker, CPP. He chose to take home the cash Escape to Paradise Cruise Sweepstakes. The
winners of both will be announced this month.
This exclusive new member-only benefit
enables photographers to participate in a
profit-building sweepstakes promotion with
high-value prizes that they couldn’t offer on
their own.
PPA and SEP members can still join the
2008 Sweepstakes Marketing co-op and
give their own clients the chance to win
fabulous prizes. Find out more at Imaging
USA in Tampa, Fla., January 6-8, or online
at www.ImageSweepstakes.com.
22 • www.ppmag.com

23. 2007
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24. No digital SLR on the planet could take this shot. So we built one.
©2007 Nikon Inc.

25. See more of Sandro’s awe-inspiring D3™ images at stunningnikon.com/challenge
Brainerd Int’l Raceway. Dusk. Turn 8. 1/5000 of a sec. f/4 at 6400 ISO. NIKKOR® 14-24mm f/2.8 Lens. For more on the Nikon® D3, turn the page.

26. Stunningly advanced 12.1 megapixel FX-format CMOS sensor. Stunningly fast 9 fps
at full FX resolution. Stunningly low noise even at ISO 6400. Stunningly sharp edge-
to-edge image performance. The revolutionary new Nikon® D3™ will change the way you
shoot sports or action of any kind. Never again will you have to choose between blazing speed
or brilliant image quality, particularly in low light situations. To learn more about how the
Nikon D3 captures what other pro-digital SLRs cannot, go to stunningnikon.com/challenge.
The Nikon D3 is here. Do the undoable.

27. CONTACT SHEET
©Gruber Photographers
Candid camera
Capturing the moment she says, “Yes.” BY LORNA GENTRY
Nearly every aspect of the digital generation’s reaction. In a trend that’s picking up traction,
lives is online, in photographs, and fair game photographers are documenting couples’
—even the typically private moment between lives from “Will you marry me?” to “I do.”
couples when marriage is proposed. Would-be New York wedding photographer Terry
grooms are hiring professional photographers deRoy Gruber, who photographed the wedding
to secretly photograph them on bended knee of Michael Douglas and Catherine Zeta-Jones,
popping the question to their unsuspecting girl- is in the vanguard of pre-engagement photogra-
friends, who also have no idea a lens is trained phy. Since 1999 Gruber has been all over
on their priceless (and, hopefully, positive) Manhattan covertly photographing proposals
from Central Park to rooftops and the Brooklyn
Photo by Casey Fatchett Bridge. “Public places are often best, but there
is always the chance that someone will walk in
front of the camera at ‘the moment’ and obscure
the view. We do the best we can, but when we’re
in a public spot we can’t control everything.”
It’s a bit easier to pull off paparazzi
photography in a restaurant, he says. For
outdoor proposals, Casey Fatchett, also a
New York wedding photographer,
recommends daylight or at least a well-lit
area. “I once had a client who took his
girlfriend to Columbus Circle to propose,” he
says. “I text messaged him to move her uses Rolleiflexes, 35mm film and digital
closer to the fountain where the light was cameras with 200-400mm lenses, and
better. As we messaged back and forth, he Widelux panoramic cameras “in order to
told her he was he was messaging for work, give a sense of setting,” he says. If Casey
but afterward she said she was beginning to Fatchett is trying to blend into a crowd, he
wonder if there was another woman.” uses either a 70-200mm f/2.8 lens or a 28-
Price depends on the arrangements, which 105mm f/2.8 lens on his digital camera.
can range from a photographer simply dressed One of Fatchett’s ruses is pretending to be a
as a tourist with a camera to elaborately con- street photographer at a predetermined loca-
cocted pretexts. Terry Gruber has hired people tion. “It helps that I came to New York to be
to pretend to pose with their dogs in Central an actor,” he says. “This type of photography
Park for a photographer who is actually let’s you live out a spy fantasy, following people
shooting over their shoulder to capture the around paparazzi-esque, shooting out windows
proposal-in-progress behind them. “It’s a bit and taxis. It’s fun and it’s always different.”
like a duck blind,” he says. For about an hour’s
To see more of Terry deRoy Gruber’s photogra-
time, Gruber charges $750 and up, and phy, visit www.gruberphotographers.com. To
Casey Fatchett’s prices begin at $295. Each see more of Casey Fatchett’s photography
photographer books about a dozen a year. visit www.fatchett.com.
Equipment depends on the job. Gruber Lorna Gentry is a freelance writer in Atlanta.
January 2008 • Professional Photographer • 27

29. Pages an enormously influential photographer and
teacher, captures the jingoism of America in
1947, Magnum Photos has chronicled the
major events and personalities that shape
A survey of photo books the 1970s through a wide-angle lens. our time. This massive tome of more than
Crowds of spectators at sporting events form 400 photographs marks Magnum’s sixtieth
Rob Gardiner, editor of the online PhotoBook eerie evidence of a nation embroiled in war. anniversary. True to its cooperative heart,
Guide (www.photobookguide.com), cites five “Magnum Magnum,” edited by Brigitte each Magnum photographer has featured
noteworthy books on photography rolling Lardinois (Thames and Hudson, $225). Since the work of another of its 69 members.
off the presses this month.
“The Brown Sisters: Thirty-three Years,”
by Nicholas Nixon (The Museum of Modern
Art, $34.95). For each of the last 33 years
Diver rescues laptop from Amazon.
Nicholas Nixon has photographed a group por-
DriveSavers rescues data from laptop.
trait of his wife and her three sisters. This book Piranhas go hungry.
presents all 33 portraits, including eight taken
since the out-of-print 1999 edition. To witness
the progression of these portraits, through
marriages and pregnancies, is to encounter the
courage and dedication of family experience.
“Vinter,” by Lars Tunbjörk (Steidl/ Swedish
Books, $50). Lars Tunbjörk's latest fascinating
We can save it!
exploits find him traveling through the cold, What’s the number one fear of professional
dark aura of a northern Scandinavian winter. photographers around the world? The unexpected, sudden
These bittersweet scenes will echo with
loss of irreplaceable images due to a crashed or damaged
readers everywhere.
camera, computer or other digital device.
“This is War!: Robert Capa Photographs
DriveSavers understands, and we know how to help.
1936–1945 (Steidl, $74). Robert Capa captured
We’ve recovered more data for photographers and other
photos of destruction and liberation that have
become icons of war. This book takes a detailed
creative professionals than any other company in the world.
look at many of those famous images, including
We offer special benefits to PPA members plus free
the “Falling Soldier” and D-Day invasion, return shipping and direct access to our data recovery
using historical documents to illustrate the engineers. And, if we don’t retrieve the data, you don’t pay.
stories behind both Capa and his photographs. So, what’s our advice for getting rid of that fear?
“American Sports, 1970: Or How We Easy. Back up today...or call us tomorrow.
Spent the War in Vietnam,” by Tod Papageorge
(Aperture). This photo book by Tod Papageorge, 800.440.1904 drivesavers.com
©2007 DriveSavers, Inc. DriveSavers Data Recovery, We can save it! and the life-ring logo are registered trademarks of DriveSavers, Inc.
January 2008 • Professional Photographer • 29

30. Listening. Creating.
Albums High-End Cards Gallery Wraps
“Collages.net albums have superior print “Uniquely “Extraordinary is the best way I can
quality, the ordering process is effortless, beautiful, describe Collages.net’s gallery wrap
and the customer service is above high-class, line. I have several gallery wraps
exceptional. However, the basis of my and extremely displayed at my studio, and my clients
choice doesn’t do the product justice professional are love them. Not only do these products
until seeing it first-hand. Plus, the all phrases my sell themselves, but Collages.net’s lab
feedback from my studios’ clients is clients use to turns them around quickly, their
phenomenal! With an abundance of describe specialists go above and beyond to
attractive and vibrant leather color Collages.net’s help you, and Collages.net’s print quality
choices available for covers, my clients high-end cards. is first class.
always find the perfect fit for their Adding this Collages.net has
album. As the owner of three busy product to my studio’s line couldn’t have exceeded my
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©2008 Collages.net Inc. All rights reserved. Photos are ©2008 of their respective photographers.

32. CONTACT SHEET
Your Web site is often a client's first
What makes a photography Web site great? impression. You need a distinct brand identity,
as John Sibiliski's site illustrates (left).
5 important content and design basics BY TRICIA GELLMAN HOLMES
A great Web site is one that gets you the
quality and quantity of work that you
want. In the current age of technology, a
high-quality portfolio Web site is essential
for a professional photographer because in
many cases, your Web site is also your
potential clients’ first impression of you
and your work.
The first and arguably most important
aspect of your site are the images—make
sure they load quickly and are displayed
large. Beyond your imagery, here are five
key components: unique and consistent
branding, easy to use navigation, updated
content, search engine optimization and
clear, easy to find contact information. All
of these contribute to ensuring your Web
site is working to market your business.
1. A distinct and consistent brand
identity. Your Web site is a primary means
to establish your brand and distinguish
yourself. Through the selection of your
images, use of color, typography, logos and
graphics, and even music, you have the
opportunity to create your own unique
brand. Consistent branding throughout
your site shows the attention to detail and
the level of professionalism you bring to
your business.
In the worlds of portrait and wedding
photography, your personality—and that
of your brand—may be as important as
your images to your potential client’s
decision. Customers often look for a brand
and images that they connect with on an
emotional level.
2. Intuitive navigation. Navigating your
site shouldn’t be a challenge. An intuitive
navigation scheme helps visitors explore
your site without experiencing frustration.
With a glance they should understand how
to navigate your site and access the content
32 • www.ppmag.com

33. they want to see. Your choice of readable e-mail or a request for more information, so the amount of business you generate while
fonts is also key to ease of navigation. it’s easy for potential clients to get in touch giving you more time and energy to spend
Ornate or highly stylized fonts should be with you. on your work.
used very selectively. Clearly identified menu Features such as these add value to your
Tricia Gellman Holmes is vice president of
items enable visitors to quickly find the site and make it a resource for clients and
marketing for liveBooks, a provider of cus-
pages they are most interested in. Easy-to- potential clients. A well-designed and easy- tomized portfolio Web sites and marketing
navigate portfolios make visitors want to to-use Web site will dramatically increase software for professional photographers.
explore them fully. The right navigation
makes your Web site inviting and will
increase the amount of content potential
clients view.
3. Updated content. Keep it fresh. A Web
site that changes regularly provides an
incentive for visitors to come back again. A
site that is frequently refreshed tells
prospective clients that you are actively Introducing the new QUANTUM TURBO SC–Slim,
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site current without taking away from your
Provides up to 225 full-power Qflashes or 400 shoe mount flashes on a
time to shoot. single charge!
4. Image size and download speed. Your Charges in 1.5 - 2 hrs. using its standard (100–240 VAC) charger.
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Web site should showcase your work first
Compatible with all Quantum "C" and "CC-Series" flash cords.
and foremost, not distract people from it.
Let your images take up most of the viewing
area so the rest of your Web site design isn’t
competing for attention. Faster download
speed helps visitors have a better experience
overall. Finding the right balance between
high quality and low file size is essential.
Too far in one direction and your photos
will appear slowly on a visitors’ screen, and
too far in the other gets you fast-loading
photos that don’t reflect the quality of
your work.
5. Clear contact information. A clear
contact page is one of the easiest ways to
increase business. Make sure that after
visitors have explored your Web site they
have an easy way to become your clients.
Have a page where visitors can find out
where you are located and access your
contact information, including your address,
phone number, and e-mail address. Make
the page clickable with hot links to your
Call 631-656-7400, visit www.qtm.com or your professional photo dealer for more information.
January 2008 • Professional Photographer • 33

34. Photography by Gregory Heisler.

35. Beautiful.
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37. Professional Photographer P R E S E N T S Business, Marketing and Sales Strategies
What I think
Frank Cricchio prioritized
professionalism for 50 years
What advice would you give to someone who is just
beginning in the photography business? Know the
technical skills that enable you to give your client the
best product in the industry. Having technical skills
enables you to go further with your artistic vision.
What’s the biggest business risk you’ve ever
taken? My biggest risk was embracing color
photography when we had only black and white.
Families wanted matching images of their
children, and black and white mixed with color
images was not acceptable.
What do you consider your big break—the turning
point? The introduction of color photography in
1958. Before color photography, the old masters
kept their quality processes secret and did not share
with others. When color photography was introduced,
everyone was on a level playing field. All of us had
to start from step one to learn color, from
processing to the art of using color in an image.
What’s the secret to running a successful photogra-
phy business? The secret to any personal service
business is to care more about your customers’
needs than your profits. You must become involved
in your community. Your professional image should
be impeccable. You should always dress profes-
sionally and behave professionally. When the phone
rings, always answer it with a smile in your voice.
IMAGE BY FRANK CRICCHIO
WWW.FRANKCRICCHIO.COM
January 2008 • Professional Photographer • 37

38. TM
THE JOY OF MARKETING S A R A H P E T T Y, C P P
To be successful in business, you must do
things that give you visibility and build your
brand all year long. To be a leader in your
market requires doing even more, things
Successful studio events can generate buzz, that knock the socks off clients and prospects.
heighten visibility and build brand for your Once a year, every business should throw an
business. Here are 12 tips for a great party. event that creates massive buzz. Think of it
as a party to celebrate your clients.
Host with The event must be exciting, enticing and
inspiring. People don’t want to come to your
business to hear a sales pitch, they want to
the most
be stimulated. Now’s your opportunity to
wow them with your creativity.
One of the best reasons to host an event
is to bring in people during a slow time,
12 IDEAS FOR THROWING AN ANNUAL EVENT which often for photography studios is the
first quarter of the year. You can use an event
All photos ©Vicki Taufer
not only to create buzz, but also to book sessions
during typical lulls. When it comes to having
successful events, Vicki Taufer, M.Photog.,
CPP, and husband Jed Taufer, owners of
VGallery in Morton, Ill., are some of the
best. VGallery has had a Girls Night Out
event every winter for eight years. They
invite vendors who appeal to women or who
have a unique product to set up in their
studio during the event. They give each
attendee a gift bag stuffed full of goodies
from these companies—really great goodies
like product samples, not just coupons.
Known for putting on events worth going
to, the Taufers launched another successful
event, Dog (and Cat) Days of Summer.
Promoted solely with an e-mail blast, the
event was fully booked in 24 hours. The 30
to 40 animals they’d planned to photograph
grew to 120. The event’s sales were fantastic,
and as part of the promotion, raised enough
money to contribute 125 bags of pet food to
Vicki and Jed Taufer's Dog (and Cat) Days of
Summer event generated a fantastic response and
great press for Vgallery and animal charities.
38 • www.ppmag.com

39. animal charities. Three newspapers covered time you can go crazy with fresh looks, but
the event, and one quoted Vicki Taufer: “We the theme should be consistent with your
have run specials for children over the years identity. Whatever the look, do not tamper
and have never seen a response like this. with your logo.
People love their children, but they must POLISH YOUR STUDIO like never before.
really love their pets.” The event generated Repair any nicks and get rid of anything
both buzz and revenue, and positioned unattractive or dated. Give the place a fresh
VGallery in a segment of the market they coat of paint. When I worked at an advertising
had not yet tapped, pet photography. agency, a client company rebuilt the front
Hosting an event can be stressful when room displays in its hair salon and day spa
you’re new at it. I hope these tips from my every six to eight weeks. Our clients knew it
own experience will help you create a would increase sales of add-on products
smashing success. because it was timed with the visiting cycle of
SELECT A THEME. Whether it’s a playful the typical customer, so she’d see something
tagline or an extravagant design, your event new every time she came, yet would still feel at
needs consistency. Use the same theme and home there. Photographers should reenergize
design elements on the invitations, signage,
nametags, packaging, ads and anything else
you use to promote this event. This is one A great goodie bag goes a long way in creating buzz.
Carbon Fiber + G-Lock Tripods
Gitzo takes carbon fiber to the next level
• 30% lighter weight The most advanced carbon tubes maximize
vibration absorption, stability and weight to strength ratio
• 20% higher load capacity New patented G-Lock gravity lock
system increases rigidity, is faster to operate and resistant to water,
dust and dirt
• Low level shooting with the included Ground Level Set the center
column can be removed completely for macro photography
• Lifetime Warranty European innovation and manufacture
with full US support and service
• Selection of 24 tripods Full range based on weight
and height preferences
"I have taken my Gitzo tripods around the world numerous times and
into extreme environments for my project LIFE: A Journey Through Time.
It has taken six years to complete but the project is now a book, an
exhibit, and a live music performance -- and the tripods still function
as well as ever." Frans Lanting
Frans Lanting, one of the world's premier nature and wildlife
photographers. Learn more about his work at www.lanting.com
and read about the LIFE project at www.LifeThroughTime.com
To locate a Gitzo 5 Star Dealer
with products on display and in stock
go2 www.bogenimaging.us/gitzo5star
Gitzo US subsidiary: Bogen Imaging Inc. 201 818 9500 www.bogenimaging.us info@bogenimaging.com
January 2008 • Professional Photographer • 39

40. TM
THE JOY OF MARKETING
their studio at least once a year, and having It’s a wonderful feeling to help others and it PROVIDE A GUESTBOOK. Your database
an event with lots of “guests” is a great creates goodwill in the community. is one of your most important assets. Make sure
motivator to do it. INTRODUCE SOMETHING NEW. People you capture the names of everyone attending
TIE-IN WITH A CHARITABLE CAUSE. look to you as a leader in style and design. They your event and add the newcomers to your
We always find a way to generate funds for a want to see what’s fabulous and new. Maybe database. You can also collect new names
charity we believe in. For example, we can con- it’s a canvas gallery wrap framed with stirring and updates with register-to-win studio gift
tribute the event’s session fees to the charity words, or a line of custom art books, or a certificates. You could have people register
and say so in our promotions. Clients get both new metallic media or a unique frame. New to win a television set or other unrelated
a tangible product and emotional satisfaction. products plant seeds for future session sales. prizes, but you gain an opportunity for
additional sales if the reward is a sitting.
OFFER BEVERAGES AND ENTICING
SNACKS. Pastries, hors d’oeuvres, soda and
even adult beverages for evening events can
stimulate conversations and make people
comfortable in your setting. Make sure the
time of your event accommodates different
lifestyles. Stay-at-home moms are usually
Color scheme and design should be fresh and
suit the theme, but still consistent with your
studio's brand and identity.
THERE’S ALWAYS A REASON TO HAVE A PARTY
If you’ve recently changed the name or framing and in-home design and more. see how to decorate with artful portraits of
logo of your business, an event is an Events bring traffic during slow times. one’s family. Right before Christmas, I
opportunity to keep people attached to Planning an event allows you to be hosted a holiday open house at my home.
your brand. When you make major proactive and boosts the cash flow. Welcoming my best clients into my home
changes to your business, people want to Generating money for a favorite charity strengthened the bond between us.
know that they are positive changes. not only feels good, but also makes people If you are expanding your services,
If you just opened your first retail feel good about you. It would be hard for an event can be a catalyst for growth.
studio space, have expanded or changed many of us to donate $2,500 to a charity For example, if you are starting to offer
location, everybody is curious to see your out of our own pocket, but if we can do it senior photography, plan something
new space. Make every detail perfect and through our business, how wonderful is that! exciting to get seniors to come see
celebrate with everyone you know. When you want to overcome objections, your cool space.
If you transition from proofs to projec- an event can be the solution. Have you ever Even if you don’t have a specific
tion, an event can help educate clients on heard, “We don’t want our home to be a reason to stage an event, throw a fun
how it benefits them. Set up a projector shrine to our kids.”? Because my clients party and hang out with the people who
and show large images with music. It will purchase large wall portraits, they sometimes love your photography the most. Make
give you a chance to explain how you can have concerns that they’ll run out of space. hosting an event a goal for your business
shoot more, how you can help them with I want them to come to my own home and in the new year.
40 • www.ppmag.com

41. available until the kids get home from but on the day of the event, take the time to that might be taking place at the same time
school, and working parents like to come make phone calls to the targeted reporters as yours. Remember that events typically
right after work. Yes, 10 a.m. until 7 p.m. is at the newspaper and television stations. grow each year, so don’t get frustrated if you
a long time, but heck, you’ve done all the One thing about events: there are no don’t have a huge turnout for your first. On
work, the more the merrier. guarantees, warns Vicki Taufer. “You can’t the other hand, we know photographers who’ve
FREE GIFT FOR EVERYONE. I strongly control things like weather or other events had 400 people at their first event.” I
advise studios to invest in an impressive
promotional item. Coffee mugs and pens just
don’t cut it anymore. I have given offset-
printed custom calendars housed in CD
jewel cases. Twelve sheets of paper fit nicely;
turn over the calendar and there’s a second
year. Our art will be sitting in front of the
client for two years after the event. At the
Dog Days of Summer, VGallery gave visitors
gift bags donated by a local bakery holding
custom-made VGallery dog biscuits.
BE GENEROUS. We produce hundreds
more calendars than we’ll need for the event.
I give several copies to everyone whose child
was featured in it—we like to use some of
our best clients as models—and they delight
in passing them along to friends.
PROSPECT FOR NEW CLIENTS. Target
ads and announcements at select neighbor-
hoods, groups or organizations to stir up
new business.
CONSIDER CO-MARKETING. For example,
if you specialize in children’s photography,
you could photograph select clients of children’s
clothing shops in town and display them in
a unique way during your event. Build
goodwill with the store by inviting everyone
on the clothing store’s mailing list.
INVITE FRIENDS AND FAMILY. It’s smart
to invite the people who care about you. It helps
fill your studio, which makes it seem more
exciting, and because they want to see you
succeed, they’re some of your best salespeople.
GENERATE PUBLICITY AND MAXIMIZE
EXPOSURE. Because you’re generating
money for chairty, your event is newsworthy.
Not only should you send a press release,
January 2008 • Professional Photographer • 41

42. PROFIT CENTER S A R A F R A N C E S , M . P H O T O G .C R .
The boutique photographer, a franchise of one
Finding the boutique client
©Eddie Tapp
The clients we desire want to know
the spirit of the people they work
with, so we post photos of ourselves
on our Web site doing all kinds of
jobs. The boutique model is an
appearance business, and everything
about us is critical as a sales tool.
This is the first in a year-long for a valuable commercial relationship. The
series about the boutique studio business budget was small, but the request for “nothing
model. The series will appear in the Web special, just photos” looked easy and profitable.
Exclusives section at www.ppmag.com. But it took 60 days to close the deal, the retainer
check bounced, as did the final payment, and
Where can you find the clients for fine com- a huge snowstorm almost doubled the time we
missioned photography who won’t be spent on the job. Group photos for 20 disinte-
stricken with sticker shock? Demographic grated into chaos, as some 50 people milled
information alone won’t help you. We’ve all around with pre-dinner drinks, getting in the
experienced the low-income wedding client way and distracting the subjects. These were
who pays cash for the most expensive package not the clients for my studio. The boutique
and the Lexus-driving bride who values photographer deals with relatively few clients
status more than high-quality photography. a year, so he has to recognize and turn down
As for party consultants, an obvious referral the uncommitted client.
source, they often expect a sizable commis- We recently had the privilege of photo-
sion and listing fees as well. graphing a couple at their country club wed-
A boutique cannot afford to work with ding. All the decision-making parties came
unprofitable, time-consuming clients. The to the studio for the first consultation. They
wrong client can even damage your business judged the quality of our product based on
reputation. Last year, to fill a post-Christmas their appreciation of fine arts and our willing-
lull, I took on a bat mitzvah hosted by the owner ness to brainstorm special ways to approach
of a public relations firm. I saw the potential their needs. It was unnecessary to educate them
42 • www.ppmag.com

43. on the fine points that make our studio differ- and a word-for-word script to close the sale. state who you are, what services and products
ent. They booked a $20,000 still and video After the first few meetings, I began to get you offer and how you want to limit jobs and
package on the spot. It’s been a joy to work it. Within a structured guideline for building services in the future, your goals in regard to
with them as the job progresses. It’s worth a client relationship, there’s plenty of room to your age and experience, your family life, and
the extra effort to find a handful of such clients! be creative yet make high sales. It’s all about whether you’re a long-time pro like me, or an
One way to simplify your search for the right trust. Recently four different clients voiced that eager newcomer. A startup boutique owner
client is to hire a professional coach or advisor, exact word; they trusted me to design photo- might have an easier time self-profiling
who can help you formulate a step-by-step graphs and albums for them, for more than because you can begin fresh. The demo-
playbook, a guide that defines the desired $15,000 each. With that I knew my invest- graphics of your area have a lot to do with
client, helps you find her, leads you through ment in a professional coach had paid off. the feasibility of your plan. Your coach
selling and contracts, and helps you close at There’s a subtle difference between a busi- should make sure you’re in the right arena.
least seven out of 10 prospects. A proficient ness consultant, who helps to define a market, Profile your client. Your “franchise of one”
coach is worth far more than the investment. suggest operation and sales strategies, and a needs to know the buying habits of the desired
After more than three decades in business, business coach, who focuses on the principals client, where she lives, her social pursuits, her
I didn’t think I needed a professional business of the company and their personal goals and family involvement. Analyze your best clients
consultant, even though I wasn’t reaching strategies. I’m using the term “coach” to signify and note what they have in common. When
enough of the right boutique clients. Then I either one, but ask the professional you’re you know what led them to select you, you
met Rick Skurla. He was the right person to interviewing which one he considers himself have a treasure map to lucrative clients. The
analyze my business from the outside, help to be. When choosing, consider these factors: more detailed the map, the better.
me develop a consistent sales presentation Profile you and your market. First, honestly Attract and book prospects. For boutique
January 2008 • Professional Photographer • 43

44. PROFIT CENTER
photographers, the right client is almost always for a commitment and closing the deal are measure your success with her answers to
a referral from a planner, a friend, a past client, the last of the “offense” plays in your book. your questions about how and why she
or anyone in a position to trust you enough to Service after the sale. Score big when you booked you, what she liked best, what could
refer others to you. You must consistently ask demonstrate your superior technique, unique have been done differently? You’re in a great
particular questions to ascertain that the presentation and timely delivery. When you position to ask for referrals, because the
prospect wants the top-tier product you like your clients and there are but a select few boutique photographer’s reward comes from
provide, is in position to finalize the decision, of them, it’s easy to invent artistic new products, exceeding expectations. I
and has the funds allocated. You can’t afford keep in touch with progress reports on the
to invest time in prospects who don’t meet job and write thank-you notes. Never
Sara Frances and her business partner and
all three criteria. Your coach should help you discount the importance of careful, trans- husband, cinematographer Karl Arndt,
own Photo Mirage in Denver, Colo.
script word-for-word qualifying questions parent billing. I was amazed at clients’
(www.photomirage.com).
phrased accurately and sensitively. positive response when presented with a For more info on Rick Skurla,
professional business and sales coach of
Next, you get to show off your talent with computerized, detailed invoice explaining
Skurla and Associates, e-mail
extravagant samples and offer creative ideas every charge and the inevitable add-ons that rick@skurlaandassociates.com. Download
a free copy of “The Business Owner’s
for the prospect’s particular needs. Your play- come with any job. You will probably spend
Playbook,” a publication of The Hartford,
book should include anecdotes of how you serious time over a number of months to at www.thehartford.com/businessowner.
solved similar problems in the past. If your complete each job. Your billing can make a
Sign up for a one-time consultation with
prospect lives elsewhere and cannot meet in lasting impression and fulfill the meaningful Professional Photographers of America
Studio Management Services, get info on
person, your Web site becomes your credentials; experience the boutique client desires.
upcoming business workshop at
the site in itself isn’t a direct sales tool. Asking Now why not take a client to lunch, and www.ppa.com.
44 • www.ppmag.com