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MARCH 2011 | $4.95
Nancy Poole
Professional Prints
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editorial offices
Professional Photographer
229 Peachtree Street NE, Suite 2200, Atlanta, GA 30303-1608 U.S.A.
404-522-8600; FAX: 404-614-6406
Professional Photographer (ISSN 1528-5286) is published monthly
subscriptions
Professional Photographer
P.O. Box 3606, Northbrook, IL 60065-3606; 800-742-7468;
FAX 847-291-4816; email: ppmag@omeda.com; Web site: www.ppmag.com
member services
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800-786-6277; FAX 404-641-6400; e-mail: csc@ppa.com; www.ppa.com
Send all advertising materials to: Debbie Todd,
Professional Photographer, 480-807-4391; dtodd@ppa.com
Subscription rates/information: U.S.: $27, one year; $45, two years;
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International: $19.95 one year digital subscription.
Back issues/Single copies $7 U.S.; $10 Canada; $15 International.
PPA membership includes $13.50 annual subscription.
Subscription orders/changes: Send to Professional Photographer, Attn: Circulation
Dept., P.O. Box 3606, Northbrook, IL 60065-3606; 800-742-7468;
FAX 847-291-4816; email: ppmag@omeda.com; Web site: www.ppmag.com.
Periodicals postage paid in Atlanta, Ga., and additional mailing offices.
Postmaster: Send address changes to Professional Photographer magazine,
P.O. Box 3606, Northbrook, IL 60065-3606
Copyright 2011, PPA Publications & Events, Inc. Printed in U.S.A.
Article reprints: Contact Professional Photographer reprint coordinator at
Wrights Reprints; 1-877-652-5295.
Microfilm copies: University Microfilms International,
300 North Zeeb Road, Ann Arbor, MI 48106
Professional Photographer (ISSN 1528-5286) is published monthly for $27 per year by PPA
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.
Acceptance of advertising does not carry with it endorsement by the publisher. Opinions expressed 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 Abels Photo-
graphic Weekly, St. Louis & Canadian Photographer, The Commercial Photog-
rapher, The National Photographer, Professional Photographer, and Professional
Photographer Storytellers. Circulation audited and verified by BPA Worldwide.
4 www.ppmag.com
PROFESSIONAL
senior editor
JOAN SHERWOOD
jsherwood@ppa.com
features editor
LESLIE HUNT
lhunt@ppa.com
editor-at-large
JEFF KENT
jkent@ppa.com
technical editors
ROBYN L. POLLMAN,
ANDREW RODNEY,
ELLIS VENER, DON CHICK
art director/production manager
DEBBIE TODD
dtodd@ppa.com
manager, publications and
sales/strategic alliances
KARISA GILMER
kgilmer@ppa.com
sales/strategic alliances assistant
CHERYL PEARSON
cpearson@ppa.com
circulation
MOLLIE OSHEA
moshea@ppa.com
western region ad manager
BART ENGELS
847-854-8182; bengels@ppa.com
eastern region ad manager
BILL KELLY
404-522-8600, x248; bkelly@ppa.com
director of sales and strategic alliances
SCOTT HERSH
610-966-2466; shersh@ppa.com
EDITORIAL
Whos to say
WORKING PHOTOGRAPHERS TAKE THEIR PICKS
We think a best-of list is about as useful as a foggy lens if the people
doing the ranking arent well-versed with how the products and
technologies function in real-world work. Thats why the recipients
of our annual Hot One awards are chosen by a panel of 32
professional photographers working in a variety of specialties. This
sage crowd brings a world of experience and wisdom to the table.
But a pros gear is a terribly personal decision, and terribly impor-
tant, too, considering how much photographers rely on it to perform.
A faulty shutter could land you in a courtroom face-off with Bridezilla
and her legal team. (Of course, if youre a PPA member, youre
protected by the Indemnification Trust, so the chances of such
glitches becoming courtroom dramas are minimized. But I digress.)
So when you turn to p. 92 and start reading about this years Hot
One Award winners, we expect youll disagree with some of the selec-
tions our 32-member team has made. Frankly, wed be disappointed
if you didnt. We hope our 12th annual Hot One list of the best
products in the industry is just the beginning of the conversation.
Check in online at ppmag.com and tell us what you think. I
Cameron Bishopp
Director of Publications
cbishopp@ppa.com
director of publications
CAMERON BISHOPP
cbishopp@ppa.com
Join us on Facebook at
facebook.com/PPmagazine
Follow us on
twitter.com/PPmagazine
Kevin Ames, Cr.Photog., CPP, API
Mary Lynn Ashley, CPP
Shawn Barnett
Jen Basford
Farrah Branniff, Cr.Photog., CPP
Taylor Cincotta
Sal Cincotta
Bob Coates, M.Photog.Cr., CPP
Jeff Dachowski, M.Photog.Cr., CPP
Tricia Davidge
Jim DiVitale, M.Photog.MEI.Cr.,
API, F-ASP
Roch Eshleman
Jen Henningsen
Tri Huynh
Trevor Johnstone
Ross Oscar Knight
Mark Levesque, Cr.Photog., CPP
Bryan Linden
Ginger Moseley
Carla Nelms, M.Photog.Cr.
Lori Nordstrom, M.Photog.Cr., CPP
Sarah Petty, M.Photog.Cr., CPP
Vicki Popwell, M.Photog.Cr.,
CPP, API
Sharon Reiley
Allison Rodgers, Cr.Photog.
Jeff Rodgers, Cr.Photog.
Andrew Rodney
Dane Sanders
David Schwartz
Meridith Walters
James Walters, CPP
Pete Wright, M.Photog.Cr.
MANY THANKS TO OUR PANEL OF PROFESSIONAL PHOTOGRAPHER JUDGES:
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12TH ANNUAL
HOT ONE AWARDS
Our 12th Annual Hot One Awards
honor the pros choice of the
years top products
By Jeff Kent
SECOND LIFE
After a second chance at life
and career, Nancy Poole is happy
and healthy in both
By Stephanie Boozer
FRESH
Meghan and Matt Feyerabend of
Aus10 Photoartists tap social media
and graphic arts experience
to build a popular senior studio
By Lorna Gentry
OUTDOORS: LET IT BREATHE
Composition in nature
By Brenda Tharp
SENIORS: AHEAD OF THE GAME
The senior portrait business is
anything but random for Teri Fode
By Stephanie Boozer
IMAGE BY TERI FODE
118
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108
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92
Features
PROFESSIONAL PHOTOGRAPHER MARCH 2011
Departments
CONTACT SHEET
24 Dogs in focus: Tim Flach
36 Facebook poll: PP asks ...
28 Wishes granted
30 Beth Forresters New York on Main
PROFIT CENTER
35 What I think: Joe Keum
36 Ask the experts
38 How I did it: Carrie Wildes
40 Living the Dream:
The absence of fear
by Kimberly Wylie
46 Should you go for Groupon?
by Jen Christensen
48 Thinking small:
Are mini sessions for you?
by Rhiannon Loomis
THE GOODS
51 What I like: Teri Fode
52 Pro review: Nikon D7000
by Ron Dawson
58 Product roundup:
Video editing software
by Stan Sholik
68 Product roundup:
Teenage dream
by Robyn L. Pollman
74 Websites: SEO makeover
by Grover Sanschagrin
82 Pro review: Rogue FlashBenders
by Allison Earnest
86 Pro review: Athentech
Perfectly Clear
by Ellis Vener
ON THE COVER: Nancy Poole took this portrait
of Hillary Holt, one of her senior model reps, for her
marketing materials. Taken with a Canon EOS 5D
Mark II camera with a 70-200mm IS 2.8 lens, at
f/8 for 1/125 second. Lighting: a 4x6-foot Larson
soft box on a White Lightning 1600 set to f/8
positioned above and in front of the subject, and
spilling into a Larry Peters Eyelighter; on either
side of the subject, Poole placed an Alien Bees
B800 softened with a Larson strip box to feather
high-key light across the white background.
8 www.ppmag.com
14 FOLIO
138 AFFILIATE SCHOOLS
139 PPA TODAY
154 GOOD WORKS
PROFESSIONAL PHOTOGRAPHER | MARCH 2011 | WWW.PPMAG.COM
Meghan and Matt Feyerabend, owners of Aus10 Photoartists,
are totally attuned to their senior clients lifestyle. They keep an eye on pop culture, the kinds
of products teens and their parents want, and how they're using them.
CONTENTS
128

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2011 Alien Skin Software, LLC. Bokeh, Blow Up, Exposure, Image Doctor, Snap Art, Alien Skin Software, and the Alien Skin Software
logo are trademarks or registered trademarks of Alien Skin Software, LLC. Photoshop is a registered trademark of Adobe Systems Inc.
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White House Custom Colour, Your Professional Photographic and Press Printing Partner
Our Favorite Products for Engagement Sessions
White House Custom Colour is a full service, professional photographic lab and press printer. In addition to the showcased products
on these pages, we offer a full line of products and services to make a positive impact on your goals for continued success in building
your photographic business. For more information visit our website, www.whcc.com
www.whcc.com/tag2win
Press Printed Books
Press Printed Cards
Bound Proofs
Framed Prints
Present your clients favorite engagement image
in a frame as a memorable keepsake. Adding a
mat around the print also allows space for guests
to sign and write messages at the wedding.
Bound Proofs are an inexpensive and simple option to display many
images from the engagement session. The bride will love how she
can easily carry her Bound Proofs with her wherever she goes as she
uses it as her brag book. Bound Proofs also are great to set out at the
engagement party, the wedding shower and even the wedding itself.
ENTER AT
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Tag your favorite product on Facebook for a chance to win it!
Whats Your Favorite?
Use a Press Printed Book to create a personalized
wedding guest sign-in book. Guest books allow
for multiple images from the session to be used and makes
for a great marketing tool as guests sign in and see your work.
Save-the-date cards are the perfect item for the couple
to personalize with the use of their engagement photos.
Offer your couples customized save-the-date cards including your
logo and the cards instantly become free marketing pieces for your
business that are sent to your clients closest family and friends.
Professional Photographers
of America
229 Peachtree St., NE, Suite 2200
Atlanta, GA 30303-1608
404-522-8600; 800-786-6277
FAX: 404-614-6400
www.ppa.com
2011-2012 PPA board
president
*DONALD DICKSON
M.Photog.Cr., CPP
ddickson@ppa.com
vice president
*TIMOTHY WALDEN
M.Photog.Cr., F-ASP
twalden1@mac.com
treasurer
*RALPH ROMAGUERA SR.
M.Photog.Cr., CPP, API,
F-ASP
rromaguera@ppa.com
chairman of the board
*LOUIS F. TONSMEIRE, JR.
Cr.Photog.Hon.M.Photog., API
ltonsmeire@ppa.com
directors
SUSAN MICHAL
M.Photog.Cr., CPP, ABI
susanmichal@aol.com
DOUG BOX
M.Photog.Cr., API
dougbox@aol.com
DON MACGREGOR
M.Photog.Cr., API
don@macgregorstudios.com
MICHAEL GAN
M.Photog.Cr., CPP
m_gan@meritageonmain.com
CONSTANCE S. RAWLINS
M.Photog.Cr., CPP
constancerawlins@att.net
ROB BEHM
CPP
info@robbehm.com
LORI CRAFT
Cr.Photog.
loricpg@aol.com
MICHAEL TIMMONS
M.Photog.Cr, F-ASP
tmt@mich1.net
industry advisor
KEVIN CASEY
kcasey@collages.net
PPA staff
DAVID TRUST, CAE
Chief Executive Officer
trustd@ppa.com
SCOTT KURKIAN , CPA, CAE
Chief Financial Officer
skurkian@ppa.com
THERESE ALEMAN
Director, Marketing and
Communications
taleman@ppa.com
CHRISTEL APRIGLIANO
Director of Member Value
& Experience
caprigliano@ppa.com
CAMERON BISHOPP
Director of Publications
cbishopp@ppa.com
SCOTT HERSH
Director of Sales &
Strategic Alliances
shersh@ppa.com
WILDA OKEN
Director of
Administration
woken@ppa.com
DAWN ROBB
Director of Education
drobb@ppa.com
COREY B. SHELTON
Director of IT &
Online Strategies
cshelton@ppa.com
LENORE TAFFEL
Director of Events
ltaffel@ppa.com
CLAIRE WHITE
Director, Allied Associations
cwhite@ppa.com
SANDRA LANG
Executive Assistant
slang@ppa.com
*Executive Committee
of the Board
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12 www.ppmag.com
The fastest, easiest
portrait touch-up software.
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14 www.ppmag.com
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.
RANDY MCNEILLY
Randy McNeilly, M.Photog.MEI.Cr., API, F-ASP, of McNeilly Photography in Shelby, N.C., created The Soloist
as a music students portrait. With a Canon EOS 5D Mark II camera and a 70-200mm f/2.8L IS USM EF lens,
McNeilly exposed the image for 1/10 second at f/3.5. A 42x72-inch Larson reflector bounced light from a
500WS Elinchrom BX 500 and Photoflex Extra Small Softbox, which were balanced by a 250WS Lowel Tota-
light on a Red-Wing boom above. A second 250WS Tota-light lit the background, with a 250WS Lowel Omni-
light as a kicker. I wanted to create a baroque atmosphere that spoke of chamber music, says McNeilly.
Mixing strobe with tungsten light along with the Romantic Back to Back set created the drama, passion, and
warmth to describe this young woman. mcneillyphotography.com
Randy McNeilly
See us online at www.blackriverimaging.com t 1-888-321-4665
Wardrobe, facial expression, impulse each senior has a look I try to capture in
a shoot. I bring out my clients style and BRI photo books allow them to share it.
Photo Books t Gallery Wraps t Metal Prints & More
- AMANDA REED
Brent Kepner
BRENT KEPNER
Brent Kepner, M.Photog., CPP, of Foto 1 Pro
Photo, LLC. in Elkins, W.Va., has been the official
photographer for the Mountain State Forest
Festival for 16 years. Ive always been a
motorcycle enthusiast, and races are always one of
my favorite events to photograph, says Kepner.
With a Canon EOS-1D Mark III camera and a
Canon 100-400mm f/4.5-5.6L IS USM EF lens,
Kepner exposed Cycle Delic for 1/1,000 second
at f/5.0, ISO 200. He used Adobe Photoshop only
to remove a few stray weeds. foto1pro.com
KATHY WIERDA
I had seen this location many times
and thought it would make a great
setting for a young girl wearing this hat
and coat from my vintage collection,
says Kathy Wierda, M.Photog.MEI.Cr.,
of Kathy Wierda Photography in
Bozeman, Mont. Borrowing a friends
daughter, Wierda created Celia with a
Nikon D2X camera and a Nikkor 85mm
f/1.8D AF lens, exposing the image for
1/1,500 second at f/2.8, ISO 250.
Wierda increased the saturation and
added contrast in Adobe Photoshop,
and selectively applied a LucisArt filter
to enhance the texture. The image won
a Kodak Gallery Award.
kwierdastudio.com
Kathy Wierda
16 www.ppmag.com
re-vealed
A new way of thinking from Millers.
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V I S I T M I L L E R S L A B . C O M
ROBERT SUDDARTH
While driving home from Imaging USA
2009 in Phoenix, Ariz., Robert Suddarth,
M.Photog.Cr., CPP, of Robert Suddarth
Photography in Lubbock, Texas, parked his
RV on the rim of the Grand Canyon to await
the sunrise. With his Canon EOS-1D Mark II
camera and a Canon 24-70mm f/2.8L USM
EF lens, Suddarth exposed five images to
create A Touch of Creation for 1/10 second
at f/7.1, ISO 400. He stitched the images
into a panorama with Photomerge in Adobe
Photoshop, then adjusted the levels and
saturation. robertsuddarth.com
CATHERINE NOCERA
At a wedding reception on Captiva Island,
Fla., Catherine Nocera, of Nocera
Photographic in Cape Coral, Fla., was able to
grab just one quick shot of this saxophone
player. With a Canon EOS 20D camera and a
Canon 28-70mm f/2.8L EF lens, Nocera
exposed Playing the Blues for 1/125
second at f/5.6, ISO 200. She processed
the raw file in Adobe Photoshop, painted
the image in Corel Painter X, then used Nik
Software Color Efex Pro to adjust the
highlights and shadows and darkness and
brilliance and warmth.
noceraphotographic.com
Robert Suddarth
Catherine Nocera
18 www.ppmag.com
20 www.ppmag.com
HEATHER DOLIN
I wanted to create
something unlike anything I
had retouched before, says
Heather Dolin, of
Photographic Production
Services in South
Charleston, W.Va. Not that
retouching nose hair,
slobbers and pimples isnt
fun, but this was a creative
challenge. With a Canon
EOS-1Ds Mark III camera
and a Canon 24-105mm
f/4L IS USM EF lens, Dolin
exposed Splash for 1/125
second at f/8. The
Photogenic PowerLight
1250DR with a Larson soft
box that provided the main
light was bounced by a 4x6-
foot Larson reflector, with a
second PowerLight 1250DR
as a hair light. The image
won a Kodak Gallery Award.
Heather Dolin
re-lated
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V I S I T M I L L E R S L A B . C O M
PETE WRIGHT
After having dinner with fellow
photographer Michael Barton,
M.Photog.MEI.Cr., CPP, Pete Wright,
M.Photog.Cr., of PW Photography in
Richmond, Va., was inspired to try his
hand at a floral subject. With a Canon
EOS 5D camera and a Canon 24-
70mm f/2.8L USM EF lens mounted on
a boom, Wright exposed Silver
Phantom for 1/125 second at f/22,
ISO 50. Wright carefully moved a
200WS Westcott Strobelite PLUS
with 54x72-inch Westcott Silver Soft
Box to alter the shadows with each
exposure. For the final image, he
composited the exposures in Adobe
Photoshop CS4 and used Nik Software
Color Efex Pro 3.0 to perfect the
highlights and shadows. If I see an
image that captures my imagination, I
want to learn not only how to create
it, but also how to put my own twist
on it, [like] an homage with my own
flair, says Wright. pwphotography.com
Michael Barton
22 www.ppmag.com
MICHAEL BARTON
This photograph was made to
push the boundaries of what can be
done with flower photography, says
Michael Barton, M.Photog.MEI.Cr.,
CPP, of Indigo Photographic, Inc. in
Batavia, Ill. In addition to
illustrating a well-known
mythological subject, says Barton,
It was also a great chance to learn
more about digital manipulation.
With a Canon EOS-1Ds Mark III
camera and a Canon 24-70mm
f/2.8L USM EF lens, Barton
exposed Incubus for 1/125 second
at f/22, ISO 50. Two 7-inch
reflector heads with a 600WS
Profoto ComPact 600 flash and
48x48-inch Westcott silver
reflector lit the yellow rose. Barton
used Photomatix software to create
an HDR effect, then added textures
and adjustment layers in Adobe
Photoshop. indigophotographic.com
Pete Wright
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V I S I T M I L L E R S L A B . C O M
Whats New, Cool Events, Interesting People, Great Ideas, Etc.
On the cover of British photographer Tim
Flachs most recent book, Dogs (Abrams),
a Hungarian Puli is pictured in full gallop, its
dreadlocks flying. Its a striking photograph
in its remarkably crisp motion freeze and
head-on perspective. The story of how Flach
created it illustrates his typical dogged
persistence in capturing animals in ways that
enable us to see them anew.
The photo began with a hunt for the Puli
of the right coloring, coat and training. Most
have black coats, but Flach wanted one the
color of a mop. The coat also had to be in show
conditionlong, cordedautomatically nar-
rowing the selection to dogs aged 3.5 to 4 years
old. Further narrowing the search, the Puli
had to be trained for agility so he would jump,
and jumpers coats are kept close-cropped.
After scouring Europe, Flach at last found
the dog hed been searching forin Denver.
In order to freeze-frame the Pulis jump,
Flach used the fastest flash available, a
Broncolor, which he had flown from L.A. to
a rented studio in Denver. To capture the dog
jumping straight into the lens, he says, I
had to shoot through the owners legs. It was
rather undignified. In the books cover shot,
the Puli is just about to land from a foot-
All images Tim Flach
CONTACT SHEET
Tim Flach trains
his lens on mans
best friend to
discover what lies
at the intersection
of human and dog.
BY LORNA GENTRY
Dogs
in focus
high jump. Flach set the flash duration for
1/3,600 (or t.01) to still the movement of
every hair flying toward the camera.
From extreme close-ups to wide shots,
the photography in Dogs shows various
breeds working, playing and resting. Flach
used macro to telephoto lenses, most often
on Hasselblad digital cameras. There are
dog stories in the book as well, including the
science and emotional curiosity behind
cloning. One cloned dog featured is Trakr,
who helped find the last survivor in the
rubble of the World Trade Center after the
2001 terrorist attacks. As he did in his 2008
book on horses, Equus, Flach visually
investigates the intimate animal-human
connection with insightful, touching and
often humorous results.
Companion pets have become more sen-
sual, he notes. Theyve moved from the kennel
to the sofa. Their role as the center of the family
is fascinating to me because I think were
wired to want engagement with animals;
but our engagement has changed over the
last generations as most people have moved
away from a rural life with farm animals and
into cities. I also think the fragmentation of
family reflects the [elevated] importance of
animals, particularly dogs and cats.
26 www.ppmag.com
CONTACT SHEET
PP ASKS
We love hearing from all of
you on our Facebook page.
We ask the questions, you
provide the brilliant answers.
This month its all about
senior portraits. Here are just a few of the
responses you posted on our wall. Click the
Like button to join the conversation at
facebook.com/ppmagazine. This months
question:
WHATS YOUR PLAN TO GET
SENIORS TO WANT TO COME
TO YOU THIS YEAR?
We have fantastic videographers on staff, so
we offer a motion video of the shoot with
our senior packages. The parents love the
motion videos. The seniors do, too, because
they feel like movie stars during the session.
They are a huge hit. Check out some of
them at fxstudiosonline.com. We also have a
scholarship program for our senior studio
reps. We have a really good incentive
program for selected 2012 seniors to
promote our studio.
Annie Sisk
Its strategic marketingsenior reps and
staying on top of the latest trends. There are
so many fun products that are great for
seniors, like photo dog tags, a great little
item to increase package averages. Its also
important not to get stuck in a rut with your
shooting style. Stay fresh. Seniors want
their style to shine through; they dont want
what everyone else has on their walls.
Kristin Schmit
I offer a free Animoto video of the sessions
hot shots. People rave about them. Theyre
cheap, easy, and they go viral in record time.
Ive also used rep cards with one image of
the senior on each side. One side has the
seniors contact info, the other my
promotional information and contact details.
Amy Ijams
My senior business really took off this past
year, and it was the first year that I didnt
use senior reps! I think the seniors just
enjoy the shoots and my style, and they tell
their friends about me. Plus, Im flexible. I
try to be creative with shoots. I listen to the
seniors and what they want. And I always try
to have lots of fun and make them feel like
they look great.
Susie Owens Eads
For our next question and to be eligible for
future giveaways, connect with Professional
Photographer on Facebook:
facebook.com/ppmagazine.
All images Tim Flach
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V I S I T M I L L E R S L A B . C O M
A 39-year-old woman with stage IV breast
cancer; a partner in a same-sex relationship
with terminal lung cancer; and a Chicago
couple trying to manage a rare and aggres-
sive form of sarcomatheyve all brought
out the very best in the wedding industry.
Each has received a wedding planned
and paid for by the nonprofit Wish Upon a
Wedding, a kind of grown-up version of the
Make-a-Wish Foundation. The year-old
group throws weddings or vow-renewal
ceremonies for people who are facing
terminal illness and other serious trauma.
Wedding and event planner Liz Guthrie
launched the organization after running a
dream wedding contest in San Francisco in
2009. She was moved by the many contestants
who said they were too ill or strapped for
money to have a wedding, although they
longed to formalize their relationships.
Guthrie had won the support of many
wedding vendors who were happy to
contribute their services to her contest, and
figured theyd be open to doing something
similar for a heartfelt cause. She started
Wish Upon a Wedding that year.
When we started this there was nothing
like it, Guthrie says. The industry grabbed
onto the idea immediately. Its a way for the
industry to give back to the community
through its enormous resources.
Dozens of vendors came on board the
first month. Within a year, the organization
had opened chapters in 16 cities, with some
3,500 volunteers. Yet the organization is
always looking for more volunteers.
Each chapter keeps a database of wish
grantersvendors and photographers
divided into 20 categories. When the chapter
gets a request, volunteer coordinators call on
the vendors. Time is of the essence, so a wed-
ding or vow-renewal plan has to come together
in less than five weeks, and sometimes only
days. To make it easier on the vendors, Wish
Upon A Wedding stages ceremonies on non-
peak wedding days.
So far the organization has granted wishes
for 13 couples. Each, Guthrie says, was an
amazing experience for the couple and the
volunteers. To see love celebrated under such
circumstancesweve heard from so many of
our volunteers that its a life-changing event.
Photographers are asked to donate four-
hour wedding day coverage. To sign up, go
to wishuponawedding.org.
CONTACT SHEET
Wishes granted
The wedding industry finds a way to give back I BY JEN CHRISTENSEN

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A
fter 15 years in business and three
workable, yet less than ideal studio
locations, Beth Forester, M.Photog.Cr., CPP,
of Madison, W.Va., finally felt the time was
right to invest in the studio of her dreams.
Shed survived years of paying rent to
landlords for spaces she was forced to make
work, including an unpleasant sewer
problem at the latest site, and enough was
enough. The dilapidated downtown bank
building on Main Street shed been eyeing
was at last available. Twenty years of total
neglect had taken its toll on the space.
Every time I went in it I thought I must
be crazy, says Forester. There was a gaping
hole from the ceiling through the bottom
floor. But the ceilings were high, and it had
exposed brick walls, the original fireplaces,
and enough room for a second camera room
with lots of window light, and a total space
of 5,000 square feet.
30 www.ppmag.com
CONTACT SHEET
New York on Main
Beth Foresters new studio transformed her business, and pumped
life into a struggling downtown district
BY STEPHANIE BOOZER
Exposed brick walls and original fireplaces make a
perfect showplace for Foresters photography.

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V I S I T M I L L E R S L A B . C O M
CONTACT SHEET
Forester consulted an architect, got a bid
from three contractors, and worked the num-
bers. Im a cautious person and I hate spend-
ing money, says Forester, though shed been
saving for years in hopes of one day owning
a building of her own. But I realized that
Id be investing in myself and my business,
and this was the place.
Foresters savings were sufficient to buy
the building outright, a near steal at a mere
$42,000. She had to borrow for the renova-
tion, acquiring a business debt for the first
time in 15 years.
There were certain areas I wanted to spend
more on, like custom doors, the first thing clients
see and touch, she says. I wanted to spend
money where people would see the difference.
Forester commissioned custom iron railings
that now scroll across the buildings front
and embellish the entrance, top quality hard-
wood flooring, and pressed aluminum
ceilings accentuated by crystal chandeliers.
I wanted people to feel like they were in a
New York loft, says Forester.
She noticed an almost immediate uptick in
wall portrait and collage sales, and is booking
ever more custom portraits designed around
the clients home. Forester was surprised by
the reaction in the community. Downtown
Main Street in this economically slow coal
mining town had been largely abandoned.
These days the street is bubbling back to life.
Other businesses started painting their
storefronts, and theres this tremendous sense
of pride in the community, says Forester.
When I had a dumpster blocking Main
Street, the city redirected traffic for the entire
monththats how desperately everyone
wanted to get things going again.
After nearly a year in her new space,
Forester is still in love.
I firmly believe theres a right time and a
right place for everything, she says. About
90 percent of the photographers around me
are in their homes or in small facilities. I
wanted to have a place that people stopped
and took notice of. After 15 years, I had the
money, and it really was the right time for me.
Forester invested in design features that clients
would immediately notice, such as custom doors,
ironwork and top-quality hardwood flooring.

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A GENDER-SPECIFIC CORRECTION
Apologies to Ms. Robin Holman, M.Photog.,
whom we mistakenly referred to as he in
the Folio section of our January issue (p. 22).
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March 2011 Professional Photographer 35
Professional Photographer P R E S E N T S Business, Marketing and Sales Strategies
What advice would you give to someone
who is just beginning in the photography
business? Having photographic skill is essen-
tial, but having a strong marketing plan
and good accounting are the keys to success.
Whats the greatest challenge your business
has faced? Finding the differentiator. If the
client can recognize your work, it makes
the decision easier. If you are too similar to
others, the deal becomes about the price of
the package, not the quality of the images.
Whats your deal breaker? When a
potential client is only interested in the price
of the package. The key is turning around the
question of pricing to make the client
interested in you and your work first, and
the pricing second.
How do you think professional photography
will evolve in the coming years? In the future,
unless you have a look that distinguishes
you, it will be difficult. If you think about
history, a lot of people had access to paints
and brushes and canvas, but the Old Masters
had a style that stood the test of time. That
is why they became famous artists while
everyone else has been lost in history. Its
the same concept in photography.
Developing a unique style leads to success.
IMAGE BY STUDIO JK
STUDIOJK.COM
What I think
Joe Keum stresses the
value of a defining style
Q. Im having trouble figuring out how to
create packages, pricing and discounts within
PPAs financial benchmark recommendations.
When prospects hear our sitting fee or the
price of a 4x6, they seldom e-mail back. We
started our business just last year, so
should we price lower than the benchmark
and then gradually raise prices?
A. Changing your prices in response to a
couple of prospects is ill-advised. Theres a
fine line between being profitable and charging
what the market will bear. Do market research
to help you see where you fall within your target
market, but remember that you control the
perceived value of your products by how you
position them in the market. Partnering with
another business of your quality and a cohesive
marketing look can help convey the desired
perception and bring in qualified inquiries.
A note on selling through e-mail: We prefer
to have at least a phone conversation, as e-mail
conversations can lack emotion and understand-
ing. When e-mail is the only way, consider
crafting a response that will keep the client inter-
ested and provide the information he needs to
choose you. For instance, instead of listing prices
as la carte options, mention a particular collec-
tion/package with a price range, and the compo-
nents included: Our bellies and babies session
comes with five art prints of your choice, and
one framed 12-inch portrait, and prices start at
(your price). Another option is our family collec-
tion, which includes one framed 12-inch print
and a small wall portrait. Additional gift portraits
are (your price) apiece, and we have a couple
of other collections that might fit your needs.
Is there a time we can get together so I can
show you how to benefit from our collections?
Follow up with a question about how theyre
going to display the images. That helps you
address their needs and concerns more specifi-
cally. Feel free to ask what their budget is for this
project and mention how you can work with it.
One last thing: Not everyone who calls is your
client. You might be beyond the callers budget
at this time, but make a terrific impression
and youll top the list when the time is right.
Jeff Dachowski, dachowskiphotography.com
Q. Is direct mail marketing still worth it?
A. Great question. The best way to acquire a
new client is still through word of mouth because
the client comes in already believing in you.
In the world of Facebook, blogs, Twitter,
and all other forms of paperless marketing,
direct mail marketing could have a powerful
influence due to its rarity. Im hearing about
studios using direct mail for high school
senior campaigns and having great success
because nobody else in the area is doing it.
I believe if you understand the strengths
and weaknesses of direct mail marketing and
use it appropriately, it can bring results. If you
want an even more powerful punch, combine
both the old and the new in marketing tactics.
Julia Woods, portraitlife.com
Q. How do you deal with constant complainers?
A. Listening is the key to customer service. If
theres a recurring complaint, its time to exam-
ine your photographic skills or business prac-
tices to see where you could improve. Some-
times we slipown it and move forward.
If its a particular client who always whines,
then a) prepare yourself, endure, take the money
and deal with it; or b) sit down with that client
and have a heart to heart. Heres an example
of a conversation I had with a bride who was
nagging away even before the wedding.
Susan, may I be very honest with you? Im
asking you to be honest with me, too. I feel that
youre less than thrilled with us at Andrews Pho-
tography, is that true? (She squirmed, and said
yes). I truly appreciate your honesty with me,
because I feel youre not 110 percent excited to
be working with us, and all our brides are 110
percent excited. I understand that in this big old
world, Andrews Photography may not fit every-
ones taste, style, or personality, so Im return-
ing your deposit check. Just initial this right
here, and well void your contract. Ill give you
a list of amazing photographers in the Profes-
sional Photographers Guild of Houston. I really
appreciate your consideration of our services,
and your honesty that we are not the right fit.
You will know when you have found the perfect
photographer for you, and I wish you well.
I stood up, asked her to initial the voided
contract, handed her the check, and graciously
thanked her for her time. She was pleasantly
surprised by my actions, honesty and
integrity, and we continued to receive referrals
from her for several years.
Ill also tell you, when it walks like a duck,
quacks like a duck, and swims like a duck, its
gonna be a duck. With some people, theres
nothing you can do to convert matters into a
positive situation for your business. Handle this
client quickly, and with integrity, and then go
make a new, wonderful client for lifetheyre
out there waiting for you to find them! I
Carol Andrews Jensen
Got a question? The SMS team wants to hear
from you. E-mail our panel of experts via PP
editor Cameron Bishopp at cbishopp@ppa.com
and include experts in the subject line.
36 www.ppmag.com
PROFIT CENTER
Ask the experts
Establishing pricing, direct marketing, complaining clients
MENTORS FROM PPA STUDIO MANAGEMENT SERVICES ANSWER YOUR BUSINESS,
MARKETING AND SALES QUESTIONS. FOR INFO ON WORKSHOPS, GO TO PPA.COM.
STUDI O MANAGEMENT SERVI CES

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new model A005
A former industrial engineer, Carrie Wildes
has had a master plan since 2007: To build a
new photography business in her adopted
hometown of Tampa, and to do it right.
Wildes had moonlighted at some photo
studios as a creative outlet before deciding to
make a gradual career change. She worked as
a second shooter for a few photographers in
the area, and began networking with event
planners and wedding vendors. She joined
photography associations, took classes, and
accessed the resources available through the
chamber of commerce. She started to accept
solo gigs, but not haphazardly. Wildes set
goals for the number of weddings she wanted
to book, and how much cash shed set aside
before quitting her engineering job. She
reached those goals in fall 2008.
Getting everything started was a learning
process, and definitely the hardest thing Ive
ever done, says Wildes. When I began, I didnt
know anything about the wedding industry. I
had no background in marketing or sales. During
that first year, I had to learn a lot about
workflow and pricing just to get things off the
ground. Im still learning. To be successful in
this business, it helps to always be learning.
In 2009, Wildes attended a PPA Studio
Management Services (SMS) workshop on
pricing, selling, branding and marketing.
Afterwards, she called a graphic designer to
commission a new logo, website design and
marketing package. She also began a revision
of her pricing model, with an eye toward
growing her business.
Wildes had always kept her cost of sales in
the appropriate range, never more than 25
percent of her total sales, well below the 35
percent SMS benchmark for home-based
studios. She credits her disciplined attitude
toward spending. When I increase prices and
bring in more money, I dont go out and
spend it, so my profit margins go up while my
cost of sales stays low. Its about income-
producing behavior, she says. If you spend
money to help you have better income, then
you should do it. If you buy something just
because you can, its not a great idea. For
example, I invested in Canon EOS 5D Mark II
cameras, which in turn improved our image
quality and helped us work more efficiently;
that was a worthwhile investment. A lot of
this thought process comes from establishing
a budget, reviewing it regularly, and sticking
to it.
Last year Wildes became an SMS client,
and was paired with SMS Manager Bridget
Jackson and SMS peer mentor Julia Woods,
M.Photog.Cr. Jackson focused on helping
Wildes understand how the recommended
financial benchmarks affect a businesss
bottom line, and Woods counseled her on
pricing and marketing, showing her how
promoting her studio to the right kind of
clientsand pricing accordinglycould help
her reach her goals for the business.
Wildes knew the importance of developing
a product line and establishing prices based
on market research. She studied the local
competition, and identified the photographers
whose professional standards she wished to
attain. She compared the local competitions
pricing to the SMS benchmarks, and
consulted with Woods about setting high but
realistic goals for her particular business.
Wildes also built pre-event package sales
into her wedding bookingclients commit to
a package when they book the date. This
helps maintain consistent income for the
studio, as well as allowing her to make more
accurate forecasts of revenues. Wildes sells an
additional $400 to $1,000 per wedding in
post-wedding print sales, but her primary
income comes from the packages.
Since beginning her SMS consultations,
Wildes has made four price increases; the first
two were gradual, the last two were steeper.
Last year, she contracted with another photog-
rapher and second shooter so she could double-
book weekends. Along with the price increases,
it helped boost revenuesthe studio saw a
58 percent increase in gross revenue from
2009 to the end of 2010. To continue the
growth, Wildes has added a third shooting
team for 2011. Based on the packages shes
already sold for this year, she projects gross
sales 38 percent greater than last years.
As she motors into her fourth year in
business, Wildes has a bright outlook on the
future. With the help of SMS, her business is
growing, her workflow is humming, and her
revenues are in line with her long-term goals.
However, she cautions, the journey was far
from easy. Building a successful business
takes time, discipline and education. When I
started, I couldnt book anything because I
wasnt confident meeting with people and
selling them on what I had to offer, she says.
Its critical to be comfortable with yourself. If
you are, your customers will be, too. Ive only
begun to feel really confident about what Im
providing and how Im selling it within the last
year and a half. A huge part of confidence
building is establishing of a solid reputation
and a strong brand. Because I worked so hard
on those elements in the beginning, most of
my business now comes from referrals. I main-
tain my connections by networking with vendors,
providing great service and getting good feed-
back on forums, doing charity work, blogging,
and interacting with the community. I
Go to ppa.com or e-mail sms@ppa.com to
learn more about SMS consultations,
webinars and workshops. See more from
Carrie Wildes at carriewildes.com.
PROFIT CENTER
BY J EFF KENT

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38 www.ppmag.com
Carrie Wildes
BY J EFF KENT
From engineer to artist, Carrie Wildes continues to build
her business, learning and fine-tuning as she goes
How I did it
sekon|o.oom 914 347 3300
Distributed by MAC Group
See Bobbi Lane video
at Sekonic.com/Lane
Bobbi Lane
Bobbi Lane on controlling light: Balancing the light to create the dynamic and edgy look
was the key in this shot. I wanted to show the energy and excitement of the music so it was necessary to combine
a variety of lights. We were shooting on a roof at twilight, so I wanted to burn in the lights from the background
buildings to get the urban feeling. I lit the musician with strobes to get the quality, direction and depth to establish
the mood. The main light is a beauty dish at f/8 and theres a strip light at f/5.6 to the side creating the edge light
on him. Dragging the shutter using a longer shutter speed brings in the light in the background, as well as
giving enough time for the sparkler light to move through the shot. These four very different light sources needed
to be carefully balanced. All these computations were based on the meter. Theres no way I can guess all this.
My metering has to be precise, quick and accurate. Incident for the strobes, reected for the sky. Bang! Right on!
Photography.
Its all about light.
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Last month we explored the power of know-
ing who you are. Once you do, youll be amazed
at the things you can do. For many people,
though, theres still something holding you back
from making the critical changes you need to
make: worry, maybe outright fear. Fear can
affect your life in ways you dont even realize.
Youre worried about your clients percep-
tions, worried about losing them if you do
make changes in your business. Change is
hard for everyone. But Im not talking about
immediately tripling your prices, although
some photographers may need to. Im saying
look critically at your business, your mar-
ketplace, your clients, your life, your long-
term goals, your overall happiness. Be
brutally honest with yourself.
I see two tiers to making the changes that
need to be made, some minor, some game
changing. Lets examine some of those com-
mon game changers, the fear behind mak-
ing them, and the consequences of not
getting over that fear.
PROJECT THOSE IMAGES. A big
game changer for us. Our clients were used
to little paper proof books. They ordered by
phone or faxthe joy of an incoming fax!
But it was no way to sell art, and moreover,
it was a disservice to our clients. We invested
in ProSelect software and told clients how this
sophisticated system allowed us to personal-
ize our sales meetings. We explained the
benefit of our expertise, and how we could
show them the different options on a large
screen and help them make the best
investment. By the time wed covered all the
benefits they got from this system, how
much better for them this method was than
online or paper proofing, they couldnt help
being excited, too. Our average order
increased more than 250 percent since we
made the switch. Is it really safer to stay the
same, or does it make more senseand
PROFIT CENTER
The absence of fear
Fear can affect you in ways you dont even realize
LI VI NG THE DREAM BY KI MBERLY WYLI E, M. PHOTOG.
Kimberly Wylie
In her monthly column, Kimberly Wylie discusses the business of photography, how the model
is changing, and how photographers can adapt. Wylie left her career as a successful financial
analyst for her dream job, photography. She joined Professional Photographers of America and
took advantage of the associations Studio Management Services, and embraced the culture of
learning, mentoring and teaching others. Wylie now has a 3,500-square-foot studio in Dallas,
and her business is among the highest grossing in the nation.
by whcc
Learn more about how PickPic ProofPro can impact your life, business, and bottom line.
Go to www.pickpic.com/jumpstart for more information!
Jump start your
sales with ProofPro.
greater profitsto shoot less and spend
more quality time with each client?
END UNPROFITABLE DIGITAL
SALES. Under-pricing guarantees failure and
lowers the value of your photography in the
clients mind. Selling digital files isnt necessarily
bad altogether, but not pricing them for profit
is bad for the entire industry. Making this
change frightens a lot of photographers, but isnt
it scarier to face personal and financial ruin?
RAISE THOSE PRICES. We started
out with pricing that brought in customers,
but we were making no money. One of the
hardest things weve done is drastically raise
our prices. Id just had my first child, and
was terrified of losing clients, but the reality
of our situation was painful, and we nearly
doubled our prices overnight. We expected
to lose some clients, but the alternative was
to fail. Scary, yes, and really that simple.
BYE-BYE BAD POLICIES. Establish
reasonable business policies to help ensure
smooth transactions from start to finish.
Clearly communicate them to each client so
they know whats expected. Collect your
session fee at the time of the booking and
youll see far fewer cancellations. These two
simple policies can make a huge difference:
Require a payment of 50 percent of the
order before beginning any work, and collect
the remainder before delivery. Think
through each part of the sales transaction
and make sure you protect the best interests
of both you and your client.
Terrifying, maybe, but if you dont make
the changes, I guarantee these results:
Youll continue to work for rates lower
than youre worth. I know you love photog-
raphy, but would you do it as a charitable
contribution to your clients? Pricing thats
too low combined with an inefficient
workflow is a recipe for disaster.
Please sit down and estimate the time
you put into your business and divide it by
the sum of your profits and salary. When I
first did it, I realized I wasnt taking home
even minimum wages. Talk about a
motivating factor to overcome my fears!
Youll continue to attract the wrong clients.
We love everyone, too, but you dont have to
feel guilty for going after the ideal clients.
You will no longer get to do your dream
job. You were too worried about upsetting a
few clients and now you have to close your
doors altogether.
Its never fun when someone doesnt like
you, or is mad at you or isnt happy with
your changes. However, there are many
ways to implement changes in a positive
light for 95 percent of your clients. We
effectively decreased our shoots by a third
while simultaneously maintaining our total
revenue. We did it during the recession, so
please dont say you cant do it toothats
the fear talking.
Go ahead, get prepared, do your home-
work, set yourself up for success in your new
you, then rip off that Band-Aid! It will be
uncomfortable for a little while, but I promise,
in the long run, youll be so happy you did. I
For more business tips from Kimberly Wylie,
visit livingthedreamworkshop.com or find
her on the Web, Facebook or Twitter.
42 www.ppmag.com
... The day came when the riskit took to
remain tightinside the bud was more painful
than the risk it took to blossom.
ANIS NIN, (1903-1977)
Kimberly Wylie
breanne schaap Photographer and California girl on the go, Breanne is fascinated by anything and
everything having to do with modern design. She loves MpixPros variety of relevant products as much as she
loves her own variety of dropitModern backdrops.MpixPro offers the most innovative and prized product line in the industry.
If you want to remain the cutting edge - go with MpixPro!
To see how Breanne uses MpixPro products, please visit mpixpro.com/BreanneSchaap.
Where discerning photographers belong.
mpixpro.com
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Tulsa portrait studio owner Rachel Williams
firmly believed coupons sent the wrong
signal to customers, but the people from
Groupon were persistent in offering to send
out a groupon for her studio, Photographic
Designs. After much research and protracted
negotiation, Williams finally gave in. She felt
the impact immediately.
My studio manager and part-timers and
I were here until midnight and could barely
keep up with the phones, says Williams. The
goal was to sell 40 sessionsthey booked 159.
Established in 2008, Groupon popped up
on the business radar during a perfect eco-
nomic storm, says Bob Phibbs, author of
The Retail Doctors Guide to Growing Your
Business (Wiley). Sales were down, busi-
nesses were looking for new customers, cus-
tomers were trying to save money. Groupon
looked like a silver bullet, he says. But is it?
Acting as a go-between, Groupon helps
businesses market discounted services
Groupons deal of the dayto online sub-
scribers in 90 affiliated cities. When inter-
ested customers buy, Groupon gets 50
percent of the proceeds, then pays the
balance to the business in installments over
the life of the groupon.
Though her Groupon experience was suc-
cessful, Williams says it might not be for
everyone. According to a Rice University
study, a third of the Groupon clients surveyed
said the ploy failed to turn a profit. Bridget
Jackson, manager of PPA Studio Management
Services, advises photographers to weigh the
pros and cons: You are teaching clients bad
habitsthat they should always look for a deal
in choosing a photographer. Are bargain hunters
really the kind of customers you want?
Phibbs is decidedly anti-Groupon,
and calls the phenomenon a profit/brand
killer. You dont see Annie Leibovitz offer-
ing groupons for her work, he ventures.
Dont you want people to take you seriously?
Of course, not everyone commands
Leibovitzs fees. If youre thinking of going
Groupon, Williams experience illustrates
how to do it effectively.
DONT GIVE IT AWAY. Run the
numbers. On average, American businesses
make 3 cents profit on every dollar taken in,
says Phibbs. If Groupon takes 50 percent off
the top, what remains? Williams groupon
offered a $335 portrait session and one print
for $59. She said she had to fight for that
price and wanted more. So
UP-SELL, UP-SELL, UP-SELL. In
the Rice Univ. study, 50 percent of busi-
nesses that turned a profit with Groupon
had up-sold those customers. Thats not so
hard to do, says Jackson. Many in this pro-
fession dont really understand the psy-
chology of selling, and theyre just not that
great at it. Williams began up-selling from
the very first conversation with every
Groupon costumer. She suggested they use
the groupon as a discount toward a bigger
portrait; about 80 percent said yes.
KEEP IT SIMPLE. Three outfit
changes, three locations and 30 re-touched
prints: 600 groupons sold. This sort of offer
says the photographer doesnt understand
the realities of the business, Jackson says.
You cant operate at these levels. Be realistic
about your time investment. Williams
changed her workflow; instead of the two or
three in-person appointments her regular
customers get, groupon customers got a
phone consultation and one studio session.
PROFIT CENTER
Should you go for Groupon?
It could be a profitable promo, but do your research first
BY J EN CHRI STENSEN
46 www.ppmag.com
BE PREPARED. A good calendar,
knowledgeable staff and an updated website
with a sample price list are essential.
SET LIMITS. Williams groupon had an
expiration date, and was limited to one per
customer and new customers only so as not to
cannibalize her own business. Customers also
had to place the order within 30 days of the ses-
sion. Mindful of her existing clientele, Williams
designated dates and times for the promo
while saving choice spots for her regulars.
Dont offer images in digital format.
Williams stood her ground, even though
some said digital images would make the
offer more attractive. Photographic Designs
groupon covered only one 11x14 print, a size
thats difficult to copy on a home scanner.
BUILD YOUR ROLODEX. Groupon
collects customers contact information but
doesnt share it. Make sure that you get that
information as a requirement for redeeming
the coupon. Build your list and your brand,
not theirs.
Cautions aside, Williams Groupon expe-
rience was slightly positive. With about 20
percent of the customers, those who wanted
no more than the promo offered, the sale
wasnt profitable at all. About 20 percent of
the new customers did buy a small add-on
for few hundred dollars more. About 40
percent fell within the studios usual average
sale, and the remaining 20 percent bought
more than the usual average. In fact, the
studios top 10 sales of 2010 were Groupon
customers whom Williams up-sold.
Williams plans to offer another groupon
this month, a slow one for her business. The
exposure we got was beyond amazing, but I
cant stress enough: Do your homework up
front, she said. Otherwise youll work your-
self to death and fail to make a profit. I
Jen Christensen is a freelance writer in Atlanta.
March 2011 Professional Photographer 47
According to a study, a third of the
Groupon clients surveyed said
the ploy failed to turn a profit.
866.330.1530 | ASUKABOOK.COM
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Shaping your services and products to meet
your own and your clients needs can mean
success for your business. Some photog-
raphers find it works to offer mini-sessions of
specific duration with a limited number of
poses, charging a bit less than their usual
sitting fee. Mini-sessions can be welcome
time- and money-savers for some clients,
and they can allow the photographer to
serve more clients in a day, increasing the
opportunity to sell future sessions and
building word-of-mouth referrals.
Mini-sessions can open a new client demo-
graphic for your business. They give me an
opportunity to photograph children in my
neighborhood whose parents wouldnt other-
wise have come to me because of my usual
prices, says Cynthia Higgons, M.Photog., of
Inspirations Photography in Caledonia, Mich. It
increases her client base and potential referrals.
Sharon Reiley of Reiley Photography in
North Attleboro, Mass., says mini-sessions
fit well with her business model. Without a
studio, I photograph families on location
only, so it was difficult to schedule the number
of sessions I needed per day. Traveling from
one location to the next seemed like a waste
of valuable time, and I came up with a way
for my clients to come to me. With mini-
sessions, I can book more appointments, travel
less, and charge a lower session fee, she says.
So is the mini-session right for you, your
business and your clients? Lets see:
DO YOU HAVE THE RIGHT TARGET
MARKET? Talk with other photographers
to see what works for them, and chat with your
own clients about how mini-sessions would
suit them. The more information gathering you
do on the who, the more likely your success.
Cassandra Sullivan, CPP, of Cassandras
Photography in Sagamore Beach, Mass.,
says her 15-minute Speed Sessions are
perfect for high school seniors, especially the
boys. I get calls from high school seniors
parents who want nice portraits for the
yearbook, but the senior is uninterested in a
full session, or doesnt like having his picture
taken, or doesnt need a lot of images, she
explains. Sullivans mini-sessions are an
affordable, quick solution.
For Reiley, families have proven to be a
profitable market for group mini-sessions.
She promotes Reileys Picture Outings, a
two to three-hour location field trip for five
or so family groups at a time. Although each
family is photographed individually, every-
one moves from site to site. The goal is to
make the session a social event, she says.
Some of the outings include activities like
apple picking. Its a wonderful way for families
to meet people with similar interests.
HOW WILL YOU STRUCTURE
SALES? How much time will you devote to
each portrait session? Let clients know in
advance exactly how much time they have
and stick to itand what you plan to accom-
plish in that time. Manage their expectations.
Higgons collects a session fee on the day
of the shoot, then posts an online gallery of the
images. I dont require these clients to pur-
chase products up front. Once theyve viewed
their images, clients can choose one or more
of my three mini-session packages, she says.
WHAT PRODUCTS WILL YOU
OFFER? To ensure her senior mini-
sessions are easy and profitable, Sullivan
posts eight-image galleries and allows the
client to choose one image for the yearbook
plus a package of one 8x10 and eight wallet-
size prints. Clients can order additional
poses at la carte prices, she says. The goal
is to keep the whole process simple and
straightforward, so refrain from offering too
many options or substitutions.
WHEN AND WHERE SHOULD
YOU HOLD SESSIONS? Pick an
appropriate time of year for location
shoots. The location should give you some
leeway for diversity in the images, and it
must be convenient for you and your
clientstheyre not going to drive for an
hour for a 15-minute shoot. Of course, with
in-studio sessions, you have control over
the environment.
Sullivan conducts daytime mini-sessions
at a nearby park, and schedules them back-
to-back to make efficient use of her time.
With just an hour at the park, I can do four
sessions, she says. Its only about a five-
minute drive for me, so its worth it to do
even one session a day without taking a
chunk of time out of my day.
Higgons hosts mini-sessions in her own
backyard, just down the street from her
studio, in June or July, to generate income
before her busy season starts. Reiley also
uses minis to generate business and create
excitement during traditionally slow times
as well; Mothers Day and Fathers Day are
opportune as well.
Mini-sessions can entice clients by
offering them something they cant get at
any other time. Make the sessions so special
that clients jump aboard as soon as they
come around. Tailor your mini-sessions to
the needs of your clients and youre likely to
get a positive turnout. I
Loomis is the coordinator for PPAs Member
Value & Recruitment department.
PROFIT CENTER
Thinking small
Should you add mini-sessions to your menu?
BY RHI ANNON LOOMI S
48 www.ppmag.com
COLLAGES.NET: : HELPING PHOTOGRAPHERS PROFIT COLLAGES.NET:
Put the Collages.net Product Consultants on your side.
Our Team is Your Team!
Collages.nets experienced Product Consultants talk to hundreds of photographers on any given day, answering questions
and offering expert advice to save you time and money. They know whats hot and whats not. They know whats selling and
whats not. Put their know-how to work for your studio, like Deevo Tindall of Fusion Photography in Charlotte, NC:
We shopped around for a complete workow solution to match our consistently growing client base,
but were never completely satised with the level of service and commitment to quality that we felt
was representative of our studio. Collages.net impressed us from the beginning, and now we use
them for everything. I can say without hesitation that Collages.net has signicantly enhanced the way
we do business, and enabled us to focus on the things that help us grow.
Call to speak with our experienced Product Consultants: (877) 638-7468 or email customerservice@collages.net.
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2011 Collages.net Inc. Photos Robert & Kathleen Photographers All rights reserved.
Meagan
Sheina
Christy
Rachel
Chris
Chantal
Christine
Kevin
EDUCATION
IN EXCELLENCE
Enter the International Photographic Competition by April 27.
Your clients probably dont know what makes an award-
winning photograph. But you can bet they recognize
quality when they see it. Competition will help you refine
that quality in every photograph you produce.
Enter by April 27, 2011,
FOR AN EDUCATION IN EXCELLENCE.
Rules, entry details, resources and more:
www.PPA.com/competitions/international.php
IMAGE GINNY RUSSELL 2010 PPA LOAN COLLECTION
YOUR SUCCESS IS OUR BUSINESS
//
WWW.PPA.COM
March 2011 Professional Photographer 51
Professional Photographer P R E S E N T S Products, Technology and Services
What I like
Teri Fode goes for gear that gets
the job done any time of day
Whats the best equipment investment
youve ever made? Good glass, no question.
I use prime lenses 90 percent of the time.
My favorite is the Canon 85mm f/1.2.
What hot new product are you going out
of your way to use? The newest HD Flip
Video camcorder. We integrate video
from our senior sessions into Animoto
shows that are hot with the seniors.
Has a piece of equipment ever changed
the way you approach photography?
Larson reflectors. They allow me to shoot
any time of day and still manipulate light
sources outside the studio setting.
If you could invent a new piece of photo
gear, what would it be? The perfect com-
pact photography bag that has not only
enough room for camera equipment, but
also all the extras needed on location. It
would need closures so things dont fall out.
If you were stranded on a desert island
and could have only two pieces of photo-
graphic gear, what would they be? My
Canon EOS 5D Mark II camera mounted
with my 85mm f/1.2 and my 36x36-inch
Larson reflector. Can I bring my hubby,
too, please?
IMAGE BY TERI FODE
TERIFODEPHOTOGRAPHY.COM
THE GOODS: PRO REVIEW
In the fall of 2008, Nikon released the very
first DSLR capable of shooting high-defini-
tion video, the D90. It had the potential to
revolutionize professional photography, but
there was one problem: Another camera was
in the works at another little Japanese com-
pany, Canon. That was the EOS 5D Mark II.
About that time, the award-winning
photojournalist Vincent Laforet happened
to get access to the pre-production Canon
model, and he spent $5,000 of his own
money to make a short film called Reverie.
From that moment on, Canon became the
hands-down winner of the video DSLR
competition, a full six months before the
camera hit the market. Today, the 5D Mark
II is synonymous with video DSLR film-
making, as numerous namesake video
forums attest (e.g., Planet5D.com,
cinema5D.com, and 5DFilmmaking.com).
The Nikon D90 had the backing of another
well-known, heavily followed photographer,
Chase Jarvis, so why didnt it become the
defacto leader? The answer seems to be
twofold. First, the D90s video compression
scheme, Motion JPEG, was inferior to the
5Ds scheme, Apple h.264. Second, and
perhaps a bigger deal, the D90 shot video
resolution of 1,280x720p, as opposed to the
5Ds full-size HD of 1,920x1,080p.
Since the release of the 5D Mark II,
Canon has released four more amazing
video-capable DSLRsthe 1D Mark IV, the
7D, the 550D/T2i and now the 60D. People
have wondered what Nikon would do in
responsenow we know: the Nikon D7000,
a mid-level pro-sumer camera that shoots
1080p resolution with the h.264 codec. Is it
a sufficient challenger of the Canon line of
video DSLRs? Lets see.
CONTROLS. For the most part, the
D7000 controls are all in convenient, and
likely familiar locations. From a filmmaking
perspective, however, Im somewhat disap-
pointed that it takes two hands to change
the ISO. You have to hold the ISO button on
the left side of the back, as you turn the dial
on the right side of the camera.
Its an annoyance that I could live with.
The real deal killer for anyone looking to get
into DSLR filmmaking for event coverage is
that you cant change the aperture in Live View
mode, unless youre using a lens with a manual
aperture ring. Thats the mode required for
shooting video; ergo, you cant change the
aperture on the fly while recording. In shoot-
ing events, there are too many instances
when youre quickly moving from one
lighting environment to another, which
requires stopping up or down on the run.
With my Canon DSLR, I can quickly adjust
the aperture and continue recording the action.
Worst case scenario, Id catch a second or
two of video thats over or underexposed
Great design made Canon king of DSLR video.
Can Nikons first 1080p-capable camera compete?
BY RON DAWSON
The video side
NIKON D7000
52 www.ppmag.com
The areas circled in red display the moire effect.
This was shot at 35mm at f/13 for 1/50 second,
ISO 100, 24 fps.
All images Ron Dawson
Niki Rossi (Niki Rossi Photography) and Tracey Buyce (Tracey Buyce Photography), Collages.net customers since 2008
Theyre friends. They work in upstate New York. They both trust their studios growth to the
Collages.net Automated Fulllment solution. They now have more time to walk their dogs.
Print sales have never been so easy: Upload your images, collect orders, and our professional lab does the rest.
We fulll and ship orders (to you or directly to your clients), process credit cards, and then send you money every
Friday. Its that simple. Clients receive orders in less than a week and there is NO EXTRA COST for this level of service.
We even offer event insurance for an extra backup of your images.
Call us today and well tell you how Collages.net is helping photographers like Tracey and Niki make more money and
have more time for what they love. Contact us at (877) 638-7468 or customerservice@collages.net
What Do These Successful
Photographers Have In Common?
2011 Collages.net Inc. Photo Seth Guistimbelli Photography. All rights reserved.
Albums | Books | Professional Printing | Cards | Sell Images Online | Gallery Wraps
For pricing and information on Collages.nets complete product line, visit www.collages.net/products
while I made the adjustment; the audio
would continue recording, and the action
would still be going. With the D7000, Id
have to stop recording, change aperture,
hope the setting was right for the new light,
and start recording again. If the adjustment
was off, Id have to stop again to readjust. By
then, any moments Id hoped to capture would
be long gone. Yes, you can change shutter
speed and ISO while recording, but that can
dramatically change the look and/or quality
of the footage (such as introducing unwanted
motion blur or noise from the high ISO).
Now, if most of the video you plan to
capture with this camera will be in con-
trolled lighting (short films, commercial
work, etc.), these problems wont be such a big
deal. And, if youre already a Nikon shooter
starting out in DSLR filmmaking, they arent
so bad as to require a switch to Canon.
VIDEO QUALITY. The actual video
quality of the Nikon D7000 is beautiful, yet
there are some problems serious filmmakers
should note.
First, the D7000 has both a high-quality
video recording setting, about 22 mbits per
second on average, and a normal quality set-
ting, about 12 mbits per second. Both com-
pression rates are significantly lower than
those of the Canon DSLRs, which average
35 to about 48 mbits per secondyes, the
higher the rate, the better the video quality.
In practice though, if most of the footage is
slated for the Web, it wont make much dif-
ference. And frankly, even for work released
on regular DVDs, there will be little dis-
cernible difference to the average eye; the
quality of HDV camcorders, staple of most
event videographers, is only about 25 mbits
per second.) It does make the D7000 unsuit-
able for any kind of broadcast work, and its
definitely less than ideal for big-screen display.
A benefit of the lower compression value
is that each clip can be as long as 20 minutes,
whereas on the Canon DSLRs, individual
clips top out at about 12 minutes. Thats 75
percent more recording time with the D7000,
which can be vital in shooting events. (Due
to the format of the media cards, the size the
individual files cannot exceed 4GB).
FRAME RATE. As mentioned, the full-
size, 1,920x1,080 HD resolution of the D7000
is a huge advantage over the D90. The
tradeoff is that that resolution is available
only at 24-frames-per-second (fps) video
capture. If you need HD at 30 or 25 fps, the
only HD flavor available is 1,280x720. Also
important, the camera doesnt offer high
frame rates like 50 or 60 fps, which allow
you to create true slow motion by over-
cranking (shooting at a frame rate faster
than the rate of the final edited project). If
your final video will be at 30 fps, any footage
shot at 60 fps and converted to 30 will be at
50-percent slow-motion speed. You can
artificially create slow motion in just about
all non-linear editing systems simply by
reducing the speed percentage, but it can
cause your footage to look a bit muddy, even
cause motion blur because the computer
must interpolate the extra frames needed to
render the slow motion. When you over-
crank, you record the actual extra frames
needed, resulting in a smooth, pristine,
slow-motion video clip.
LOW LIGHT CAPABILITY. The
D7000 captures video quite well up to ISO
3200. I shot a series of short clips in a dark
restaurant at the following ISO settings:
400, 800, 1600, 3200 and 6400 with an
85mm at f/1.4 at 1/50-second. Noise wasnt
really noticeable up to ISO 800, but it
wasnt all that bad. Even at ISO 3200, I felt
the noise was acceptable. In fact, the noise
isnt unacceptable until ISO 6400. I was
very impressed.
THE USUAL SUSPECTS. The Nikon
D7000s footage does have some of the
visual downsides common to video footage
THE GOODS: PRO REVIEW
54 www.ppmag.com
A New Orleans sunrise. Video shot with a 35mm lens at f/8 for 1/50 second, ISO 100, 24 fps.
COLLAGES.NET: : HELPING PHOTOGRAPHERS PROFIT COLLAGES.NET:
2011 Collages.net Inc. Photos Forever Photography, Kristen Weaver Photography, More Than An Image Photography,
Nick Corona Photography and Robert & Kathleen Photographers. All rights reserved.
BOOKS
Coffee table books with
matching aspect ratios to all
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Digital press cards in various sizes
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templates in collagesColor + ROES
ALBUMS
Fine Italian leather or photographic
covers in all sizes, plus sign-in, parent,
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Kodak Endura and metallic prints
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captured by any such DSLR. The rolling
shutter causes the Jello effectwhen you
do quick pans, the footage can look wobbly.
From what Ive read, the D7000 does better
than the D90. The rolling shutter will also
cause weird effects when flashes go offonly
part of the object will appear to be lit by the
flash. Too many such effects in one video
clip can be bothersome. Moire distortion is
also a problem. If you plan to use a video
DSLR to record interviews with people, be
sure to tell them not to wear clothing with
fine patterns.
FINAL WORD: With DSLR
filmmaking, the Nikon D7000 has nothing
to recommend it over any Canon video
DSLR, or even the pending Panasonic
GH2. But, if youre a Nikon shooter
looking to break into DSLR filmmaking
and can take advantage of all the Nikon
glass you already own, the addition of
1080p at 24 fps and the switch to h.264
make D7000 a worthwhile addition to
your lineup, or upgrade from the D90. I
Go to vimeo.com/18540757 to see Ron Dawsons
video from New Orleans taken with a Nikon
D7000, Nikons first 1080p-capable camera.
56 www.ppmag.com
THE GOODS: PRO REVIEW
Each frame is a video screen shot taken from Nikon D7000 footage
through an 85mm lens at f/1.4 for 1/50 second, 24 fps.
The ISO settings are noted on the frame.
ISO 400 ISO 800
ISO 1600 ISO 3200
ISO 6400
Designing albums and books doesnt have to take days!
With Collages.nets free design software, you can create custom albums and books
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Drag-and-drop design capability Themed design templates
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Full range of book and album choices PDF preview for client review
MAC and PC compatible
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For more information: (877) 638-7468 or customerservice@collages.net
2011 Collages.net Inc. Photos Kim Irons Photography. All rights reserved.
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COLLAGES.NET:: HELPING PHOTOGRAPHERS PROFIT COLLAGES.NET:
THE GOODS: PRODUCT ROUNDUP
Video production is becoming mainstream for
photographers, not only for weddings and
events, but other genres as well. Video produc-
tion requires the use of software to import video,
audio and perhaps still photo files, edit each
file, and output the results to the desired media.
Video editing software ranges in price
from less than $50 to more than $2,500.
Most such software comes with a learning
curve, so its wise to choose a program that
will meet your needs for a while. You might
find your solution among some of the most
popular programs described here.
Most of these programs have similar
feature sets, but their interfaces, ease of use
and learning curves vary widely. Most
extend a trial use period, and its a good idea
to test-drive those that interest you before
making a purchase.
ADOBE
Like Adobe photo editing software, Adobe
video editing software, Premiere, is available
in versions for both amateurs and pros and
Windows and Mac OS users. Also like the
Photoshop family, the Premiere programs
have advanced features that youll find you
need as your skills advance.
Premiere Elements 9 has many of the fea-
tures of the more sophisticated Premiere CS5.
The features Elements lacksdirect support
for high-end video cameras, professional video
formats, and extensive editing and output
optionsarent likely to be missed by many of
the still photographers who work with video.
Both versions accept plug-ins, including
Digital Anarchy Beauty Box, which is
unique in its ability to correct and retouch
faces and figures in video. New to Elements
9 is support for importing video and stills
(including raw files) from popular digital
SLR cameras, as well as video from popular
camcorders and even Flip video cameras
and cell phones. Elements 9 is still a 32-bit
program versus Premiere CS5s 64-bits, but
if you need to move from one to the other,
the programs similarities will make the
transition relatively painless. MSRP: Adobe
Premiere Pro CS5, $799; Adobe Premiere
Elements 9, $99.99. adobe.com.
APPLE
Apple hardware is now geared to video
editing, and Apple provides video-editing
software as well. Theres iMovie for home
casual users, but enthusiasts will prefer
Apple Final Cut Express 4, and professional
videographers will prefer Final Cut Studio.
Express 4 has the most visually appealing
interface of the applications featured here,
and theres no lack of handsome features
behind the pretty face. It doesnt directly
support digital SLRs, but it can import the
still and video files you create with them.
The app has more than 200 filters, effects
and transitions, including over 50 new
Good editing in video is as important as good
composition in photography. Take a look at this
selection of software to help you get the job done.
BY STAN SHOLI K
Master the movies
VIDEO EDITING SOFTWARE
58 www.ppmag.com
Adobe Premiere Elements 9 supports the direct
import of still and video files from digital SLRs
as well as video camcorders.
Jaw-dropping-ly hot.
Brides are raving about our new Croc and Metal albums. Its the most unique cover I have ever seen!
said another happy bride. Well give you 30% off your rst Croc and Metal albums. Call us today, put one of
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2011 Collages.net Inc. Photo More Than An Image Photography. All rights reserved.
Albums | Books | Professional Printing | Cards | Sell Images Online | Gallery Wraps
For pricing and information on Collages.nets complete product line, visit www.collages.net/products
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Studio
Samples
FxPlug effects and filters from Final Cut
Studio. Express 4 also has over 500MB of
animated content. Text for titling and audio
support is very strong in both Final Cut
programs, but Express 4 output is limited to
QuickTime-supported formats. User support
is excellent, with many video tutorials to
ease the transition to Final Cut.
Final Cut Studio maximizes all of Express 4s
features, and adds support for import from
professional equipment and output to iTunes
and YouTube and professional formats. The
Final Cut Studio suite of programs includes
Final Cut Pro 7, Soundtrack Pro, Color,
Motion, Cinema Tools, Compressor, Apple
Qmaster and DVD Studio Pro. Dedicated
Mac users will love the look and feel of both
programs, but you need Mac OS 10.5.6 and
fast Mac hardware to run them efficiently.
MSRP: Apple Final Cut Studio, $999;
Apple Final Cut Express 4, $199. apple.com
AVID
The Avid company, too, has video editing
software for both the enthusiast and the
professional. For enthusiasts, its the Pinnacle
family, crowned by Pinnacle Studio Ultimate
Collection 14. The collection includes a
complete set of dynamic plug-ins and a
Chroma key greenscreen editor for advanced
effects, editing, and production, as well as
the feature-rich Studio Ultimate software.
Version 14 has a new, simpler interface,
and features enabled by new tools from
Avids professional line of film-editing
products, such as Avid image stabilization
technology from the film industry and
Dolby Digital 5.1 sound. Sharing options
range from Blu-ray and AVCHD to
YouTube, iPod, Nintendo Wii, and more.
With all its features, Pinnacle Studios
learning curve is greater than many others.
The Ultimate Collections Red Giant filters
will be familiar to photographers: ToonIt,
Knoll Light Factory Effects, and Magic
Bullet, Trapcode, 3D Stroke and Particular.
Like Premiere Pro, Media Composer is
available for both Mac and PC, so its safe to
use in any computing environment. Media
Composer is used in cutting films, TV shows,
short-format videos, and, as with Premiere
Pro, has far more capability than most
photographers will ever need. MSRP: Avid
Media Composer 9, $2,295+; Avid Pinnacle
Studio Ultimate 14, $129.99. avid.com
COREL
Corels newly announced VideoStudio Pro
X4 adds better optimization for the newest
hardware, plus new stop motion animation
and time-lapse tools. The application com-
bines video editing, media authoring, real-
time effects and DVD and Blu-ray burning.
The software is optimized for the new second
generation Intel Core and AMD Fusion proces-
sors, which deliver both CPU and GPU capa-
bilities in a single processor, providing speed
and responsiveness in data-heavy workloads.
The Launcher gets you started with
express or more advanced video editing. The
DV-to-DVD wizard for DVD Movie Factory
2010 for DVD and Blu-ray Disc handles
authoring and burning. VideoStudio Pro X4
includes templates from RevoStock for
instantly turning video clips into polished
THE GOODS: PRODUCT ROUNDUP
60 www.ppmag.com
Apple Final Cut Express 4, for Macintosh computers only, includes many features from its big brother,
Final Cut Studio, but its output is limited to QuickTime-supported formats.
Joe McNally and PocketWizard
Location shooters depend on PocketWizard radios. After spending more
than 30 years behind the lens working for National Geographic, Time,
Life and Sports Illustrated Joe is the master. Armed with speedlights,
brackets, and cameras triggered by PocketWizard MultiMAX radios, Joe
captures the excitement of racing to a re as only he can.
54 House Image Joe McNally. Wireless Triggering by PocketWizard
PocketWizard. The Leader
in Wireless Photography
Behind-the-scenes
interview at
PocketWizard.com
PocketWizard.com 914 347 3300
Distributed by MAC Group
Plus II the most widely
used, award winning radio
slave
MultiMAX 32 channels
and 4 zones, camera and
flash triggering and more
MiniTT1 & FlexTT5
for Canon and Nikon
miniature, advanced
electronics, upgradable,
with Auto TTL
AC3 ZoneController
for Mini and Flex control
three zones of light from
the camera
Now
shipping
for
NIKON
movies with Hollywood-style titles, transitions,
pans and zooms, credits and more.
With its complete set of features, the
program seems designed for users familiar
with video editing, but the user interface is
clean and uncluttered, so its a good choice
for photographers new to video. MSRP:
Corel VideoStudio Pro X4, $99.99.
corel.com
CYBERLINK
Cyberlink PowerDirector 9 Ultra64 may not
have the name recognition of the competing
software, but reviewers have rated it top of
its class for novice and intermediate users.
The new Ultra64 version is completely
rewritten in 64-bit code to take advantage of
the speed and productivity gains of 64-bit
operating systems with lots of RAM. For users
who have yet to upgrade to a 64-bit OS,
Cyberlink offers PowerDirector 9 Deluxe.
PowerDirector 9 includes new 3D-style
Magic Movie templates, a particle effects
designer to produce custom special effects for
titles, animated picture-in-picture effects and
menus, and a built-in thematic music library.
The PowerDirector site, directorzone.com, pro-
vides hundreds of free downloads for titles,
particle effects, frames, DVD menus and more.
The program supports the import of video
footage or still images from many DSLR
cameras, even still photos in raw format.
After importing a file, all of the editing
features are available, including the ability
to make slideshows that include 3D and
motion effects. A choice of eight animation
styles helps you customize your photo
slideshows. Advanced features let you switch
themes and manually arrange the sequence
and framing of each photo. When its time
to add music, intelligent beat detection
technology synchronizes your photos to the
music. MSRP: Cyberlink PowerDirector 9
Ultra64, $99.95. cyberlink.com
PHOTODEX
Photodex ProShow software products are
familiar to many photographers, making
ProShow Producer 4.5 an ideal transition
program. Photodex bills Producer as slide-
show software, yet its just as adept at handling
video and audio as it is still images. What
differentiates it from full video editing pro-
grams is the range of video file formats it
supports on import, and the inability to
directly download files from video cameras.
ProShow uses installed codecs in your
62 www.ppmag.com
Corel VideoStudio Pro X4 for Windows computers includes templates for instantly turning video clips
into polished movies.
Cyberlink PowerDirector 9 Ultra64 for Windows
is optimized for the latest computer hardware
and supports the direct import of still images and
video from digital SLRs.
THE GOODS: PRODUCT ROUNDUP
computer for video support, so you can use
only those formats that your computer sup-
ports directly or with plug-ins. The program
supports a range of output formats, includ-
ing DVD, Blu-ray, Flash, PX, YouTube,
Facebook, Vimeo and many more.
The new wizard in v 4.5 allows you to
create seamless shows instantly, with the
option to edit down to a millisecond. V 4.5
includes hundreds of new built-in transition
effects like Page Curl, Curved Path and
Camera Flash along with the ability for
photographers to create custom transitions.
ProShow 4.5 comes with over 100 new,
built-in slide styles as well, for creating instant
special effects. The lineup of new styles includes
themed effects for weddings, portraits and
events, along with popular staples like the
Backdrop Zoom and Pan styles, new Caption
styles and more. MSRP: Photodex ProShow
Producer 4.5, $249.95. photodex.com
64 www.ppmag.com
THE GOODS: PRODUCT ROUNDUP
VIDEO EDITING SOFTWARE
Adobe Adobe Apple Avid Pinnacle Cyberlink Photodex
Premiere Pro Premiere Final Cut Apple Final Avid Media Studio Corel Video PowerDirector 9 ProShow
CS5 Elements 9 Studio Cut Express 4 Composer 9 Ultimate 14 Studio X4 Ultra64 Producer 4.5
Timeline
Storyboard
Import SD video
Import HD video
Import Native Canon/Nikon Video
Effects/filters
Transitions
Green screen editing
Adjust video (brightness, hue, etc.)
Slow/fast motion effects
Add text, titles, scrolling credits
Import still photos
Import RAW format still photos
Import/edit audio
Number of video/audio tracks Unlimited 99/99 99/99 99/99 unlimited 2/2 6/3 100/100 unlimited
Mix photos and video
Adjust onscreen timing
Crop, resize, rotate images
Adjust still images (brightness, hue, etc.)
Upload to YouTube
Export WMV HD format
Export Video CS (VCD) format
Export Super Video CD (SVCD) format
DVD menu templates
Custom menus
Create Blu-ray disc
Create DVD (single/double layer)
Create VCD
Create SVCD
Trial Period
Mac
Windows XP/Vista/7
MSRP $799 $100 $999 $199 $2,295+ $129.99 $99.99 $99.95 $249.95
KEY
= Does not feature/support
= Features/supports
www.dennymfg.com
1.800.844.5616
BackdropsPropsLightingRollUpFloorsPhotoAccessories
PhotographedonGenuineFREEDOMCLOTHbyNancyPoolePhotography.
Are you looking for fresh, new album
templates, layouts and backgrounds?
If you are, look no further than the new
free, yes free, templates and designs
from onOne Software.
Were working with professional
photographers like Bliss Studio to
bring you fully layered PSD album
templates in a variety of styles that
you can download for free to use
and customize however youd like.
Whether youre shooting weddings,
seniors or kids, weve got a template
for you with more being added
every month.
To see all of the currently available
album templates, layouts and
backgrounds that you can
download free of charge, visit
www.ononesoftware.com/free
DOWNLOAD YOUR FREE
TEMPLATES TODAY AT
onOneSoftware.com/free
Never buy an
album template
again. Ever.


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2011 onOne Software, Inc. All rights reserved. onOne Software
is a registered trademark of onOne Software, Inc. The onOne
Software logo is a trademark of onOne Software.
GOODS
Make your seniors feel extra special
Teenage dreams
OFFERED BY: MOO.COM
Moos MOSAIC FRAME is cleverly designed to work
with 20 Moo MiniCards. Each card slots neatly into a mini
frame that you can position in a near infinite variety of
ways. A perfect client gift or mini-portfolio for your studio
walls. PRICE: $39.99; pack of 100 MiniCards costs an
additional $19.99. moo.com
Robyn Pollman, Senior photography by Myra Klarman Photography
OFFERED BY: JAMIE SCHULTZ DESIGNS
Jamie Schultz Designs has created 3x3-inch books and design templates in the SOHO MINI BOOK
COLLECTION. They come in a variety of accordion and pano-book styles sized to be printed by
Millers Imaging or White House Custom Colour. The package includes six design templates for you to
customize in Adobe Photoshop or Elements. PRICE: $45.
DIE-CUT CARDS make for irresistible graduation
announcements. The die-cut card kit comes with eight front
and back card templates for you to customize in Photoshop
or Elements for press printing by your lab on your choice of
stock. PRICE: $65. Seniors will love carrying their prints
in a custom WALLET BOX. Each box design comes in
50- and 100-card capacities. The design set comes with
four layered .psd files, plus links to font styles and easy-to-
use color fill layers. Sized to print through MpixPro. PRICE: $35. REP CARDS are a fresh take on senior
rep and 411 cards. The design set includes templates for double-sided cards with editable fonts and
colors to use in Photoshop or Elements. Printed through Millers Professional Imaging or
MpixPro. PRICE: $40. We all know how much high school seniors love their
phones and mp3 players. Why not use those very tools to market your photography
business with SKINS? I started offering custom skins last season and I cant begin to
describe the great buzz it created. Easily the hottest product at our studio. The variety of
design choices all coordinate with the SoHo Collection. Skins fit a variety of phone backs, including
iPhone, Droid, Blackberry, most of the phones listed in the custom skin category on gelaskins.com, as well
as a variety of mp3 players. Templates also provided for Get Uncommon, an online resource for custom
plastic iPhone cases. Skins are designed to print through an online resource such as gelaskins.com.
PRICE: $25. jamieschultzdesigns.com
PRODUCT ROUNDUP BY ROBYN L. POLLMAN
68 www.ppmag.com
Senior photography is changing faster than
technology can keep up. Make certain your studio
stays on the cutting edge with this list of cool
products, some making their debut in this pages.
OFFERED BY: DESIGN AGLOW
The latest accessory seniors are clamoring forSECRET CRUSH SENIOR
GRADUATION CARDS are
personalized senior graduation
announcements, and the
design kit comes with six
distinctive two-sided tem-
plates (White House Colours
templates for 5x7 cards) in
.psd format for easy
customization. PRICE: $55.
INSPIRE ME CARDS: A MODERN POSING GUIDE FOR SENIORS
is an inspired and deliciously diverse set of 60 phenomenal poses to showcase
teens with plenty of fun and thoughtfulness. Simply print out these high-quality
cards and bind with a clip for an easy, take-along guide in your camera bag. Theres
a folder of images to load into your iPhone or other portable viewers. Each card
has a theme to use as-is or to inspire a series of your own, and stunning back-
grounds that make each card a tiny work of art. PRICE: $75. designaglow.com
70 www.ppmag.com
Secret Crush
Photography by Myra
Klarman Photography
OFFERED BY: PIXEL2CANVAS
These WALLRIDERS SKATEBOARD DECKS hang as artan innovation that takes
the bold color and graphics of the urban landscape and transitions them into modern
photographic art pieces. Pixel2Canvas has a team of sk8 stylists to help you create unique
designs. Wallriders are available as single units or can be grouped up to 10 boards wide
using the unique hanging system. Print senior portraits on CHROMALUX panels, solid
white laminate with a bright gloss finish that radiates cool and new. Through the dye
transfer process, the image actually becomes part of the laminate, so it will never peel or
loosen from the mount. Thinner Chromalux panels are also available with integrated easel
stands for gift prints and client appreciation pieces. PRINTS ON METAL feature four
finishes and colors to choose from: sheer, white, gloss or matte. For the more traditional
senior portrait, go for the white metal with a matte finish. Prefer glamour and cutting
edge? Go with the sheer
metal with a gloss finish.
Either way, your image
will make a statement
that your senior will show
off proudly. Pixel2Canvas
offers innovative and
simple mounting options.
Look for new mounting
options soon!
pixel2canvas.com
Robyn Pollman, Senior photography by Jesse Baldwin of SpeckledBird Photography
OFFERED BY: MILLERS PROFESSIONAL IMAGING
These 4X8 ACCORDION BOOKS
come with custom satin or metallic covers.
They are simple to design yet offer a unique
presentation to showcase your photography.
The 4x8-inch books feature seven panels
you can design with pano-spreads or
individual images. Books feature a
concealed magnet for soft closure. An
additional image on the inside-flap and frosted slipcovers are available
for an additional charge. Stock choices include smooth, linen, or pearl
press paper. PRICE: STARTING AT $27. A lot like business cards,
only skinnier, REP CARDS are a perfect fit for senior ambassador
programs. Cards are 1.375x3.5 inches and feature rounded corners. Mix
it up and add 100 images to the card fronts (and one image for the
card backs). The first set of 25 cards is packaged with a free silver tin.
PRICE: $15.00 per pack of 25. Millerslab.com
72 www.ppmag.com
Robyn Pollman, Senior photography by
Myra Klarman Photography

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OFFERED BY: WHCC
Get a new, modern approach with IMAGE FOLIOS that are
perfect for display. Image folios begin with the option of a custom
photographic cover and are complete with two image panels
mounted on the inside left and right. Folios are completely
customizable. Choose from fabric, leather, or suede cover options
or design a custom image cover. Available in lustre or metallic paper
with matte laminate in 4x5, 5x7, 8x8, and 8x10 sizes. PRICE:
STARTING AT $39. whcc.com
OFFERED BY: PRODPI
Wow your seniors with PRESS 2-SIDED WALLETS, featuring rounded corners.
You can put a second image on the back, or add your studio logo and contact
information for rep cards. Wallets are available in any press paper type, and UV
coating can be added. PRICE: $18 per pack of 50. prodpi.com
Robyn Pollman, senior photography by Myra Klarman Photography
THE GOODS: WEBSITES
When it comes to finding the things online,
Google is the gold standard of search. Savvy
photographers know that applying search
engine optimization (SEO) to their websites
can draw prospects from search engines
looking for exactly what they provide. SEO
gets a bad rap as a complicated, time-
consuming task, but not doing it with your
websitea critical marketing toolis like
expecting to win an auto race on flat tires.
At PhotoShelter, we educate photog-
raphers about integrating SEO with their
workflow. With good information and the
right tools, its not nearly as difficult as it
seems at first, and it can reap significant
rewards for any business.
To illustrate that point, we invited two
Professional Photographer readers to take part
in an SEO makeover: Michelle Frankfurter, a
documentary and wedding photographer based
in Takoma Park, Md.; and David Keyes, a por-
trait photographer in Minneapolis, Minn. Last
November, we reviewed the photographers
goals as well as their websites, and gave each
a series of tactical SEO recommendations.
You can use the same process and recom-
mendations as a model for your own SEO. The
With good information and the right tools,
SEO isnt nearly as difficult as it may seem.
BY GROVER SANSCHAGRI N
SEO makeovers
LOOKING GOOD FOR GOOGLE
74 www.ppmag.com
Michelle Frankfurter's homepage lacked visual
appeal and wasn't utilizing strategic keywords
(left). It now features keyworded galleries with
targeted titles and captions, as well as links
to more optimized content (right).
Before After
brace
removal:
$
5
RetouchUp.com lets you focus on photography. Set your prole and send bulk orders fast
with 24-hour results. No contracts or minimums. Complete retouch: $2.50. Your time: FREE.
2010 Retouchup.com. Vi si t www.retouchup.com or cal l : 888.700.3686
p i c t u r e p e r f e c t w o r k f l o w
FREE TEST DRIVE
10 complete retouches
visit us today!
races are temporary, but this grin will last a lifetime. Happy customers come back and bring
friends. So help her smile like she means it, with $5 Braces Removal from RetouchUp.com.
9
PhotoShelter 2010 SEO Cookbook, a free
download, is a great place to start. Find it at
photoshelter.com under the Free Reports link.
STEP 1: DETERMINE
KEYWORD TARGETS
After discussing Frankfurters and Keyes
goals, we made a thorough list of keywords
that their prospects are likely to use in
Google searches to find the services they
offer. Then we used the Google AdWords
Keyword tool to determine monthly search
volume for each of the keywords. Running
keyword terms associated with your photo
niche can get some surprising results that
will help you focus your keyword strategy
on the most-used search terms.
For Keyes, we ran senior portrait
photographer as a potential keyword
target. Surprisingly, we learned that the
variation senior pictures is used more
often in searches.
For Frankfurter, we did a similar exercise
to identify terms associated with documentary
style wedding photography. In this case, we
found that photojournalism wedding
photography, is used three times more per
month (8,100 searches) than other terms.
If your business is regionally focused, its
essential to include highly specific location-
based variations of keywords, but such specific
terms will likely generate less search volume.
STEP 2: GIVE YOUR SITE
AN SEO GRADE
Before you start making changes, its a
good idea to evaluate the present state
of your website to use as a starting point
in your SEO. Then you can measure
the SEO improvement over time.
PhotoShelter has an SEO grader that
evaluates photographers websites (0 to 100
points) based on 33 on-page factors, all
within each photographers control, to come
up with a score and list of tactics for
improvement. On-page means exactly
thatthe websites textual content and
metadata is what search engines look at to
determine whether or not the site matches
the search terms. Frankfurters initial SEO
grade was 30; Keyes was negligible, as hes a
new PhotoShelter user. For each
photographer we identified opportunities to
place keyword-rich text across his or her
respective website.
It helps to have an evaluation tool, but
you can make an assessment based on
critical on-page factors:
Page titles: The clickable text thats
displayed in search results and at the top of
your browser page; the optimal length is 70
characters. Make sure your page titles include
your top keywords (not just your name) and
is unique on every page of your website.
Page description: The supporting text
displayed in search results, it can be found
in your websites metadata. Each page descrip-
tion should provide the context for the con-
tent that visitors can expect to find on your
site; the optimal length is 150 characters.
Keywords on the visible page: Keywords
should be used liberally in gallery descrip-
tions, image captions and the surrounding
content, and website footer text.
Image file names and ALT-text: So far,
Google cannot determine the subject of
photos. Using keywords in the filename and
ALT-text, which appears if the actual image
cannot be displayed, helps Google find you.
We recommended both photographers
install Google Analytics, a free tool for
monitoring site visitors behavior. Over time,
THE GOODS: WEBSITES
76 www.ppmag.com
Google AdWords, a free tool, can help you determine which search terms you should focus on for your market.
Frankfurter started to see more activity on her site as she implemented the SEO recommendations.
Gary Fong
SEARCH TERM MONTHLY VOLUME
senior pictures 60,500
senior portraits 27,1000
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we want to see increased traffic from search
engines, specifically searches containing
your targeted keywords.
STEP 3: HOW FAR IS
YOUR JOURNEY?
The goal in SEO is to have your website
appear on the first page of the search results
on any search done with your keywords. On-
page optimization alone wont get you there.
Off-page factors, notably backlinks, are
critical in search engine rankings. These are
links to your site from other domains. Each
link indicates to search engines your content
is likely to be relevant and useful. Sites with
good SEO have dozens, even thousands of
backlinks.
The quickest way to find your standing in
comparison to your competition is to simply
perform a Google search with your target
terms. You an also buy the services of SEOmoz
or MajesticSEO to monitor your SEO. We
used SEOmoz to see how Frankfurter and
Keyes fared relative to their competition.
Frankfurters business is just outside
Washington, D.C., but the top-ranking result
of a search on D.C. wedding photographer
has more than 2,000 incoming links. Given
the competition, it makes sense for her to
focus on more specific local terms that will
land her on the first page of results.
For Keyes, reaching the No. 1 position for
Minneapolis portrait photographer might take
some workthe top placeholder has close to
300 incoming links. We recommended he tar-
get St. Paul portrait photographer instead.
Rankings are a combination of on- and off-
page factors; do a little research to be sure
youre focusing on the most effective terms.
STEP 4: IMPLEMENT
With a set of concrete suggestions, it was
time for both photographers to get to work.
PhotoShelters SEO tools, which automati-
cally populate specific fields, decreased the
manual workload, allowing Frankfurter to
quickly create several galleries loaded with
wedding-specific keywords. This gave her
site recognizable and relevant content for
search engines.
We also made off-page recommenda-
tions. Blogging often with keyword strate-
gies in mind, and linking to images on their
websites from each post, helped draw Googles
attention to regularly refreshed content. We
also brainstormed link bait topics to help
attract backlinks from other sites.
THE RESULTS
A marathon rather than a sprint, SEO takes
time and endurance. Experts agree that
seeing results takes three to six months. By
late December, Frankfurter had made steady
progress implementing her new SEO
strategy. Im applying [the recommend-
78 www.ppmag.com
David Keye's flash-based site was wasting valuable
SEO opportunities. Now his html-based site features
a slideshow of his work, keyworded galleries, and
a link to client reviews on Facebook.
THE GOODS: WEBSITES
Before
After
info@elinchrom.us www.elinchrom.us
"In my studio we do everything with
Elinchroms BXRi compacts. In fact, all my
strobes are Elinchrom lights - but I don't just
use them in the studio - they're with me for
location shoots and when I'm on the road
doing my live training sessions around the
country. I need light I can count on every
time, and the BXRi's are ultra consistent and
incredibly dependable, and that's really
important to me.
I especially love the BXRi's built-in Skyport
wireless control and triggering system,
because it lets me change power and lighting
ratios right from the top of my camera (no
more climbing up ladders, or pulling down
booms, or getting out of "the zone" just to
make a simple adjustment). I do all right from
my camera position, and it saves a ton of time,
frustration, and money.
Skyport has saved my butt on more than one
occasion and honestly, now that I have this
type of control I just couldn't go back just
being able to pop the lights. The BXRi's with
the built-in Skyports have changed everything,
and that's why I tell all my friends who are
photographers - you gotta go Elinchrom.
I love my BXRi's, they just
flat out rock!
Photoshop was not
used to place any elements in this image.
Learn more about cameras, photography,
Photoshop, Lightroom and many other
photography related topics at
www.scottkelby.com
ations] a little at a time, she says. I find
Im doing something almost every dayIm
starting to get obsessive about it.
Keyes had moved up to page 3 with one
of his target terms, Twin Cities children
photographer. This quick bump is most
likely due to his changing his site from
Flash-based to HTML-based, so his images,
surrounding keywords, and captions can be
discovered and indexed by Google.
Well check in with both photographers
in a few months and give you an update of
their SEO makeover. I
Grover Sanschagrin is co-founder and vice
president of PhotoShelter, a provider of
websites, sales and marketing tools for
photographers (photoshelter.com).
80 www.ppmag.com
THE GOODS: WEBSITES
PhotoShelter offers this evaluation tool to analyze
SEO and give a grade based on on-page factors.
Ofering superb optical performance
this lens is among the nest in its class.
A medium telephoto lens with
a large maximum aperture of F1.4 and
compatible with full frame SLR cameras.
The latest optical technology, such as SLD glass
elements, ensures high image quality throughout
the entire shooting range. This medium telephoto
lens is equipped with a large maximum aperture of
F1.4 and is compatible with full frame SLR cameras.
Delivering beautiful bokeh, this lens is perfect for
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NEW RELEASE
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www.sigmaphoto.com
SIGMA CORPORATION OF AMERICA 15 Fleetwood Court, Ronkonkoma, NY 11779 | Tel: (631) 585-1144 | www.sigmaphoto.com
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THE GOODS: PRO REVIEW
Im a huge fan of small speedlights. Used prop-
erly with the right light modifier, speedlights
rival most traditional studio lights. I spent
almost two years testing virtually every small
hot shoe flash modifier on the market for my
second book, Light Modifiers: A Digital Guide
to Sculpting with Light (Amherst Media), so I
looked forward to testing the new ExpoImaging
Rogue FlashBenders, which promised to be
a groundbreaking innovation.
I was pleasantly surprised to find the Rogue
kit comes with three FlashBender modifiers,
small, medium and large. I typically use at
least three Nikon Speedlights for location
portraits, so thats a big plus for me. These
little gems have several unique features:
A convenient built-in strap that fits
around the hot shoe flash eliminates the
need for auxiliary Velcro. Thats a benefit:
Like many photographers, Ive been living
with permanently affixed Velcro on my
flashes and other modifiers wont fit over it.
The repositionable internal rods allow
you to shape the modifier to create the
desired lighting pattern.
The modifiers are both durable and
flexible, and lie flat for easy storage. The
Velcro strap wont stick to the side of your
camera case, either.
I put the Rogue FlashBenders to the test
in three separate location shoots. You can
see the results in the images here, which I
captured with a Nikon D300 or D700 with
professional Nikkor lenses and Nikon
SB800 and SB900 Speedlights. Im old
school, so I use Photoshop only minimally
the light should speak for itself.
Shooting headshots for an aspiring Los
Angeles model, Vance Garcia, proved to be
an ideal test for the Rogue. The setting was
a shaded area next to a graffiti-covered metal
wall, with little reflective light or contrast.
The main illumination, placed camera right,
was an off-camera Nikon Speedlight with
the small FlashBender. I shaped the large
FlashBender modifier to mimic a snoot, and
placed it behind the model, creating nice tex-
ture on the wall and separating the subject
from the background. I used the sparse reflec-
tive ambient light as edge light on the models
right cheek, and controlled it with my
shutter speed. The FlashBender modifica-
Photographers have long pursued the ultimate in hot
shoe flash modifier design. ExpoImaging may have it.
BY ALLI SON EARNEST
Eureka
ROGUE FLASHBENDERS
82 www.ppmag.com
Figure 1: The main light is a Speedlight
modified with a small FlashBender. The
background light on the wall was created by
shaping the FlashBender like a snoot and
mounting it on a flash behind the model.
All images Allison Earnest
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tion of the speedlights produced a bright light
quality with great color rendition (Figure 1).
The next test, a fun fashion image featuring
dancer Shelby Knight, proved to be a challenge.
The day was extremely windy and cold. I
used the shadow side of an old truck in a
salvage yard as a background, and Rogue
modifiers affixed to two Nikon Speedlights as
my lighting. I used the medium FlashBender
on my main light, bouncing light onto Shelbys
entire body and creating beautiful contrast.
I put a blue gel on a second Speedlight and
shaped a Rogue to mimic a snoot to get
creative lighting on the otherwise dark and
shapeless tires behind the model. Im not
one to withstand the cold, so time was of the
essence. The ease and versatility of the
FlashBenders was a true benefit in these not
so pleasant weather conditions. The quality
of the light and the contrast created by the
modifier were excellent (Figure 2).
I used all three Rogue modifiers in my
third shoot, shaping each to produce the field
of light I desired. The only available light in the
scene illuminated the bus in the background.
The main light, placed at camera right and
affixed with a small Rogue on an SB900, lit
the model, Riley. A second large Rogue,
shaped into a snoot and used with a
warming gel to match the color of the
setting sun served as the background light,
illuminating the ground behind Riley. I
shaped a medium FlashBender to mimic a
strip light that produced a narrow field of
light just behind and to the right of Riley,
creating a beautiful separation edge light
on model's face and shoulder. A warming
gel was used to mimic the color of the
ambient light. The color, contrast and light
the FlashBenders produced were natural
and believable (Figure 3).
The Rogue FlashBenders lived up to
their billing. They gave my images brilliant
and natural illumination, pleasing contrast
and color, and a beautiful light quality. They
were versatile, easy to shape for my desired
field of light, and easy to attach to my flashes.
Most important, they kept their shape in
strong wind; just know that in stiff winds,
youll need to secure your light stand with
sandbags, as the modifiers can catch air
easily. Its a good practice to secure your light
stand with sandbags no matter what modifier
youre using. My only recommendation for
improvements would be to increase the size
of the Velcro strips on the large modifier to
enable various snoot openings. Try these little
gems and see for yourself if the quality of the
light is enhanced in your images, too.
(expoimaging.com) I
THE GOODS: PRO REVIEW
84 www.ppmag.com
Figure 2: The main light is one Speedlight with a medium FlashBender. A second Speedlight modified
with a blue gel and a Rogue shaped like a snoot creates interesting light on the tires at top.
Figure 3: In this image, a FlashBender shaped to
mimic a strip light creates the beautiful separat-
ing edge light on the model's face and shoulder.
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THE GOODS: PRO REVIEW
We look to plug-ins to speed the workflow,
mostly by automating Photoshop actions
and scripts that we have neither the time nor
inclination to build ourselves. Some of us
export a version of the image to other pro-
grams to perform the needed voodoo, then
return the file to Photoshop. Perfectly Clear
from Athentech is one of those programs. It
has a set of 10 proprietary algorithms to greatly
speed the correction of 10 common image
problems. Theres nothing fancy in Perfectly
Clear, no gimmicky special effects, just solid
solutions for adjusting exposure and color
balance, sharpening, reducing noise, and
correcting skin tone. Seasoned raw shooters
or Photoshop users have probably learned to
fix these problems in Lightroom, Camera
Raw, Aperture, Capture One, or Photoshop
software, but if youre ready for an easier inter-
face, you should test drive Perfectly Clear.
The Photoshop plug-in version of Perfectly
Clearthere are also lightweight mobile ver-
sions for the Apple iPhone and iPadfea-
tures a simple interface and menu structure.
To begin, install the program, open an image,
click on Athentech in the Photoshop Filters
menu, and select Perfectly Clear from the
fly-out menu. The interface displays a pre-
view of the image and the menu panels on
the right. The selections include the basic
processing presets for Default, Landscape,
Portrait, Noise Removal, Fix Dark, and Tint
Removal. Panes for White Balance, Tone,
Color, Clarity (not the same thing as the
Clarity tool in Adobe Camera Raw or
Lightroom) and Portrait are below that.
Start with one of the presets at the top of
the menu stack. If you arent happy with the
effect, you can fine-tune the presets to your
liking. All the controls have sliders for adjust-
ing intensity, except for Light Diffusion and
Auto Red-Eye in the Portrait pane. Once you
change any of the settings, the tools name in
the drop-down presets menu changes to
Custom, and you can save those settings as a
new preset. You can give it a custom name
and description, and later on edit the effect,
the name or description, or delete the new
preset altogether.
The program is notably fast, even with
high-resolution, 16-bit-per-channel TIFFs.
Even the manual, available by clicking on
the Help button in the interface, is user
friendly. Look to it for fine explanations of
what each preset slider does.
I found the noise reduction toolset as
effective as other high-end plug-in tools that
Athentechs Perfectly Clear plug-in for Photoshop delivers fast
edits, an easy interface, and noise reduction thats top notch.
BY ELLI S VENER
Clear the way
ATHENTECH PERFECTLY CLEAR
86 www.ppmag.com
The before image (far left) is a raw file processed
in Lightroom 3.3 that's undergone light retouching
in Photoshop CS5. I applied a custom portrait preset
I created in the Perfectly Clear filter. It over-darkened
the trees in the background and the woman's
hair, so I masked those areas. Then I adjusted
the layer's opacity and mask to 90% (left).
A
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serve the same purpose. Using algorithms
created by Stoik Imaging, it does a fine job of
noise reduction without destroying real detail.
The Screen mode has three options for
previewing an effect before you apply it, a
feature I like. The standard view shows the
image, and clicking on the image gives you
the before view. Even better are the side-by-
side or top-and-bottom before and after views.
In all screen modes you can zoom in and
scroll around the image for close inspection.
As good as the program is, some glitches
remain. Id like the option for the Perfectly
Clear automation to include a background
layer copy in Photoshop with the effects applied,
which allows you to create far more subtle
effects by reducing the layer opacity or mask-
ing. Brad Malcolm, president of Athentech
Imaging, tells us that this improvement is in
the works and will be available in the future.
Also, the Perfectly Clear preview window
lacks a zoom indicator, and you cant go to a
full 100-percent view. The preview seems to
top out at about 66 percent, which leads to
some mild surprises when youre evaluating
the strength of the noise reduction.
I ended up favoring (and tweaking) the
Default and Noise Reduction presets. The
Noise reduction tool, an implementation of
technology developed by Stoik Imaging,
works particularly well, and that alone could
be worth the price of the program.
Perfectly Clear has also been available for
the iPhone for over a year; its a brilliant and
simple way to immediately improve the
technical quality of iPhone photos. Its also
available for the iPad, and theres a version
for photo labs and service bureaus as well.
Despite its small flaws, Perfectly Clear
does a really good job at rapidly cleaning up
common image problems with a minimum
of fuss and a shallow learning curve. If
youre looking for a way to really speed your
workflowand time is moneyPerfectly
Clear should work well for you. I
THE GOODS: PRO REVIEW
88 www.ppmag.com
The before and after views in top-and-bottom and side-to-side views make it easy to see how an effect
will look before you apply it. The zoom feature, however, lacks a 100-percent view.
Athentech Imaging is offering a 15% discount to
Professional Photographer magazine readers.
Use the coupon code 4750D4D7 at checkout.
Offer expires June 30, 2011.
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For a dozen years, the Professional Photographer HOT ONE AWARDS have recognized the top products of the year for
professional photographers. One of the most comprehensive product surveys in the industry, the HOT ONE AWARD winners
spotlight the products likely to perform the best in your business, as chosen by colleagues in your field.
The 2011 HOT ONE competition comprised more than 420 product entries from 190-plus companies. Our panel of judges,
all independent professional photographers, evaluated everything from media cards to multi-format scanners to determine which
professional products would work best in their own businesses. The editors didnt pick these products, and neither did any other
PPA employees. These are the pros choice awards.
As weve been suggesting perennially: Scan these pages for tools that might help your business, ever mindful that its your
unique vision that defines you as a photographer. Jeff Kent, Hot One Editor; jkent@ppa.com
THE 12
TH
ANNUAL HOT ONE AWARDS HONOR THE
PROS CHOICE FOR THE YEARS TOP PRODUCTS
HOT DEALS!
Save on select 2011 HOT ONE
award-winning products and services.
Turn to p. 107 for details.
CAMERAS
DIGITAL SLR CAMERA
LESS THAN $1,000
Nikon D3100
The 14.2-megapixel Nikon D3100 camera in
our lower-priced DSLR category takes the award
with an impressive set of features that had
our judges singing its praises. It also
happens to be the worlds first
DSLR with full-time autofocus
in Live View and D-Movie
mode for shooting full HD
(1080p) video. The cameras new
EXPEED 2 image processing
engine works with an 11-point
autofocus system and the DX-
format CMOS sensor to produce
excellent image quality. An ISO
range of 100 to 3200 (expandable to
12800 equivalent) provides versatility in
low-light situations.
Price: $699.95. nikonusa.com
DIGITAL SLR CAMERA
$1,000 TO $3,000
Canon EOS 60D
The Canon EOS
60D packs some
punch with its
improved APS-
C-size, 18-
megapixel CMOS
sensor, new
DIGIC 4 image
processor for better detail and color repro-
duction, and ISO range of 100 to 6400
(expandable to 12800 equivalent). It comes
with an EOS first: a variable-angle, 3-inch
Clear View LCD monitor for angled viewing.
The EOS 60D has HDMI output for viewing
images on HDTV. Its curved surfaces,
improved viewfinder and new multi-control
dial all enhance the usability of this award-
winning mid-range DSLR. Price: $1,099.
usa.canon.com
MEDIUM-FORMAT DIGITAL
CAMERA SYSTEM
Hasselblad H4D-40
Designed for the demanding needs of the
commercial studio, the Hasselblad H4D-40
won over our judges with its ease of use
coupled with its supercharged 40-megapixel
medium-format sensor. With controls and
shooting features meant to work as smoothly
as a 35mm cameras, the H4D-40 comes
with Hasselblads new True Focus
autofocus system, features
Hasselblad Phocus 2.0
software, and grants full
access to the
entire Hasselblad
system of software and lenses. Price:
$19,995. hasselbladusa.com
March 2011 Professional Photographer 93
11
TH
ANNUAL HOT ONE AWARDS
DIGITAL
STORAGE MEDIA
MEDIA CARD
32GB Lexar Professional
600x CompactFlash
The 32GB Lexar Professional 600x
CompactFlash (CF) card features guaranteed
minimum
sustained
write
speed of
90MB per
second
when
paired
with a
UDMA 6-
enabled
DSLR. The card is designed to rapidly clear
the cameras buffer to make fast cameras
even faster. Secure and reliable in the tradition
of all Lexar digital storage media, the 32GB
600x has been tested with more than 800
digital devices fore quality, performance and
reliability. Price: $499.99. lexar.com
PORTABLE HARD DRIVE
LaCie Rugged Safe
The LaCie Rugged Safe impressed the judges
as a complete mobile storage solution with
multiple levels of data protection, including
hardware encryption and fingerprint-lock
technology. The Rugged Safes shockproof
enclosure keeps the unit
intact when
youre on
the move,
and USB
2.0 and
FireWire
800/400 hookups
enable speedy data
transfer. Once configured, it
can afford access to as many as 10 authorized
users with a single finger swipe, linked to
Macs or PCs.
Price: $199.99. lacie.com
LIGHTING EQUIPMENT
CONTINUOUS
LIGHT SYSTEM
Litepanels MicroPro Hybrid
As digital camera technology evolves to offer
a growing variety of video capture and continuous
shooting capabilities, so do photographic lighting
needs. When Litepanels got the memo, it
created the MicroPro Hybrid, the first con-
tinuous LED light to includes a flash burst.
The 9-watt, camera-mounted light offers a
continuous mode for shooting video. It has a
flash feature that produces a burst of light 400
percent brighter than the continuous light
source. Photographers have the option to
shoot with continuous wrap-around light in
both still and video modes, and then further
brighten particular situations for still images.
Price: $475. Lite-panels.us
LIGHT MODIFIER
AlienBees PLMv.2 Parabolic Light
Modification System
The second-generation AlienBees PLMv.2
modular light modifier system can be
configured to perform as a large parabolic
reflector, soft box, light bouncer, or shoot-
through umbrella. This version includes
refinements to the shape of the fabric and
frame for higher output, smoother light
patterns, softer shadows and finer focus from
narrow to wide coverage. The PLMv.2 offers
both traditional umbrella-style mounting and
faceplate speed ring mounting for Paul C. Buff
and Elinchrom flash units. Available in silver
or white, and in three sizes, the PLMv.2 can
be customized with optional diffusion and
cover fabrics (sold separately). Price:
$28.95 to $74.95, depending on
configuration. alienbees.com
POWER PACK
Quantum Instruments Turbo 3
Available in a smaller, lighter package than the
original Turbo power pack, the Turbo 3 from
Quantum Instruments delivers three times the
power of its predecessorenough to juice up a
couple of flashes or a flash plus a DSLR. The
Turbo 3 powers up to five hours of DSLR video
capture or 600 to 6,000 flashes with a recycle
time of 1/10 second to 1.5 seconds, depending
on the flash unit and power setting. The
Turbo 3 frees you from AC cords and sports a
gauge that indicates available power and
charging status. Price: $679. qtm.com
STUDIO FLASH SYSTEM
Elinchrom Ranger RX Quadra AS
Elinchrom captured the category with the
Ranger Quadra RX, a compact, portable,
400-watt-second battery flash system with
built-in wireless triggering and remote control
over a 6.6-stop power range. The judges were
high on the versatility of the Quadra flash
heads, which are smaller and lighter than
most speed lights, yet include a low-voltage
LED modeling light that doubles as a video
light. The Ranger Quadra RX has flash
duration to 1/6,000 second, and recycles at
full power in 2.1 seconds. Price: $1,495 to
$2,330, depending on configuration.
elinchrom.com
94 www.ppmag.com
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LENSES
WIDE ZOOM LENS
Canon EF 8-15mm f/4L USM
Our judges love superlatives. This years Wide
Zoom Lens winner came billed as the worlds
widest fisheye zoom lens. The Canon EF 8-
15mm f/4L USM delivers a 180-degree
diagonal view for all EOS SLR cameras, and a
180-degree circular fisheye view for full-frame
EOS cameras. The fisheye zoom features both
UD and aspherical lens elements for enhanced
image quality, as well as Canon-proprietary
Sub Wavelength Structure Coating to minimize
flare. Rubber gaskets and seals enhance
weather resistance. Price: $1,400.
usa.canon.com
STANDARD ZOOM LENS
AF-S Nikkor 16-35mm f/4G ED VR
Another superlative. The AF-S Nikkor 16-
35mm f/4G ED VR lens is the widest FX-format
Nikkor zoom lens with vibration reduction tech-
nology. It features a combination of constant
maximum aperture, wide-angle zoom versatility
and Nikon Vibration Reduction II (VR II) image
stabilization, which allows shooting up to four
shutter-speed steps slower than with other
lenses. Price: $1,259.95. nikonusa.com
TELEPHOTO ZOOM LENS
Canon EF 70-300mm f/4-5.6L IS U SM
The judges praised the Canon EF 70-300mm
f/4-5.6L IS USM for its light weight, compact
build, image stabilization and relative affordability
for a telephoto zoom. This lens features two
UD ultra-low dispersion glass elements, L-series
weather and dust seals, and improved mechan-
ical and ergonomic design. The lens shape and
coatings are optimized to minimize ghosting
and flare, and the floating system optical formula
enhances image quality while reducing the
minimum focusing distance by more than 12
inches. Canons updated optical image stabiliza-
tion system compensates for camera shake up
to the equivalent of four shutter speed steps.
Price: $1,500. usa.canon.com
TELEPHOTO LENS
AF-S Nikkor 200mm f/2G ED VR II
If shooting distant objects in low light is your
thing, check out the AF-S Nikkor 200mm
f/2G ED VR II lens, Nikons low-light telephoto
super-performer. The 200mm f/2 is a fast
aperture telephoto lens that incorporates VR II
image stabilization for up to four stops of cor-
rection in both still photography and D-Movie
video capture. The 200mm f/2 has the Nikon
Internal Focusing system, which allows move-
ment of the optical elements within the lens
barrel without changing the barrel length. The
lens features a tripod detection mode to auto-
matically compensate for even minute vibration
when mounted, and allows the VR II to remain
active. The 200mm f/2 has almost no chromatic
aberration, even at the widest aperture.
Price: $5,995.95. nikonusa.com
TILT-SHIFT LENS
Lensbaby Composer with Tilt Transformer
Lensbaby scores another Hot One Award with
the affordable, versatile Composer with Tilt
Transformer. Its essentially two products in
onethe selective-focus Composer
lens with the Lensbaby
Optic Swap
System and the
Tilt
Transformer, a
tilt adapter for
any Nikon-mount
lens. The
Composer has the
usual Lensbaby
selective focus sweet spot that can be fixed
with a locking ring. The Tilt Transformer
feature allows you to capture images with a
slice of sharp focus rather than a rounded
sweet spot. Price: $350. lensbaby.com
STANDARD PRIME LENS
Sigma 85mm f/1.4 EX DG HSM
Designed for portrait and low-light photog-
raphy, the Sigma 85mm f/1.4 EX DG HSM is
a large-aperture, medium-telephoto lens opti-
mized for use with full-frame, DSLRs. The
lenss rear-focus system minimizes fluctuating
aberration caused by focusing, and special low
dispersion glass and glass mold elements
correct aberrations. Sigma Super Multi-Layer
Coating reduces flare and ghosting, even with
backlit subjects. For creative selective focus,
the lens has a round, nine-blade diaphragm to
create an attractive blurring of any purposely
out-of-focus image elements. Price:
$1,400. sigmaphoto.com
96 www.ppmag.com
PRINTERS
INKJET PRINTER
LESS THAN $500
Canon PIXMA MG8120
In the most modestly priced printer
category, the judges selected the
Canon PIXMA MG8120 for its quality and ease
of use. Perhaps its most impressive feature is
its new interface, the illuminated Intelligent
Touch System on the printers topside. Price:
$299.99. usa.canon.com
INKJET PRINTER
$1,000 TO $5,000
Canon imagePROGRAF iPF6350
Canon scored another printer victory in the
$1,000 to $5,000 price category. The Canon
imagePROGRAF iPF6350 is a 24-inch, large-
format printer designed for professional use
in photography and graphic design. It repro-
duces a wide color spectrum through its 12-
color LUCIA EX pigment ink set, which
increases the color gamut by some 20 percent
over previous imagePROGRAF 12-color series
inks. Price: $3,995. usa.canon.com
INKJET PRINTER
$5,000 AND OVER
HP Designjet Z6200 Photo Printer
HP blocked a Canon sweep of the printer divi-
sion, narrowly defeating the Canon image
PROGRAF iPF8300 in this hotly contested
price category. HP delivered a top-notch product
in the large-format Designjet Z6200 Photo
Printer, which is capable of producing photo-
quality prints at 2,400 dpi. Its armed with HP
Vivid Photo Inks, now with improved scratch
resistance and gloss uniformity, and a wider
color gamut than previous HP inks with the
new chromatic red ink. Available in 42- and
60-inch models, its 50 percent faster than
its predecessor, the Designjet Z6100, and it
uses up to 44 percent less ink. To make print
jobs quicker and easier, the Designjet Z6200
features automated media loading, an
ergonomic loading table and easy image tiling.
Price: $8,995. www1.hp.com
DYE-SUB PHOTO PRINTER
Canon SELPHY CP800
The Canon SELPHY CP800 Compact Photo
Printer rounds out Canons impressive showing
in the printer division with a win in the Dye-Sub
category. The SELPHY CP800 delivers border-
less, water-resistant, archival photo prints in
credit card and postcard sizes. You can pre-
view images on its 2.5-
inch tilting LCD, and
use the shuffle
feature to automat-
ically turn a col-
lection of images
into a collage.
Price: $99.99.
usa.canon.com
March 2011 Professional Photographer 97
FILM
COLOR NEGATIVE FILM
Kodak Professional Portra 400
Kodak keeps the dream alive for film lovers with
the new Kodak Professional Portra 400, which
took the prize on the strength of its fine grain
structurethe finest available in a 400-speed
color negative film. The film shooters on our
judges panel also appreciated the films natural
skin tone rendition and color reproduction. The
film is engineered for fast-action capture and
lighting situations that cannot be controlled.
Available in 35mm, 120/220, 4x5 and 8x10
formats. Price:
35mm$6.75.
kodak.com
SCANNER
MULTI-FORMAT SCANNER
CanoScan 9000F
With maximum film scanning resolution of
9,600x9,600 ppi, the CanoScan 9000F is a
high-speed digitizer for photos, documents and
film. The new Auto Document Fix feature auto-
matically analyzes and corrects both text and
images, and the seven EZ buttons help stream-
line scanning, copying and PDF generation.
Price: $199.99. usa.canon.com
STUDIO & LOCATION
EQUIPMENT
TRIPOD OR CAMERA STAND
ITS A TIE!
Induro PHQ 5-Way Panhead
This category always sees vigorous competition,
and this years no different. Our first winner is
a panning head from Induro with dual tilt, base- and
top-plate rotation, and an Arca-Swiss-style
quick-release system. Based on the Induro
Quintaxial concept, the PHQ 5-Way Panhead
allows flexible camera positioning through
adjustments on five axes. There are horizontal
and vertical locking controls, and five bubble
levels for a variety of camera positions. The
PHQ 5-Way has folding handles for easy
packing and transport. Available in two sizes.
Price: $315 and $395, depending on
configuration. indurogear.com
Benro Travel Flat
Constructed from the finest aluminum, carbon
fiber, magnesium and stainless steel components,
the Benro Travel Flat is a compact, fast-
deploying tripod for on-the-go photographers.
For the Travel Flat series, Benro abandoned the
traditional triangular profile, adopting instead
a flat, unified spider or connecting hub design.
This configuration shrinks the tripods dimen-
sions and makes it easy to fold flat for trans-
INKJET MEDIA
GLOSSY PAPER
LexJet Sunset Photo
Metallic Paper
Taking home the prize in the Glossy
category, LexJet Sunset Photo Metallic brings
high-quality metallic paper to the people
previously, only pro labs using chemical photo
processing equipment could output prints on
such paper.
Sunsets
paper is
compatible
with ink sets
in the latest
printer
models from
Canon, Epson and HP. The 10-mil, 255g
premium paper has an instant-dry, scratch-
resistant, ink-receptive coating. The base
paper has a lustrous sheen and a high-gloss
reflective finish. Price: Starting at $0.99
per square foot. lexjet.com
SEMI-GLOSS/LUSTER PAPER
LexJet 8 Mil ImagePro Satin
To score the award in this category,
the LexJet 8 Mil Image Pro Satin
had to overcome a strong challenge by two
other LexJet papers. The 8-mil paper edged
out its siblings due, in part, to its easy paper
handling
through the
production cycle.
It has an
upgraded white
point for sharper
image quality, a wide color gamut and good
contrast rendition. The paper is formulated to
work best with the latest aqueous-ink, wide-
format printers from HP, Canon and Epson.
Its new micro-porous coating dries instantly,
perfect for high-speed, high-volume
reproduction. Price: Starts at 49 cents
per square foot. lexjet.com
FINE-ART PAPER
Somerset Museum Rag
Moab
Somerset
Museum Rag,
100 percent
cotton fine-
art paper, won
over the
judges with its
rich black and
wide-gamut
color repro-
duction, and
its archival
print quality.
Manufactured by
the acclaimed St. Cuthberts
Mill in England, the acid-free, 300gsm paper
is made with a traditional cylinder mould
machine for durability and consistency.
Available in 25-sheet boxes at 8.5x11, 13x19
and 17x22 inches, and in 50-foot rolls at 17,
24, 44 and 60 inches wide. Price: Varies
by size. moabpaper.com
CANVAS
LexJet Sunset Select
Gloss Canvas
LexJet Sunset Select Gloss Canvas is a 430g,
bright white, poly/cotton blend canvas with an
Oxford two-over-one weave treated with a
high-gloss, ink-receptive coating. The canvas
does a superb job with subtle details in
shadows and highlights, and with a wide
gamut of colors. This water-resistant, pH-
neutral, acid-free material works
harmoniously with the newest wide-gamut,
wide-format aqueous-ink inkjet printers.
Ideal for gallery wraps. Price: Starts at
$1.65 per square foot. lexjet.com
98 www.ppmag.com
port and storage. The tripod has a dust- and
water-resistant leg-locking system, as well as
an accessory center column, adding 8 to 12
inches of extension. Price: $107 to $406,
depending on size. benrousa.com
BACKGROUND
Barbour Backdrops and Props
Jillian Background
Handcrafted on canvas with a com-
bination of plasters and
glazes, the Jillian back-
ground from Barbour
Backdrops and Props is
neutral in color and thinly
stenciled to simulate
depth and texture. The
Jillian creates a wall-
like illusion that helps
photographers color-
coordinate shots for
the actual walls in their clients homes. Despite
its plaster coating, this background can be
hung on a stand or used in a roller system.
Price: $660. barbourbackdrops.com
CAMERA BAG
ITS A TIE!
Tenba Messenger Mini Photo/Laptop Bag
Two camera bags emerged from the pile to tie
for the Hot One Award in this category. The com-
pact Tenba Messenger Mini Photo/Laptop Bag
for smaller camera systems is worn messenger-
style and hugs the body. Made of durable,
weather-resistant 1,000-denier nylon. The
interior has spaces for a camera, two or three
lenses, cables and card readers, mobile hard
drives and chargers, and also has a padded
sleeve for compact digital devices like the
Apple iPad or a 13-inch laptop. Price:
$84.95. tenba.com
Lowepro Pro Roller Attach x50
Co-winner Lowepro Pro Roller
Attach x50 is designed for
the specific needs of
traveling pro
photographers.
This versatile
rolling bag that
quickly
converts
into a
shoulder
bag. Sized
to meet
standard
international
carry-on requirements, the
Pro Roller Attach has the capacity to hold a
pro-grade DSLR with an attached lens, four
additional lenses or flash units, accessories
and a 14-inch laptop. Price: 299.95.
lowepro.com
CAMERA CASE
Porter Case PCi Deluxe
Camera Divider Case
The injection-molded PCi Deluxe Camera Divider
Case from Porter Case is a tough, lightweight
polypropylene tote that can be used as an airline
carry-on. The built-in CART topside can hold
an additional 150 pounds of baggage. Features
include a combination lock, three keyless draw
latches with thumb locks, a water- and dust-
resistant gasket, and a single-button locking
extension handle system. The recessed alu-
minum tubes and spring-loaded handles ensure
damage-proof shipping on both the case and
its contents. Price: $262. portercase.com
POSING TOOL
Barbour Backdrops and
Props Lattice Box
The Barbour Backdrops and Props Lattice
Box can be configured for a total of 14 dif-
ferent looks. It has intricate lattice embellish-
ment on the front and
one side panel, and
square trim on the back
and other side panel.
Photographers can opt
for two different finishes
on the box, which comes
with a wooden lid in each
finish. A variety of fabric
inserts, petal mats and
leg kits are available to
further customize the
box. Price: $535. barbourbackdrops.com
COLOR MANAGEMENT
SYSTEM
Datacolor
SpyderCheckr
SpyderCheckr,
Datacolors new
color reference tool,
captured this
category with its
impressive features
for achieving
accurate color in a
standard RAW
processing workflow,
performing in-camera white balance, creating
customized camera calibrations, and recording
color references. SpyderCheckr includes 48
color patches in a wide range of spectrally
neutral colors. Its user-friendly profiling
software helps you maintain consistent color
throughout your production workflow. Price:
$129. spyder.datacolor.com
March 2011 Professional Photographer 99
SOFTWARE
Video Editing Software
Adobe CS5 Production Premium
As video capture assumes a larger role in pro
photography,
Adobe stays
ahead of the
curve with
Creative Suite
5 Production
Premium. The
suite includes
Adobe
Premiere Pro
CS5, After
Effects CS5,
Photoshop
CS5 Extended,
Illustrator CS5, Flash Catalyst CS5, Flash
Professional CS5, Soundbooth CS5, Adobe
OnLocation CS5, Encore CS5, Bridge CS5,
Device Central CS5 and Dynamic Link. The
software components with their familiar user
interfaces integrate with one another to
provide a complete video editing toolset.
Enhanced planning and production features
streamline the workflow for photographers
working in different digital media. Available
for Mac and Windows OS. Price: $1,699.
adobe.com
CAPTURE / PROCESSING
Unified Color Technologies
HDR Expose
Unified Color Technologies won this cate-
gory with a next-generationapplication for
creating and editing HDR images that replaces
its flagship software, HDR PhotoStudio.
HDR Expose offers a set of new features,
including an
interactive
HDR his-
togram,
digital color
readout,
multiple
ghost reduc-
tion options,
plug-ins for
Adobe Lightroom and Apple Aperture, and a
new user interface. Unified Color
Technologies is the only company offering
full 32-bit color editing for HDR images,
based on its patented Beyond RGB color
space. Price: $149.99. unifiedcolor.com
IMAGE EDITING
Adobe Photoshop CS5
Its a bit jarring to realize that Adobe
Photoshop recently celebrated 20 years of
digital imaging innovation, but hardly
surprising that this landmark software lands
another Hot One Award. For its milestone
release,
Adobe packed
Photoshop
CS5 with
new tech-
nology for
complex
retouching
and advanced
content-
aware
features.
Content-
Aware Fill
automatically removes extraneous details in
the image and seamlessly corrects the
deletion with pixels sampled from the
surrounding areas. Adobe didnt stop there.
CS5 includes enhanced Selection tools, a
new Refine Edge, better HDR imaging
capabilities, the new Puppet Warp feature,
and a host of other cutting-edge
functionality. Price: full, $699;
upgrade, $199. adobe.com
PLUG-INS
Nik Software HDR Efex Pro
Go ahead, call it the year of HDR imaging
software. Nik Software lands the Plug-ins
prize with its sophisticated HDR Efex
Pro. The plug-in provides complete HDR
control in a simplified interface to help
photographers achieve both realistic and
artistic results. It features ghost control,
tone-
mapping,
exposure
tweaks and
contrast
adjustments.
Nik U Point
technology
provides
selective
fine-tuning
for color, light and tonality. Price: $159.95.
niksoftware.com
PAINTING
Craigs Actions Beauty Bar
The Craig Actions Beauty Bar accesses a
collection of portrait treatments for
optimizing skin tones and cosmetic touch
ups in Photoshop. With 15 workflow options built
around several styles of portraiture, the
Beauty Bar Actions automatically perform
treatments to render the image in the
selected style, appropriately tweaking color
and contrast, highlight and shadow values, as
well as skin
softness.
The Beauty
Bar Work-
flows allow
you to step
away from
the com-
puter while
the soft-
ware runs
through the
entire image
workflow.
The
software also provides 17 skin-optimizing
makeup tools and more than 30 production
options. Price: $147.
www.craigsactions.com
ALBUM DESIGN
Fundy Album Builder v3.6
Album Builder by Fundy Software appealed
to our judges for its unique approach to
100 www.ppmag.com
helping photog-
raphers create their
own album designs
without templates.
The softwares
Ninja Layout
module auto-
matically aligns
the images for
the user-selected
layout. Its a
design helper that
searches for the ideal layout and guides you
through the process. This Photoshop plug-in
can be used to design albums of any size and
format, and works with all Photoshop actions
and filters. You can even remove photos from
the layout, retouch them in Photoshop, then
reinsert them without leaving the Album
Builder application. Works with most major
brands of albums, and on both the Mac
and PC OS in Photoshop CS3, CS4 and CS5.
Price: $299. fundysoftware.com
PRESENTATION/
SLIDESHOW
Animoto Pro
Last years winner in this category as
well, Animoto scores a victory for the pro-
fessional version, Animoto Pro. The easy-to-use,
Web-based application turns photographs, video
clips and music into professional-looking video
slideshows in minutes. Animoto Pro includes eight
new video styles in the Elegance Collection. Price:
$249 or $39 per month. animoto.com
STUDIO MANAGEMENT
SuccessWare 6.0.6
SuccessWare continues to pace the competition
with the latest version of its widely acclaimed
studio management software. Version 6.0.6
comes with all the tools photographers need
for day-to-day business management, marketing
and managerial accounting financial reports. Its
the only studio management software that helps
you answer that all-important question: How
much should I charge? SuccessWare links seam-
lessly with Time Exposure ProSelect sales pro-
jection and production software. Price: $1,495
or $49 per month. successware.net
EDUCATIONAL
RESOURCES
DVD
Lightroom 3 for Digital Photographers
Colin Smith examines
the ins and outs of
Lightroom 3 in this
well-organized
instructional DVD. Our judges
applauded this DVD for its in-
depth coverage of the
software and Smiths ability
to break down complex tasks
into effective techniques.
Price: $99.99.
photoshopcafe.com
BOOK
The Adobe Photoshop CS5 Book
for Digital Photographers
Scott Kelby, recognized Photoshop
guru, lands another win with The Adobe
Photoshop CS5 Book for Digital Photographers
(Peachpit/New Riders). Kelby, editor and
publisher of Photo-
shop User magazine
and the best-selling
Photoshop author in
the world, provides a
major update to his
award-winning
Photoshop book with
a detailed set of
practical lessons. Its
a true insiders guide to the tricks of the trade.
Price: $54.99. peachpit.com
BEST OF THE REST
Barbour Backdrops and Props
Classic Baseboard
Not quite a posing tool, not quite a
backdrop, the Barbour Backdrops and Props
Classic Baseboard
wins the miscel-
laneous category.
The Classic Base-
board can be used
with any backdrop to
give the illusion of
many different shooting walls. The lightweight,
six-inch-high wooden baseboards are secured
with a magnetic system and can be moved in a
snap. There are multiple finish options to
customize the baseboards to a variety of sets.
Price: $140. barbourbackdrops.com
Kodak Professional UV-Curable
Film and Paper
With a look similar
to Kodak
Professional Endura
Photographic
Paper, Kodak UV-
Curable Display
Paper is a cost-
effective printing
option designed for
commercial dis-
plays. Its made
with Kodaks pro-
fessional photographic paper technology to
render consistent color and coverage through-
out every production run. The media mixes well
with traditional photographic signage and display
materials for a wide range of output options.
Price: Varies by retailer. kodak.com
102 www.ppmag.com
SUCCESSWARE.NET | 800.593.3767
What do top studio
owners use to manage?
These owners have all chosen SuccessWare to help the manage their business.
Other software may track but they all fall short when it comes to managing
your business. SuccessWare is the ony studio management software that
will assist you with; creating a business plan, pricing your products, preparing
financial reports and tracking client information. SuccessWare manages
all your day-to-day operations giving you the knowledge to make solid
management decisions necessary to achieve your goals and take your studio
to the next level. You cant get that with just tracking software.
TRACK. PRICE. PLAN. PROFIT. MANAGE.
Dont just take our world for it, see what Jed, Vickie and other successful
photographers have to say at: www.successware.net/success_stories
Successwares income and expense statement and sales reports
provides the nancial data we need at our ngertips, taking the fear out
of decision making.
Sarah Petty | Sarah Petty Photography | Springeld, Illinois
PRESENTATION &
MARKETING
MATERIALS
TRADITIONAL /
MATTED PHOTO ALBUM
The Magnolia Book
Cypress bolsters its already excellent
reputation
with this
years Hot
One Award
winner, the
Magnolia
Book. This
heirloom-
quality
album has
pages made
from four-
ply mats to
highlight
every image.
Cypress
wraps each
album in
your choice of bookbinding fabric for a
customized look. Available in three sizes:
8x10, 10x10 and 12x12. Price: Starts at
$300. cypressalbums.com
CONTEMPORARY/
UNMATTED PHOTO ALBUM
AsukaBook USA Zen Layflat Line
AsukaBook updates and upgrades its Zen
Layflat line of coffee table books with the
Impact Line. Impact books feature a protec-
tive laminate finish on both the pages and the
binding. A patent-pending binding technique
allows for images to span pages without
losing elements in the central gutter. Cover
color options include black micro-suede,
brown carbon fiber, brushed-metal
silk, onyx, pearl silk and red.
Available in 8x8, 10x10, 12x12 and
15x10 formats, each book accom-
modate up to 100 laminate matte or
gloss-finish pages. Comes with a
customizable presentation box with a DVD
placeholder and black felt lining. Price:
Varies by size. asukabook.com
ONLINE PRINT ORDER
FULFILLMENT SERVICE
PickPic ProofPro
In a crowded and competitive cate-
gory, PickPic scores a second con-
secutive Hot One Award for its newest
online proofing system. ProofPro was
redesigned from the ground up to build on
the success of PickPic 3. The new system
gives you full control over the gallery
viewing and shopping experience. You
can create unlimited product and pricing
scenarios, and boost sales with offers of
gift credits, registries and promo codes.
ProofPro appeals to many pro photographers
because orders can be self-fulfilled through
any lab or vendor. Optionally, the system can
work with your merchant account to keep
per-order commissions low. Price: $49 -
$99 per month. pickpic.com
FRAME
WHCC Standout
We continue to see innovative display prod-
ucts in the frame category. The White House
Custom Colour Standout mount is made of
lightweight foam banded with a veneer of
light wood or stainless steel. It comes ready
to hang. The Standout is available in two
depths, 0.75 and 1.50 inches, so you can
create dimensional wall displays by
combining sizes and depths. Photographic
prints can be mounted to the front of a
Standout. Available in sizes from 8x10 to
30x40. Price: $22 to $244. whcc.com
DISPLAY BOX OR ITEM
WHCC Image Boxes
White House Custom Colour scores another
win for its Image Boxes. The boxes can be
customized with a photo cover, printed on
luster or metallic photographic paper with a
matte laminate, and seamlessly wrapped
around the box. Other cover options include
a variety of fabric, leather and suede materials.
The Image Box lid closure is a black elastic
latch that stretches around a black screw
post. The inside panel can be wrapped in
black fabric or an image. Available in 4x6,
6x6, 5x7, 8x8, 10x10 and 12x12 inches.
Price: $52 to $110. whcc.com
104 www.ppmag.com
Weve all heard tales about how great those really,
really expensive European lights are supposed to
be super accurate, fast, consistent color, digital
controls and all that. Fact is, most mono ash
units now on the market are outgrowths of Paul
Buffs game-changing 1986 White Lightning
Ultra design. Digital controls and packaging
changes were added, but the core technology is
fundamentally the same.
Recently, Paul set about to create all new,
next generation technology that will surely be the
standard against which future mono ash units will
be judged.
The core of Einstein lies in its IGBT ashtube
control (in place of more primitive analog methods),
true digital control, and tightly integrated radio
remote control with full color LCD display system.
Einstein features plug-and-play global
powering, absolutely constant color over an ex-
traordinarily wide nine f-stop power variability
range, ultra-fast t.1 ash durations for razor sharp
action stopping, fan cooling, and a bright, voltage-
regulated 250W quartz modeling lamp precisely
located in a frosted Pyrex dome for smooth-as-silk
lighting patterns. Adjustable in exact digital 1/10f
stops, its accuracy is unsurpassed by any other
light on earth.
But thats just the start...the brilliant color LCD
display is fully integrated with our 2.4GHz Cyber
Commander to display and control virtually
every aspect of the system - ash durations,
color temperatures, Wattseconds, EU Numbers,
model-to-ash ratios and more, either from the
rear panel or from your camera. With the Cyber
Commander (CyberSync system components
sold separately), you can control and meter up to
16 lights, bracket in camera f-stops, create innite
groups and more. No more calculating WS and light
ratios you can do it all in actual camera f-stops
and even store complete setups on the supplied
Micro SD Card.
Of course, you can turn the recycle beeper and
slave eye on or off, and meter, control and examine
every parameter of each light (up to 16 lights) from
the palm of your hand. Fast 0.08 to 1.7 second
recycle and crash proof power supplies allow up
to 12 fps shooting and reliable operation from our
brand new 3.5lb Vagabond Mini
TM
Lithium battery
supplies.
In short, no mono ash on earth even begins
to come close to the All American Einstein 640.
Youll truly be singing:
What The World Needs Now is Einstein,
Sweet Einstein
EINSTEIN E640
Self-Contained Studio Flash
(reector not included)
$499.95***
9f Variability (2.5 to 640WS)
Global Voltage
0.08 to 1.7 Sec. Recycle
1/1700 to 1/27000 Second
t.5 Flash Duration
(1/580 to 1/13500 Sec. t.1)
Constant 5600 Color at
any power setting
Color LCD Display
12 fps Capability
250W Modeling Lamp
Pyrex Diffusing Dome
Fan-Cooled
Audible Recycle Beeper
Optional CyberSync
Plug-in Radio Remote
Ultra Compact - 4.25lbs
Rugged Lexan Housing
*** Factory-Direct Price
from Paul C. Buff, Inc.
NOVELTY OR ADD-ON
SALES ITEM
Pixel2Canvas Metal Panels
with Ice Blocks
Pixel2Canvas caught the collective eye of our
judges with its Metal Panels with Ice Blocks, a
novelty display that pairs printed aluminum
panels with clear ice block display stands.
The aluminum panels are coated with a clear
poly-resin that bonds with ink for a unique
3D look. The backs of the panels can be
imprinted with your logo. Price: $40.
pixel2canvas.com
DIGITAL TEMPLATES
PRESENTATION
Design Aglow Complete Baby Plan
The Design Aglow Complete Baby Plan
includes easily customized text and a variety
of design templates to create sophisticated
baby photo products. Included templates
range from birth announcements to 11x14 box
designs to a 20-page press-printed album of
babys first year. You also get the Baby Plan
Success Guide, sales and marketing tips, 20
sure-sell poses, a baby plan client contract,
ready-to-send e-mails to promote sessions
for each stage of babys first year, and an
appointment reminder card. Price: $195.
designaglow.com
DIGITAL TEMPLATES
MARKETING MATERIALS
FotoTale Designs Chic
Marketing Template Collection
FotoTale Designs assortment of
templates gives photographers everything
they need to create professional marketing
pieces. The
collection
includes 15 fully
layered mar-
keting tem-
plates for a
variety of
items. Every-
thing is com-
pletely editable,
from text to
photos to
design tweaks,
and compatible for printing on any printer.
Price: $65. fototaledesigns.com
PRESS PRODUCTS
MOO StickerBooks
Our judges went for the fun with
MOO StickerBooks. The pocket-
sized books feature glossy, scratch-proof vinyl
stickers on perforated pages. Photographers
can upload images, logos and other graphics
to MOO.com, then create up to 90 different
stickers using MOOs Printfinity technology.
The stickers work well on packaging, direct
mail pieces and as novelty sales items. Price:
$9.99. us.moo.com
DIGITAL
EMBELLISHMENTS
Design Aglow Stroke of Genius
Design Aglow scored for its Stroke of Genius
fine art overlays. Easy to use, the overlays were
created with a combination of digital painting
techniques and various brushes. Stroke of
Genius digital embellishments can be used
alone or in various combinations. All you need
is a rudimentary knowledge of Photoshop
(and Photoshop itself). The overlays can be
customized with adjustments in the blending
mode, opacity, hue, contrast and lightness/
darkness of each layer. Features include two fine-
art vignette edges and five hand-painted fine-
art overlays. Compatible with Photoshop CS
and newer. Price: $95. designaglow.com
PACKAGING
WHCC Boutique Bags
White House Custom Colours
Boutique Bags are custom
made to fit any
WHCC
press-
printed
album
and
are
available
in a variety of fabrics,
patterns and closure options. Choices include
the Classic Black; Classic Ivory; the deep red
Bordeaux; the Manhattan with a white fabric
and black velvet damask design; Serendipity
with a steel blue fabric and raised chocolate
brown polka dots; and the green-, yellow- and
blue-striped cotton-like fabric of Lemongrass.
Price: Starts at $50. whcc.com
106 www.ppmag.com
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March 2011 Professional Photographer 107
108 www.ppmag.com
Composition determines whether the outdoor images you take are
static and flat or make a lasting impression. Do you want your photos
to make a statement or simply complement the dcor?
Let it breathe
Composition in nature
ood composition takes the viewer on a
journey through the picture. Fine. But
exactly what is good composition, and
how do you know when youve found it?
Sometimes by instinct. I can move
around a scene, looking through the
viewfinder, until I find the position that feels
right. Seminal photographer Arnold
Newman said, There are no rules and
regulations for perfect composition You
have to compose by the seat of your pants.
I know what he meant. After studying
various composition theories and tech-
niques, I usually know Ive arrived at the
optimum composition when my breath
catches and I get that aaah feeling. That
studying eased my search for the aha
moment, and I bet the following guidelines
will get you closer to your own.
Centuries ago, painters perceived that the
eye and brain prefer asymmetrical balance.
This rule of thirds can be useful to impress
the viewer, but its not as simple as merely
framing the subject off-center. You have to
balance every other element in the frame as
well, including open spaces. Imagine your
viewfinder as a tic-tac-toe grid. The four
places where the lines intersect mark the
areas of strongest impact. Use these imag-
inary lines in composing a simple scene to
give the subject impact. The placement of
your subject will depend on the subject, the
space around the subject, and how you want
to direct the viewers eye.
OUTDOORS By Brenda Tharp
All images Brenda Tharp
G
Bristlecone pine and stars. Keeping the tree lower
in the frame brought more emphasis to the sky,
and the branches twisting up toward the stars
help draw us to them, as well.
People from Western cultures tend to take
in a picture in the same general direction as
we read text. Our gaze enters at the top left
corner and travels across and down the image
to the bottom right, unless otherwise directed
by the elements in the picture. Its comfortable
with a simple scene to frame the subject at
the lower right position, but look for other
positions that would create tension and
make the scene more dynamic. Give the
subject some breathing room. Usually, you
dont want the subject crowded into a corner
or falling off the edge, but youll find excep-
tions depending on the elements in the image
and the kind of tension you want to create.
Vary your compositions and assess the
results. In time, youll develop an instinct for
what works in a particular situation.
With landscapes and other complex
scenes, getting an effective composition is a
challenge. Typically, a good landscape
composition has a strong beginning, middle
and end, like a book. By incorporating
something of interest in the foreground, you
present a viewer entry point at the bottom of
the frame, making the image more dynamic.
Yet the best landscape pictures also lead the
eyes through the middle ground to the
background, the final point of interest. By
using this beginning-to-end concept when
composing, you can make more exciting
landscape photographs.
The rule of thirds suggests dividing a
landscape into thirds, balancing, for
example, one-third of the frame filled with
sky with two-thirds of the frame filled with
land. Ill often push the ratio to one-quarter
sky and three-quarters land, to emphasize a
particularly nice foreground. Try to keep key
elements like the horizon above or below the
midpoint for greater impact. What works
best is different with each scene.
Use the principles of dominance, pro-
portion and scale to make your pictures
stand out. To show how imposing a bison is,
fill the frame with just its head, with little
space around it. Use contrasting colors to
highlight the dominant focal point, such as
Leaf on cracked mud, Utah. As I watched through
the viewfinder, I walked around this leaf, turning
the camera until I found a position that felt right.
Here, the eye enters from the left and travels to
the right at an angle, whether you choose the
upper or lower crack to follow.
framing a yellow tulip in a sea of red ones.
Try using selective focus as well to heighten
the subjects dominance.
Proportion is often overlooked in compos-
ing images. Obviously, the larger an element
in the picture the more it dominates the scene,
yet the opposite can also be true, if the subject
stands out from the surroundings by contrast.
Proportion also expresses the scale of the
elements in relation to one another. To show
the height of a towering cliff, for example,
you might frame trees at the bottom edge
dwarfed in size in comparison to the cliff.
Depth is often what makes outdoor
pictures work. You can give a picture the
illusion of depth with perspectiveshowing
a decrease in the size of the elements as they
recede into the background. A strong
foreground element pulls the viewer into the
picture while imparting a sense of depth in
the scene. Selective focus on the foreground
can suggest depth. But not every composi-
tion needs depth. A flattened perspective,
like the one in my leaf image (previous
page), can create a striking, graphic image
with a strong composition.
With an awareness of these principles
and practice, you, too, will come to know
when the framing is right, and feel it when it
all comes together in the viewfinder. I
OUTDOORS
Monument Valley, Utah. Rainbows can be a strong
line in a picture. By placing the butte off-center,
I gave a lot of space for the rainbow to stretch
out. The rainbow pulls us to the right, but the
mass of the butte serves as a visual anchor to
pull us back. The resulting tension makes this
composition dynamic.
Bear cubs, Alaska. The angled heads of these
twin cubs made this composition work. The eye
moves from the left to the right bear, moving
downward in the direction they are looking.
photographi c desi gn
112 www.ppmag.com
What I was doing probably seemed illogical to most people, says Teri Fode,
who determined the kind of clients she needed, how to market to them,
and what her average sale needed to be before she even hung her shingle.
Ahead of the game
The senior portrait business is anything but random for Teri Fode
he granddaughter of the owners of a
successful studio in Chico, Calif., Teri Fode
cut her teeth in the portrait business. But at
18, she decided the business of business
suited her better, and soon landed a high-
paying job in the corporate sector. It turned
out to be less interesting than she thought.
Fode regretted not going into photography,
which she loved, but concedes, If Id gotten in
at 18, it would have been a much longer road
for me. Now that shed honed her business
smarts, she began putting them to good use
in creating a five-year plan for a return to
her first love, plotting a gradual transition so
as to avoid taking a painful hit in her income.
What I was doing probably seemed
illogical to most people, says Fode. She
knew she had to hit the ground running. I
determined the kind of clients I needed,
where they were, how to market to them,
and what my average sale needed to be.
Seniors would be an integral part of her
business, and Fode knew she faced com-
petitors that were bigger, older and more
widely known. Shed simply have to carve
out a unique niche in the Sacramento
market, and promote her business as a
premier boutique studio, specializing in
custom location portraiture.
We do not shoot or show in the studio,
says Fode. Were known for being customized.
We hand-deliver everything. We consult and
design in the clients home, and they love that.
Six years in, Fode is still uncertain that a retail
space is in her future. Its a huge differen-
tiator, and shes not ready to lose that edge.
Fode pinpointed a number of what she calls
SENIORS By Stephanie Boozer
All images Teri Fode
T
We can make a location
look 20 different ways.
The key to seniors is
that they want to be
unique, and their
buzzword for it is random.
We talk about these
hidden locations, and
how their sessions wont
look like anyone elses.
premier locations around Sacramento. We
know the lighting in the morning versus the
afternoon versus the evening, says Fode. We
can make a location look 20 different ways. The
key to seniors is that they want to be unique,
and their buzzword for it is random. We talk
about these hidden locations, and how their
sessions wont look like anyone elses.
Fode is also careful to cater to the seniors
parents. Her Web presence is definitely on the
fashion photography side, but her sessions
include grownup-pleasing shots, too. Even
in California, some people dont want images
with the look of an Urban Outfitters or
Anthropology ad hanging in the living room.
We know the seniors do 90 percent of the
choosing of the photographer, and that theyre
going completely from the Web, says Fode.
But mom and dad are paying and were con-
scientious of that. It also defines who we are
different from your average on-location studio.
Fode is determined to stay updated and
interesting online. I can attribute at least
$50,000 a year to my blog, says Fode. We
use it specifically to market to people who
might not otherwise know about us.
After each senior session, Fode chooses
two or three images for a sneak peek on her
blog. Its the sweet spot she says, when
theyre still high with the excitement over
the shoot and itching for something to
share. As a motivator to drive people to her
blog, she rewards seniors with free wallet
prints when they get more than 10
comments posted under their sneak peek.
The ploy brings in at least two referrals a
month, and not exclusively seniors. Sometimes
its a baby or a family portrait, because she
rotates images from other galleries into the
prime spot at the top of the page.
During sales presentations, Fode offers
other motivators for committing to a larger
purchase, and will throw in graduation
announcements or 3x3 accordion wallet books.
Once she gets the commitmentand collects
the paymentfor an art book or collage, she
SENIORS
gives the clients the option to select the
images for that collection later, which
alleviates the pressure. Back in the office,
she e-mails an order sheet with an add-on
section of products that will complement
the items purchased. It works like a charm.
About 80 percent come back in with
add-ons, says Fode. Add-on sales have been
huge for us, but I dont think clients would
do it if they had to call in and order. We make
it easy for them to take advantage of it.
Fode feels that the basic sales tactics are still
the most effective. New photographers need to
know how to run a business and create salable
images, she says. The established ones need
to maintain that hunger to stay on top and
keep their edge. There are so many things to
our advantage because we dont have a full
studio. We know our strengths and continue
to put a fresh spin on them. I
Get your own sneak peek of Fodes work at
terifodephotography.com.
SENIORS
FREE SHIPPING
ON THOUSANDS OF ITEMS
30-DAY
MONEY BACK
GUARANTEE
FREE SAME DAY SHIPPING
FREE SHIPPING
ON THOUSANDS OF ITEMS
FOR DETAILS VISIT ADORAMA.COM / 800.223.2500
$ 0
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0
SLR Digital Cameras
D7000
A high-quality mid-class
D-SLR that responds to user
demands with a variety of the
latest camera technologies
and functions for high-quality,
high-denition shooting, all in
a durable, high-performance,
yet compact body. 16.2MP,
1080HD Movie
STARTING AT
$1199.95
5D Mark II
Features a huge, full-frame
sensor. A 21.1-megapixel
CMOS sensor delivers images
of up to 5616 x 3744 pixels. It
is the rst digital EOS to offer
recording of Full HD video
in Live View Mode. Capable
of shooting clips almost half
an hour long at full 1080
resolution
STARTING AT
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K5
Go ahead and feed your
photography obsession with
the PENTAX K-5. For you,
capturing that great shot isnt
a casual interest. Its a part
of your life. One spectacular
image after another. This
camera is the perfect piece
of equipment to help you get
your photo x.
STARTING AT
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SLT A55
Change the way you
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STARTING AT
$749.99
All images Nancy Poole
LIFE
SECOND
After a second chance
at life and career,
Nancy Poole is happy
and healthy in both
BY STEPHANIE BOOZER
ifes road is seldom easy or clear-cut, as Nancy Poole can
attest. She grew up in Lawton, Okla., and moved to
Broken Arrow, where she still resides, and became a teacher, then a principal of an
elementary school. I always knew I wanted to be a teacher, she says. I love the kids, the
creativity, the challenges. It is such as rewarding career. But in the 31st year of that career,
Poole was given a diagnosis of lupus and
scleroderma, the disease that led to her
mothers death at age 59. Poole chose
retirement, rest and recovery. Within a year,
her symptoms had all but disappeared.
Im not one who can sit back and do noth-
ing for very long, says Poole. Id always been
involved with the arts, had grown up with
parents who valued photography, and I always
had a camera in hand. I started thinking
about turning my passion into a career.
Unschooled in the business of photography,
Poole joined PPA and avidly soaked up infor-
mation in classes and workshops presented
by the organization and its affiliates. Now

I have a few lighting techniquesthat seem to


draw seniorsto me. One is the high-key
setup with a Larry Peters Eyelighter. A lot of my
seniors ask for that. They love the soft,
glamorous white look I get from that.
six years into her new career, Poole is as
passionate and excited as ever. The struggles
along the way, she says, made me realize
the importance of each and every moment
of every day, that life is short and you should
make sure to do in life what you want to do.
We caught up with Poole to find out
more about her approach to senior portrait
photography.
Tell us about your studio.
I have a home-based studio. Its surprising
the different looks I can get out of my small
space. I have rails for my lighting and a
background roller system for my backdrops,
so the floor is clear of stands with legs. A
recent ad by my lab, White House Custom
Colour, features my wall displays, wallets
hanging from ribbons on a spiral tree,
photo cards in a card carousel, and the
corner shelf system display holding all the
products I offer. I do my sales presentations
on a big-screen TV. An upstairs room holds
my workflow wall bins, packaging, and
office files.
Whats your philosophy on shooting seniors?
What do you feel sets you apart?
I enjoy every aspect of it. I have a very close
relationship with my own daughter, so I try
to make it a special mom-and-senior
experience and give them, their day.
Going through the clothing they bring and
coming up with unique styles to show their
personalities is so much fun for melike
playing Barbie! With the fan blowing, the
music playing and peeks at the images in-
camera from time to time, they oooh! and
aaah! and feel like models for a day. I
used to worry about being able to give
them a total experience in my home studio,
but they often say they love the coziness of
the place and the one-on-one, non-rushed
feeling here.
Any tips or tricks for getting them comfortable
in front of the camera, especially the guys?
I shoot quite a few guys. I joke around with
them, say its painless, and if they work with
me it will be over faster. I tell them I
appreciate their being here because theyll
be sending lots of girls to my website. I
have two grown sons of my own, one in
Boulder, Colo., the other in San Juan,
Puerto Rico, who have such adventurous
and interesting lives, and I can easily get
into stories about my them, which helps me
lead them into telling about themselves.
What are your popular seniors products?
My seniors almost always purchase an
album to get the most images from their
session. Wallets are still a big thing here,
and I almost always sell a wall portrait. I
give my seniors a Facebook image for every
$200 they spend in prints.I sell digital
images at a premium because no further
sales will be made from those files. The
more they purchase in print items, the lower
the price of those add-on digital images.
How do you identify and reach your
senior market?
Facebook has been amazing for me. I pub-
lish a seniors pictures, which gets about
100 OMG! You look awesome! com-
ments, and then I start getting messages
from the commenters asking about doing a
session with them. Its hands-down the
easiest and cheapest way to advertise. I do
also have a spokesmodel program. Current
model reps talk to the rising seniors they
think would represent my business well.
What do your seniors say about you?
I have a lot of energy and have fun making
them feel beautiful, but I often wonder if my
age is a negative factor in their experience.
But over and over, my seniors tell me resound-
ingly, No!, and they had so much fun. To
sum up my thoughts on my job: Theres the
thing you do for a living and then theres the
thing you were born to do. If you dream to
make them one and the same, what a lucky
person youll be. How many people are lucky
enough in life to have had not one but two
careers they loved?
What sets you apart from your competition?
I have a few lighting techniques that seem
to draw seniors to me. One is the high-key
setup with a Larry Peters Eyelighter reflector.
A lot of my seniors ask for that. They love the
soft, glamorous white look I get from that.
The other is my outdoor pictures. According
to the time of day, I use Canon off-camera
flash or have a dolly set up with an AlienBees
B1600 with a beauty dish or soft box, and a
Vagabond II battery and PocketWizards to
get those dark blue skies and great lighting
on the senior. This fall, a high school
football team asked me to do their senior
poster. We did an old school Boys of Fall
theme, and in Photoshop I applied a de-
saturated brown with textures. Then I did
several of the boys individual senior
pictures. Theyd won two state champion-
ships and I had them wear those huge rings
with their uniforms, and used the same
grungy Photoshop technique. I posted them
on Facebook labeled Boys of Fall. The guys,
the parents, and the boosters all loved it.
What about this specialty do you most enjoy?
Its been fun to do sessions with seniors who
went to the elementary school when I was
the principal. I love working with them,
finding out about their classes, their senior
year activities, their hopes for after high
school, their dreams for their future. It is a
fun challenge to find that look in the eye,
facial expression, pose or sweep of the hair
that makes them feel the most beautiful or
handsome theyve ever felt in their entire
life, and to be able to look back at that
picture years from now and remember
it as their moment before stepping into
the future. I
See more of Nancy Pooles portfolio and read
her blog at nancypoole.com.
Stephanie Boozer is a freelance writer in
Charleston, South Carolina.


S
n
e
z
a
n
a

Z
h
a
n
a

A
n
d
o
n
o
v
eople say that when one door closes another opens. But
sometimes none of them closemore just open. Thats
why I believe in getting to know as many people as I can,
and PPA and Imaging USA are the perfect resources. We
never stop learning from each other. For me, it started
with the camera my grandfather brought back when he
was released from a German POW camp. It continued
with me winning my own rst camera during a 5th-grade
candy sale. And I never stopped. I went straight to PPA,
and theyve been there for me every step of the way.
Milovan Miles Andonov
M.Photog.Cr., CPP
Miles Photography
PPA member since 1994
Your Success is Our Business

www.PPA.com
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Page 1
18-200/3.5-5.6 DX G
AF-S ED-IF VR II Digital Lens
Exclusively designed for Digital SLRs
35mm equiv.
27-300mm
VR II Vibration Reduction
SWM (Silent
Wave Motor)
3.5-22 f/Stop Range
Focus 1.6' to Infnity
Weight 19.8 oz
SB-900 Speedlight
i-TTL Shoe Mount Flash
Guide No. 131'
Recycling Time
4.5 Seconds
Bounce & Swivel Head
Zoom Head (17-200mm)
Stroboscopic Effect
AF-Assist Illuminator
Safety lock on fash shoe
Weight 14.6 oz
AF Flashes (USA)
SB-400 ............................................... CALL
SB-700 ............................................... CALL
SB-900 ............................................... CALL
R1 Wireless Twin Flash ......................... CALL
R1C1 Wireless Twin Flash System ......... CALL
DX ED-IF Lenses for Digital Only (USA)
10.5/2.8 Fish-Eye ........................... $679.95
85/3.5 G VR Micro (52) ................. $476.95
10-24/3.5-4.5 G AF-S (77) ............ $799.95
12-24/4 G AF-S (77) .......................... CALL
16-85/3.5-5.6 G AF-S VR (67) ....... $619.95
17-55/2.8 G AF-S (77) ............... $1,359.95
18-55/3.5-5.6 G AF-S II (52) ......... $109.95
18-55/3.5-5.6 G AF-S VR (52) ....... $179.95
18-105/3.5-5.6 G AF-S VR (67) ..... $359.95
18-200/3.5-5.6 G AF-S VR II (72) .. $759.95
55-200/4-5.6 G AF-S (67) ............. $179.95
55-200/4-5.6 G AF-S VR (67) ........ $219.95
55-300/4.5-5.6 G AF-S VR (58) ..... $359.95
D-Type AF Lenses (USA)
14/2.8 D ED ................................ $1,649.95
16/2.8 D (39) with Hood ................ $919.00
20/2.8 D (62)................................ $564.95
24/2.8 D (52)................................ $359.95
24/3.5 D ED PC-E (77) ............... $1,974.95
28/2.8 D (52)................................ $259.95
35/2.0 D (52)................................ $359.95
45/2.8 D ED PC-E Micro (77) ...... $1,849.95
50/1.8 D (52)................................ $124.95
50/1.4 D (52)................................ $324.95
50/1.4 G AF-S (58) ............................ CALL
60/2.8 D Micro (62) (1:1) .............. $459.95
60/2.8 G AF-S ED Micro (62) ......... $539.95
85/1.8 D (62) with Hood ................ $429.95
85/1.4 D IF (77) ......................... $1,189.95
85/1.4 G AF-S (77) .................... $1,699.95
105/2.8 G AF-S ED-IF VR Micro (62) .. $889.95
105/2.0 DC D with Hood (72) ..... $1,079.95
180/2.8 D ED-IF (72)..................... $849.95
200/4 D ED-IF Micro (62) ........... $1,619.00
300/4.0 D AF-S ED-IF (77) ......... $1,344.95
300/2.8 G AF-S VR (52-R) .................. CALL
14-24/2.8 G AF-S ED-IF ............... $1,784.95
16-35/4.0 G AF-S ED VR (77) ............. CALL
17-35/2.8 (77) .......................... $1,699.00
24-70/2.8 G AF-S ED-IF (77) ...... $1,699.95
24-85/2.8-4.0 D (72) .................... $679.95
24-120/4.0 G AF-S ED VR (77) ... $1,179.95
28-300/3.5-5.6 G AF-S ED VR (77) .... $959.00
70-200/2.8 G AF-S ED-IF VR (77) ....... CALL
70-300/4.5-5.6 G-AFS VR (67) ...... $519.95
80-200/2.8 D with Collar (77) ..... $1,099.95
80-400/4.5-5.6 D VR (77) .................. CALL
200-400/4 G AF-S ED-IF VR II (52) ...... CALL
TC-14E II (1.4x) Teleconverter ............... CALL
TC-17E II (1.7x) Teleconverter ............... CALL
TC-20E III (2x) Teleconverter ................. CALL
EOS Flash System (USA)
270EX ............................................$144.00
430EX II .........................................$280.00
580EX II .........................................$445.00
MR-14EX Ringlight ..........................$494.00
MT-24EX Twin Flash ........................$726.00
EF-S Lenses For Digital Only (USA)
Note: Compatible with the 20D, 30D,
40D, 50D & Digital Rebel only
60/2.8 USM Macro (52) .................$422.00
10-22/3.5-4.5 USM (77) ...............$770.00
15-85/3.5-5.6 IS USM (72) ...........$720.00
17-55/2.8 IS USM (67) ...............$1,060.00
18-55/3.5-5.6 IS (58) ...................$170.00
18-135/3.5-5.6 IS (67) .................$450.00
18-200/3.5-5.6 IS (72) .................$595.00
55-250/4.0-5.6 IS USM (58) ............. CALL
EF Lenses (USA)
15/2.8 ...........................................$649.95
20/2.8 USM (72) ...........................$469.95
28/1.8 USM (58) ...........................$459.00
35/2 (52) ......................................$299.00
50/1.8 (52) .....................................$99.95
50/1.4 USM (58) ...........................$344.00
50/2.5 Macro (52).........................$265.00
85/1.8 USM (58) ...........................$376.00
100/2.8 USM Macro (58) ...............$519.00
28-135/3.5-5.6 IS USM (72) .........$409.95
70-300/4-5.6 IS USM (58) ............$529.00
75-300/4.0-5.6 III (58) ..................$159.95
75-300/4.0-5.6 III USM (58) ..........$200.00
EF L Lenses (USA)
14/2.8 USM II ..............................$2,210.00
24/1.4 II (77) .............................$1,574.00
35/1.4 USM (72) ........................$1,369.95
50/1.2 USM (72) ........................$1,459.00
85/1.2 USM II (72) .....................$1,970.00
100/2.8 IS USM Macro (67) ...........$944.00
135/2.0 USM II (72) ......................$980.00
180/3.5 USM Macro (72) ............$1,370.00
200/2.0 IS USM (52) ..................$5,300.00
300/4.0 IS USM (77) ..................$1,250.00
300/2.8 IS USM (52 rear) .................. CALL
400/5.6 USM (77) ......................$1,200.00
16-35/2.8 USM II (82) ................$1,520.00
17-40/4.0 USM (77) .....................$750.00
24-70/2.8 USM (77) ..................$1,300.00
24-105/4 IS USM (77) ................$1,059.00
28-300/3.5-5.6 IS USM (77) ......$2,420.00
70-200/4.0 USM (67) ...................$636.00
70-200/4.0 IS USM (77) .............$1,210.00
70-200/2.8 USM (77) ................$1,300.00
70-200/2.8 IS II USM (77) ................. CALL
100-400/4.5-5.6 IS USM (77) ....$1,610.00
1.4x II Teleconverter ........................$309.00
1.4x III Teleconverter .......................$499.99
2x II Teleconverter ...........................$309.00
2x III Teleconverter ..........................$499.99

EOS-60D DSLR
1920 x 1080 HD Video Capture
DIGIC 4 Image Processor
SD/SDHC/SDXC Card Slot
Works with all Canon EF & EF-S Lenses
Vari-Angle Clear View 3.0" Flip-Out LCD
5.3 fps Continuous Shooting
ISO 6400 - Expandable to 12800
HDMI Output to HDTV
Body Only................................................... #CAE60D 18
Mega
Pixels
EOS-5D Mark II D-SLR
Record HD Video 1080p Movie Mode
21.1 Megapixel Full-Frame Sensor 3.0" High
Res. LCD SLR viewfinder Live View Mode
Uses Canon EF Lenses CF, MD Card Slot
Dust & Weather-Resistant USB 2.0
Self Cleaning Sensor 3.9 fps Burst Mode
9-point AF Sensor Array ISO Range 50-25600
Body Only..................................................#CAE5D2
Kit with 24-105mm IS ...................... #CAE5D224105 21
Mega
Pixels
EOS-7D D-SLR
Record HD Video 18 Megapixel Sensor
3.0" LCD 100% Viewfinder
Uses Canon EF Lenses CF, MD Card Slot
Dust & Weather-Resistant 8 fps Burst Mode
Selectable Video Exposure and Frame Rates
New 19-Point, All Cross-Type AF System
ISO 100-6400 (expandable to 12800)
Body Only............................................... #CAE7D
Kit with 28-135mm IS ................... #CAE7D28135 18
Mega
Pixels
EOS-1Ds Mark III D-SLR
Full-Frame CMOS Sensor Self-Cleaning Sensor
Weather Resistant Body SLR viewfinder
3" LCD Monitor with Live View
Uses Canon EF Lenses USB 2.0
SD/SDHC & CF card slots
UDMA-compliant CompactFlash
Picture Style Settings ISO 100-1600
Powerful Bundled Software 5 fps Burst
Body Only........................................... #CAE1DS3 21
Mega
Pixels
EOS-1D Mark IV D-SLR
HD Video Recording
Selectable Video Exposure + Frame Rates
Self-Cleaning Sensor SLR viewfinder
3" LCD Monitor Uses Canon EF Lenses
SD/SDHC & CF card slots
10 fps Burst Mode Dust & Weather Resistant
45 Point AF System USB 2.0
High Sensitivity (ISO 102,400)
Body Only.............................................. #CAE1D4* 16
Mega
Pixels
Digital Rebel T2i D-SLR
3 Clear View LCD with Advanced Live View
Uses Canon EF Lenses (1.6x factor)
SD/SDHC Card Slot
3.7 fps Continuous Shooting
ISO Expandable to 12,800
RAW and/or JPEG
Eye-Fi Menu Status Indicator Support
Body Only............................................... #CAEDRT2I
Kit with 18-55mm IS............................. #CAEDRT2IK 18
Mega
Pixels
Call for Available Rebates
Lumix DMC-GH2 DSLR
1920x1080 60i HD Video SD/SDHC Card Slot
Touch Screen Control for Stills/Video
Capture in JPEG or RAW 3" Free-Angle LCD
Compact Micro 4/3 Design Dolby Stereo
Sound with Video Dust Reduction Sstem
High Sensitivity Up to ISO 12800
iA (Intelligent Auto) Mode Stills/Video
MEGA O.I.S. (Optical Image Stabilizer)
Kit Black or Silver with 14-42mm .#PADMCGH2K* 16
Mega
Pixels
Call for Available Rebates
E-5 DSLR
RAW & JPEG Still Image Formats
3" Dual Axis Swivel HyperCrystal LCD
4/3 Full Frame Zuiko-Specific Lenses
Olympus TruePic V+ Image Processor
CF & SDHC/SDXC Card Slots
Splashproof and Dustproof
1280 x 720p HD Video Capture
Mechanical Image Stabilization
Body Only................................................. #OLE5 12
Mega
Pixels
10-22/3.5-4.5
EF-S USM Digital Lens
Exclusively designed for Digital SLRs
35mm equiv.
16-35mm
3 aspherical
lens elements
3.5-27 f/Stop Range
Minimum focus 9.5"
77mm flter diameter
Weight 13.6 oz
580 EX II
Shoe Mount Flash
Guide No. 190
Dust- & water-resistance
Metal Hot Shoe
Superior build quality,
including a metal foot
for higher rigidity
Bounce & Swivel Head
Zoom Head (24-105mm)
Weight 13.2 oz
032011
Page 2
The Professionals Source
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and Accessories ............. #64
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and Backgrounds ............#78
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D3000 D-SLR
Compact Design
3" LCD Monitor 3 fps Burst Mode
SD, SDHC (High Capacity) Card Slot
Accepts Nikon AF Lenses (1.5x factor)
Self Cleaning Sensor ISO 100-1600
Fast Shutter Response USB 2.0
In-camera Editing
Nikon Inc. limited warranty included
Kit with 18-55mm VR DX ............... #NID30001855
D3100 DSLR
HD 1080p Video w/ Sound & Autofocus
3 LCD Live View
Uses Nikon AF Lenses (1.5x factor)
SD/SDHC Card Slot 11-point Autofocus
3 Frames per Second Shooting
ISO 100 to 3200 (Expand to 12800-Hi2)
Self Cleaning Sensor
Nikon Inc. limited warranty included
Kit with 18-55mm VR .....................#NID31001855
D90 D-SLR
D-Movie mode record 720p HD movie clips
3.0" LCD Monitor Uses Nikon AF Lenses (1.5x factor)
GPS geo-tagging SD/SDHC Card Slot
SLR viewfinder Scene Recognition System
4.5 fps Burst Nikon Inc. limited warranty included
Active D-Lighting ISO 100-3200
Self Cleaning Sensor In-Camera Image Editing
Body Only.................................................. #NID90
Kit with 18-105mm VR ......................#NID9018105
K-r DSLR
720p HD Video
11 Point SAFOX IX Autofocus System
In-Camera HDR Image Capture
IrSimple Infrared Data Transfer
3" LCD monitor with Live View
Uses Pentax AF Lenses (1.5x factor)
SD/SDHC Card Slot 6 FPS Frame Rate
ISO 100-25,600
Body Only............................................... #PEKR*
D700 D-SLR
Self Cleaning Sensor
Full Frame Sensor Live View USB 2.0
3" VGA LCD Monitor HDMI Video Out
Uses Nikon AF Lenses CF Card Slot
Dust and Water Resistant ISO 6400
Active D-Lighting Mode 5 fps Burst
Nikon Inc. limited warranty included
Body Only............................................. #NID700
Kit with 24-120mm VR .................#NID70024120
D3s D-SLR
RAW/JPEGs & 720p HD Video @ 24fps
Full-Frame CMOS Sensor
In-Camera RAW Processing
3" LCD with Live View Uses Nikon AF Lenses
Buffers Up to 48 RAW or 130 large JPEGs
Built Tough, Fully Weathersealed
ISO 102,400 Dual CF Card Slots
Nikon Inc. limited warranty included
Body Only............................................. #NID3S
Flash System
FL-36R Flash ......................................................... $229.95
FL-50R Flash ......................................................... $499.95
Zuiko 4/3 System Digital Lenses
35/3.5 Macro ED (52) .......................................... $229.95
50/2.0 Macro ED (77) .......................................... $499.95
7-14/4.0 ED (72) .............................................. $1,799.95
11-22/2.8-3.5 ED (72) ......................................... $799.95
12-60/2.8-4 ED SWD (72) .................................... $999.95
14-42/3.5-5.6 ED (58) ......................................... $249.95
18-180/3.5-6.3 ED (62) ....................................... $499.95
EC-14 1.4x Teleconverter ....................................... $439.95

AF Flash System
AF-360FGZ ........................................................................
AF-540FGZ ........................................................................
SMCP-DA Digital AF Lenses
21/3.2 AL Limited Pancake (49) ......................................
40/2.8 Limited Pancake (49) ...........................................
70/2.4 Limited Pancake (49) ...........................................
10-17/3.5-4.5 ED IF (77) ..................................................
16-50/2.8 ED AL IF SDM (77) ............................................
18-55/3.5-5.6 AL II (52) ....................................................
50-135/2.8 ED IF SDM (67) ...............................................
50-200/4-5.6 ED WR (52) .................................................

Flash System
HVL-F42AM ........................................................... $299.99
HVL-F58AM ........................................................... $499.99
Digital Lenses
50/1.4 (55) .......................................................... $369.99
100/2.8 Macro (55).............................................. $679.99
500/8 Refex ......................................................... $749.99
16-80/3.5-4.5 DT Carl Zeiss (62) ......................... $749.99
11-18/4.5-5.6 DT (77) ......................................... $699.99
18-200/3.5-6.3 DT (62) ....................................... $529.99
70-200/2.8 G APO (77) ..................................... $1,799.99
75-300/4.5-5.6 (55) ............................................ $249.99
58 AF-2 TTL
Shoe Mount Flash
Guide No. 58'
Full TTL Mode
Zoom Head (24-105)
Bounce & Swivel Head
Update via USB Port
Weight: 12.8 oz
#ME58AF2* ............................ $400.00
285HV Professional
Auto Shoe Mount Flash
Guide No. 120'
Automatic exposure
range to 70'
4 auto f/stop settings
Removable sensor
Bounce Head
Zoom Head (28-105) Weight 14.9 oz
#VI285HV .................................. $89.95
Qfash TRIO
Parabolic Refector Flash
Guide No. 110'
Bounce and
Swivel Head
Built-In FreeXwire
Radio Wireless TTL
High Speed Sync
USB Port TTL compatible
#QUQF8* ................................. $875.00
622 Super Pro TTL
Handle Mount Flash
Requires Head
TTL with appropriate module
Guide No. 200
Bounce & swivel
Auto f/Stops f/2.0, 2.8,
4.0, 8.0, 5.6, 11 & 16
Vari-Power
#SU622S* ............................... $196.95
10
Mega
Pixels
14
Mega
Pixels
12
Mega
Pixels
12
Mega
Pixels
D7000 DSLR
EXPEED 2 Image Processor 3" LCD Monitor
1080p HD Video Capture 39-point AF System
RAW + JPEG Still Image Capture
Accepts Nikon AF Lenses (1.5x factor)
Twin SD/SDHC/SDXC Card Slots
RGB 3D Matrix Metering System
i-TTL Flash + Speedlight Compatibility
Nikon Inc. limited warranty included
Body Only........................................... #NID7000 16
Mega
Pixels
12
Mega
Pixels
12
Mega
Pixels
Integra Pro Plus Super Size
Three Monolight Kit
3x Integra Pro Plus 500Ws
Monolight Ultra III Softbox
Strobe Wizard Plus
Remote Transmitter
2x 32" Umbrellas
22" 5-in-1 Refector
3x 8'Alu Light Stand II
Accessories
Case with Wheels
#HEIPPSSK ......................................................... $2,499.95

Tota Light 2-Light Kit
Full Rotation
Adjustable Doors
Multi-Wattage,
Multi-Voltage
2 Tota-Lights
2 10' Light Stands
2 Tota-Brellas - White
Impact Light Kit Bag #3
#LOTLK ...............................$367.95
w/o case #LOTLKQ .............$349.95
Background System
Background Stands
Economy ........................... $64.95
Port-A-Stand ................. $112.95*
Multi 3 Polevault ........... $219.95
Paper Backgrounds
Available in 48 Colors
53 x 12 yds ...................... $24.95
107 x 12 yds w/Core ........ $39.95
* FREE!
Roll of
White Paper
w/ Purchase
Alpha SLT-A55 DSLR
Translucent Mirror for Fast Focus
921K Dot 3" Tiltable LCD screen
Uses Sony Alpha (compatible with Minolta
Lenses (1.5x factor) Built-In GPS
Full HD 1080/60i Video Up to ISO 12800
3D Sweep Panorama Mode
Quick AF for Full HD Movie Capture
10 FPS Continuous Shooting
Body Only........................................... #SOSLTA55* 16
Mega
Pixels
Meghan and Matt Feyerabend
of Aus10 Photoartists tap social
media and graphic arts experience
to build a popular senior studio
BY LORNA GENTRY
FRESH
We look everywhere for inspiration,
including popular clothing stores.
We look at magazines and advertising
to see what the kids are looking at.
MATT FEYERABEND
All images Aus10 Photoartists
girl recently when she mentioned loving
Justin Bieber. Hes a child! Meghan
remembers thinking. Yeah, we thought he
appealed only to middle school kids, Matt
sighed. Maybe were not as in touch with
seniors as we thought we were.
Marketing to teenagers is like trying to hit
the bulls eye on a moving target, and an ever-
accelerating one at that, thanks to rapid changes
in technology. This year we had one senior
tell us she didnt want wallet-size photos
because no one passes them out anymore,
Meghan says. What are seniors doing
instead, she asked the teen. She answered
with one word: Facebook. That was a heads
up for the Feyerabends. They needed a
digital alternative to wallets.
The couple already knew the power of
Facebook, and relied on it heavily in their
marketing. Mailings are expensive and we
130 www.ppmag.com
t was a sober-
ing moment.
Meghan and Matt
Feyerabend, the
husband-and-wife
teamwho run Aus10
Photoartists in Siloam
Springs, Ark., were
photographing a senior
just dont get a return on it, Meghan says.
So they blog, tweet and continually update
their Facebook page with recent photos.
Those social media efforts are generating
buzz and spreading news like wildfire in
the high school senior community. But they
got singed, too.
We learned some bad things about social
media, says Meghan. The Feyerabends kept
noticing the illegal use of their pictures on
their seniors Facebook pages. Their solu-
tion is to provide seniors with a branded,
low-resolution image of each print pur-
chased so they can share them on Facebook.
Says Matt, We want seniors to share their
images because they value them. Recently
weve been educating our clients about what
copyright means and saying up front what
they can and cannot do with our images.
Most people respect that. Theres an art to
having that conversation in a friendly,
informative way without being defensive.
Most people arent trying to steal,
Meghan observes. Theyre just unin-
formed consumers. When the couple
packages print orders, they slip in a
copyright info card.
We had a senior tell us she didnt want
wallet-size photos because no one
passes them out anymore. That was a
heads up for the Feyerabends. They
needed a digital alternative to wallets.
As a gift, seniors get photo cards printed
with three of the best images from their
session. The cards flip side is printed with
the studio contact information. The pieces
are great advertising for Aus10, in large part
because their appealing photographic style
makes the teens look like modelsthey love
passing them around. The studios print lab
calls the cards bookmarks, but, Meghan
jokes, Nobody reads books anymore, so we
call them photo strips. It sounds cooler,
anyway, Matt chimes in.
FUNKY FRIENDS
Nomenclature isnt all thats cool at Aus10.
Both Feyerabends have a background in
graphic arts and are adept designers, and
their youth keeps them tuned into the
latest trends. The other studios in the area
are quite traditional, says Matt. So their
edgier approach to portraiture, design
and marketing differentiates their brand.
They started out photographing weddings
exclusively, and folded senior portraits
into the mix two years ago. Teen clients
trickled in at first, but as word spread,
business grew.
Early on, the Feyerabends aligned them-
selves with a popular hair salon, a very
smart move. The salons style somewhat
mimics ours: funky and different, with a
clientele that wants something unique,
Matt says. The salons owner also owns the
boutique clothing store next door. When
the owner proposed a tradepictures of
outfits modeled by teen girls in exchange
for free clothesthe Feyerabends were
delighted. When customers saw those
pictures on the boutique walls, they clam-
ored to book senior portrait sessions.
That sparked another idea: Throw a
glamorous photo party and invite a select
group of teen girls to have a free senior
portrait made. It was an immediate hit
134 www.ppmag.com
with students in all eight of the areas
high schools. Northwest Arkansas has a
small town feel, says Meghan. Everyone
knows everyone else, even in other
schools far away. Word spread from
one high school to another quickly.
This years models program was like a
red carpet makeover party, says Meghan.
It was a fun way to kick off the year. We
wanted these girls to feel like beautiful
VIPs, part of a select club. In partnership
with the salon, they gave 15 senior girls free
makeup and hairstyling, followed by
individual portrait sessions. The guests had
free run of the clothing store, too, to make
multiple costume changes.
To select this years models, the couple
appointed model scouts, teachers,
parents, school club members and last
years models, to nominate the teens. The
main criteria for the models was to be fun,
well-liked, and respected by their peers.
Explains Meghan, When their classmates
see the pictures, they associate the positive
feelings they have about that person with
our studio. Plus the models program gets
seniors excited, so they talk about it with
their friends.
The Feyerabends photograph seniors
together, usually on location. Weve been
surprised by many seniors wanting similar
things. Fields and rustic barns have been
the most popular settings, says Matt.
Some request pictures unlike anyone elses,
a welcome opportunity for the photogra-
phers to get creative. For one girl we created
a set that looked like the Anthropologie
clothing store, says Meghan. We took old
pages out of books and taped them to the
wall, hung vintage frames, and had old
stuff everywhere.
We look everywhere for inspiration,
including popular clothing stores, says
Matt. We look at magazines and adver-
tising to see what the kids are looking at.
Thats how we keep up with whats popular.
And we shop at those stores for ourselves.
Were older than they are, but we like a lot
of the same styles.
As long as theyre shopping together, the
Feyerabends have no worries about losing
touch with their young clients. I
To see more of Matt and Meghan
Feyerabends work, visit aus10.com.
136 www.ppmag.com
Professional Printers
Wide Format Printers
Professional Dye Sub Printers
Stylus Photo R2880
8 Color 13 Wide Inkjet
Color Printer, 5760 x 1440
Optimized dpi with USB
2.0 Interface, PictBridge
Stylus Pro 3880
Standard Edition 17
Inkjet Printer with USB
2.0 & 100Base-T Ethernet
Interface, UltraChrome K3
with Vivid Magenta Ink.
Stylus Pro 7890
24 Wide Format Inkjet
Printer, MicroPiezo TFP
Print Head, UltraChrome
K3, Accuphoto HD
Screening, USB 2.0 and
Ethernet Port Interface
Professional 9810
Up to 8 x 12 as fast as
45 seconds per 8x10 Print
speed of 45 sec
for rst print (8x10)
Stylus Photo R1900
13 Wide Inkjet Color
Printer, 8 Color,
with USB 2.0
Stylus 4880
17 Colorburst Inkjet
Printer, 2880 x 1440 dpi
Resolution,
16-bit Printer Drivers
with USB 2.0 & Ethernet
Interfaces
Stylus Pro 9890
44 Wide Format Inkjet
Printer, MicroPiezo TFP
Print Head, UltraChrome
K3, Accuphoto HD
Screening, USB 2.0 and
Ethernet Interface
CP-3800DW
Digital Color Photo Printer
8 x 12 Prints,
112 MB Memory, USB 2.0
Stylus Photo 1400
13 Wide Inkjet Color
Printer, 6 Color, with
Direct CD/DVD Printing,
Hi-Speed USB 2.0
Stylus Pro 4900
17 Designer Edition Inkjet
Printer, 2880 x 1440 dpi,
USB 2.0 and Ethernet Port
Interface
Designjet 111
24 inch Large-Format
Color Inkjet Printer - Roll
A1 (24 in), 1200 dpi x 600
dpi, Parallel, USB
P510
Dye-sub mobile
studio photo printers
Pixma Pro 9000
Mark II
Inkjet Photo Printer
with 4800 x 2400 dpi
Resolution, USB 2.0
Hi-Speed Interface
imagePROGRAF
iPF6350
24 inch Inkjet Printer
with 2,400 x 1,200 dpi
Resolution, USB 2.0
Z2100 Designjet
24 Color Photo Printer
with USB 2.0 Interfaces
for Mac & Windows
ASK-4000
8 Thermal Dye
Sublimation Digital Photo
Printer with 300 x 600 dpi,
USB 2.0 Interface with 1
Free roll (200 prints) of
8x10 media.
Pixma Pro 9500
Mark II
Inkjet Photo Printer
with 4800 x 2400 dpi
Resolution, USB 2.0
Hi-Speed Interface
imagePROGRAF
iPF755
Large Format Photo Inkjet
Printer, 10 - 36 Width with
USB 2.0 Interface
imagePROGRAF
iPF5100
Photo Inkjet Large Format
Printer, 8 - 17 Paper
Width with Ethernet and
USB 2.0 Interface
imagePROGRAF
iPF8300
Photo Inkjet Large Format
Printer with 1 inch Wide
Dual Print Heads,
44 inch Paper
imagePROGRAF
iPF9100
Photo Inkjet Large Format
Printer, 8 - 60 Paper
Width with Ethernet and
USB 2.0 Interface
UPCR20L SnapLab
Digital Photo Dye
Sublimation Printer, 330
dpi, 10.4 Touch Sensitive
TFT Color Display
Photosmart Pro
B8550
Compact 13 x 19
Photo Inkjet Printer
with USB Interface,
for Mac & Windows
Portable Printer
300x400 dpi Photo Color
Printer with 5-in-1 Card
Reader
March 20-25
Triangle Institute of Professional Pho-
tography, Pittsburgh, Pa., Bill Penberthy,
724-869-5455, trianglephotographers
@verizon.net, triangleinstitute.org
April 10-15
New England Institute of Professional
Photography (NEIPP), Resort &
Conference Center, Hyannis, Mass.,
Rene Genest, 203-239-6331,
rgenest@storytellersphoto.com, neipp.com
May 1-6
Mid-Atlantic Regional School of
Professional Photography (MARS),
the Grand Hotel, Cape May, N.J.,
John Capone, 888-267-6277,
info@marsschool.com, marsschool.com
May 1-6
Texas School of Professional Photography,
InterContinental Hotel and Conference
Center, Dallas, Texas, Don Dickson, 806-
296-2276, ddickson@lonestarbbs.com,
texasschool.org
May 2-6
Wisconsin Professional Photographers
School at Treehaven, Tomahawk, Wis.,
Dennis McGill, 715-369-1226,
dmcgill@frontiernet.net,
www.wiprophotoschool.org
May 22-27
Imaging Workshops of Colorado, Littleton,
Colo., Jeff Johnson, 303-921-4454,
director@coloradoworkshops.com,
coloradoworkshops.com
June 5-9
Florida School of Professional Photography,
Daytona State College, Daytona Beach, Fla.,
Marybeth Hamberger, 954-426-2562,
mhamberger@comcast.net, fpponline.org
June 5-9
Kansas Professional Photographers
School, Bethel College, Newton, Kan.,
Ron Clevenger, 785-242-7710,
rnstudio@swbell.net, kpps.com
June 5-9
Mid-America Institute of Professional
Photography, University of Northern Iowa,
Cedar Falls, Iowa, Charles Lee, 641-
799-8957, maipp@pcsia.net, maipp.com
June 12-16
Illinois Workshops, Pere Marquette,
Grafton, Ill., Bret Wade, 217-245-5418,
bcinc1@yahoo.com, ilworkshops.com
June 12-17
West Coast School of Photography,
University of San Diego, San Diego,
Calif., Kip Cothran, 951-696-9706,
info@westcoastschool.com,
westcoastschool.com
June 19-24
Great Lakes Institute of Photography, Ann
Arbor, Mich., Gregory Ockerman, 248-
946-1193, gjodigital@aol.com, GLIP.org
July 10-14
Image Explorations, Shawnigan Lake,
British Columbia, Don MacGregor, 604-
731-7225, don@macgregorstudios.com,
imageexplorations.ca
July 17-22
PPSNYS Photo Workshop,
Hobart/William Smith Colleges, Geneva,
N.Y., Linda Hutchings, 607-733-6563,
linda@ppsnysworkshop.com,
ppsnysworkshop.com
July 31-August 4
East Coast School Photographic Workshops,
Raleigh, N.C., Victoria Kelly, 919-466-7478,
vkelly@victoriakellyphotography.com,
eastcoastschool.com
August 1-4
Long Island Photo Workshop,
Sheraton Long Island Hotel, Smithtown,
N.Y., Jerry Small, 516-221-4058,
jerry@jsmallphoto.com,
liphotoworkshop.com
September 11-16
Georgia School of Professional Photography,
North Georgia Technical College, Clarkesville,
Ga., Kevin Jiminez, 706-854-8885,
kevjiminez@aol.com, gppaschool.com
Send all additions or corrections to:
Affiliated Schools, Professional Photog-
raphers of America, 229 Peachtree
Street, N.E., Suite 2200, Atlanta,
GA 30303.
138 www.ppmag.com
2011 Affiliate Schools Schedule
PPA Members receive both merits and the best published prices.
ARK-LA-TEX Color Lab (altcolorlab.com) . . . . . . . . . . 145
Advanced Photographic Solutions (advancedphoto.com) . . . 147
Adorama (adorama.com) . . . . . . . . . . . . . 117, 133, 135, 137
Albums Unlimited (albumsunlimited.com) . . . . . . . . . . 149
Alien Skin Software (alienskin.com) . . . . . . . . . . . . . . . . 9
American Color Imaging (acilab.com). . . . . . . . . . . . . . . . 6
American Student List (studentlist.com) . . . . . . . . . . . 151
Animoto (animoto.com/go/moredoug) . . . . . . . . . . 63, 150
Asukabook (asukabook.com). . . . . . . . . . . . . . . . . . . . . 47
B&H Photo-Video (bhphotovideo.com) . . . . . . . . . 126-127
Barbour Backdrops (barbourbackdrops.com) . . . . . . . . . 71
Bay Photo Lab (bayphoto.com) . . . . . . . . . . . . . . . 77, 144
Black River Imaging (blackriverimaging.com) . . . . . 15, 148
CPQ (cpq.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 147
Calumet (calumetphoto.com). . . . . . . . . . . . . . . . . . . . . . 5
Candid Color Systems Inc. (candid.com) . . . . . . . . . . . 146
ChromaLuxe (chromaluxe.com) . . . . . . . . . . . . . . . . . . . 73
Coda Inc. (codamount.com) . . . . . . . . . . . . . . . . . . . . . 150
Collages.net (collages.net/products). . . . 49, 53, 55, 57, 59
Color Incorporated (colorincprolab.com) . . . . . . . . . . . . 145
Contemporary Photography/J. Hartman (jhartman.com) . . . 151
Corporate Color/Prolab Express (prolabexpress.com). . 144
Dalmatian Lab (dalmatianlab.com) . . . . . . . . . . . . . . . 148
Denny Manufacturing Company Inc. (dennymfg.com) . . 63
Diversified Lab (divlab.com) . . . . . . . . . . . . . . . . . . . . 148
Durys (durys.com) . . . . . . . . . . . . . . . . . . . . . . . . Cover III
ESS Data Recovery (datarecovery.com) . . . . . . . . . . . . 150
ExpoImaging Inc. (expoimaging.net) . . . . . . . . . . . . . . . 111
Group Photographers Association
(groupphotographers.com) . . . . . . . . . . . . . . . . . . 144
Hardwood Frames (hardwoodframes.com) . . . . . . . . . . 144
Herff Jones (hjpro.com). . . . . . . . . . . . . . . . . . . . . . . . 146
Hollywood Fotofix Digital Studios (retouchup.com) . . . . 75
Ideal Impressions (idealphototoarttour.com) . . . . . . . . 101
Interfit Photographic Ltd. (interfitphotographic.com). . 150
JD Photo Imaging (www.jdphotoimaging.com) . . . . . . 146
Kelby Training (kelbytraining.com) . . . . . . . . . . . . . . . . 85
Kelly Ridgell Designs (kellyridgelldesigns.com) . . . . . . 149
Lensbaby (lensbaby.com) . . . . . . . . . . . . . . . . . . . . . . . 69
Lustre Color (lustrecolor.com) . . . . . . . . . . . . . . . . . . . 147
Manfrotto (manfrotto.us) . . . . . . . . . . . . . . . . . . . . . . . 79
McKenna Pro (mckennapro.com) . . . . . . . . . . . . . . . . . 145
Meridian Professional Imaging
(meridianpro.com) . . . . . . . . . . . . . . . Cover II, 3, 144
Michel Company (michelcompany.com) . . . . . . . . . . . . . 151
Midwest Sports (midwestsportslab.com) . . . . . . . . . . . 145
Miller Professional Imaging
(millerslab.com) . . . . . . . 17, 21, 23, 27, 29, 31, 95, 146
Moab (moabpaper.com) . . . . . . . . . . . . . . . . . . . . . . . . 107
The Morris Co. (themorriscompany.com) . . . . . . . . . . . 151
MPIX (mpix.com). . . . . . . . . . . . . . . . . . . . . . . 44-45, 147
National Direct Marketing Services (ndmservices.com) . . . 152
OneDiscMore (onediscmore.com) . . . . . . . . . . . . . . . . . 152
Onlinephotofix.com (onlinephotofix.com/magpp) . . . . . 152
OnOne Software (ononesoftware.com/suite5) . . . . . 66-67
PCL West Imaging (pclwest.com). . . . . . . . . . . . . . . . . 145
Pacific Mount (pacificmount.com) . . . . . . . . . . . . . . . . 152
Paul Buff Inc. (white-lightning.com) . . . . . . . . . . . . . . 105
Photo-Max (photomaxofficeproducts.com) . . . . . . . . . 149
Photobiz (photobiz.com). . . . . . . . . . . . . . . . . . . . . . . . 87
Photodex Corporation (proshowweb.com/ppa). . . . . . . 149
PickPic (pickpic.com) . . . . . . . . . . . . . . . . . . . . . . . . . . . 41
Pictobooks (pictobooks.com) . . . . . . . . . . . . . . . . . . . . 151
PocketWizard (pocketwizard.com) . . . . . . . . . . . . . . . . . 61
Portrait Professional Studio
(portraitprofessionalstudio.com). . . . . . . . . . . . . . . 13
Posh Prints & Designs (poshprintsanddesign.com) . . . 150
Power of Passion2011 Photography Tour by Sandy Puc
(www.sandypuctours.com) . . . . . . . . . . . . . . . . . . . . . 143
Pro Photo (prophotoimaging.com) . . . . . . . . . . . . . . . . 147
Profoto (Profoto-USA.com/Munoz). . . . . . . . . . . . . . . CIV
ProPicsExpress.com (propicsexpress.com) . . . . . . . . . 1148
Reedy Photo (reedyphoto.com) . . . . . . . . . . . . . . . . . . 148
Renaissance Albums (renaissancealbums.com) . . . . . . . 151
RightHook Media (bigblackbag.com) . . . . . . . . . . . . . . . 43
Sassy Designs (sassy-designs.net) . . . . . . . . . . . . . . . 149
Sekonic (sekonic.com) . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Sigma Corp. of America (sigmaphoto.com) . . . . . . . . . . 81
Simply Color Lab (simplycolorlab.com) . . . . . . . . . . . . . 83
Speedotron (speedotron.com) . . . . . . . . . . . . . . . . . . . . 12
Successware (successware.net) . . . . . . . . . . . . . . . . . . 103
Tamron USA Inc. (tamron-usa.com) . . . . . . . . . . . . . . . . 7
Tyndell (www.tyndellphotographic.com). . . . . . . . . . . . 150
United Promotions Inc. (upilab.com) . . . . . . . . . . . . . . 146
United States Postal Service (prioritymail.com/kit36) 19, 19A
Used Camera Buyer (usedcamerabuyer.com) . . . . . . . . . 79
Vision Art (visionart.com). . . . . . . . . . . . . . . . . . . . . . . 89
White House Custom Color (whcc.com) . . . . . . . . 10-11, 33
White Glove (wgbooks.com). . . . . . . . . . . . . . . . . . . . . 152
Publisher not responsible for errors & omissions
PROFESSIONAL
Life is good, and it is
getting better every day
Thats the outlook I wish
to have every day. And its
truefor what an honor it is
to serve as the president of
Professional Photographers
of America! I am so excited
about this opportunity, and
I am looking forward to the
coming year. Over 140 years
old, PPA is an organization
that serves 22,000 photographers in 54 countries.
And as for myself, I truly believe that it is the best
organization for the best profession in the world!
As you can tell, I have a slight passion for this
industry. It started earlymy rst camera came when
I was 12, and I was instantly in love. I set up my rst
darkroom in my parents bathroom, and I remember
being amazed as those black-and-white prints came
up in the developer tray. That love of photography
led me to open my storefront studio when I was just
19. Now, 34 years later, I have had so many wonderful
experiences in this great profession, and my PPA
friends have always been a part of the journey.
With those experiences in mind, I encourage you to get
involved with your local and state associations. The
friends that you will make along the way will become
your family. I consider all 22,000 PPA members to be
one large family. We support each other, learn from
each other and grow with each other (and such support
and growth is becoming increasingly important).
These are changing and challenging times, but they
can also be rewarding times. However, it is up to
us to make our businesses successful. We all know
that it is not enough just to be able to take a good
photograph. You have to be able to take a great
photograph and have a sound business plan in order
to be truly successful. Luckily, the educational
opportunities that PPA offers will help us become better
technical photographers and stronger businesspeople.
I encourage you to enjoy the benets of your PPA
membership, from the education to the fellowship.
There are so many fabulous opportunities to share
with your fellow photographerslike Imaging USA
in San Antonio just a few months agoand you dont
want to miss a thing. So take the future into your own
hands and mark your calendars for Imaging USA in
New Orleans: January 15-17, 2012! After all, If you
dont scale the mountain, you cant see the view
Remember: We are PPA. May God
bless you in the coming year!
2-Day Business Basics Workshop:
March 26-27 | Atlanta, GA
3-Day Business Workshop:
March 28-30 | Atlanta, GA
Don Dickson, M.Photog.Cr., CPP :: 2011-2012 PPA President
Presidents
MESSAGE
MARCH 2011
WWW.PPA.COM/STUDIO-MANAGEMENT-SERVICES
Don Dickson, President
M.Photog.Cr., CPP
Tim Walden, Vice President
M.Photog.Cr, F-ASP
Ralph Romaguera Sr., Treasurer
M.Photog.Cr., CPP, API, F-ASP
Louis Tonsmeire, Chairman of the Board
Cr.Photog.Hon.M.Photog., API
Susan Michal
M.Photog.Cr., CPP, ABI
Doug Box
M.Photog.Cr., CPP, API
Don MacGregor
M.Photog.Cr., API
Michael Gan
M.Photog.Cr., CPP
Constance Rawlins
M.Photog.Cr., CPP
NEW MEMBER:
Rob Behm, CPP
NEW MEMBER:
Lori Craft, Cr.Photog.
NEW MEMBER:
Michael Timmons, M.Photog.Cr., F-ASP
Kevin Casey, Industry Advisor
President & CEO of Collages.net
Your Success Is Our Business. www.PPA.com PLUG INTO THE POWER OF PPA
Welcome to the New Board: 2011-2012 Board of Directors
The Power of
ASSOCIATION
G
uiding the worlds largest, nonprot
professional photography association is
challenging, and PPA is fortunate to have the
right visionaries at the helm. Our board of directors
understands exactly what you face and knows the
education and resources you need to be successful. After
all, they are practicing professional photographers just like
you. Join us in welcoming this years board of directors:
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PPA TODAY | MARCH 2011
B
usiness education and mentoring sessions
sometimes tell us things we dont want
to hearbut need to. Case in point? The
story of Jeffrey Woods, M.Photog.Cr., and Julia
Woods, M.Photog.Cr., the owners of two businesses:
Portrait Life (focusing on portraits) and Jeffrey
and Julia Woods (focusing on weddings).

Hearing the Truth
Jeff and Julia had been photographing weddings for
several years before Julia attended her rst business
seminar in March 2001. We were photographing 90
weddings and 100 portraits a year, but grossing only
$50,000, Julia remembers. We thought that if we
could just be better photographers, itd all be xed.

However, as a friend pointed out to her, the problem
was that they had no idea how to run a business.

So she learned about SuccessWare software and
headed to the Guerilla Marketing class taught by
Ann Monteith, M.Photog.Cr.Hon.M.Photog., CPP,
ABI, API, A-ASP. A hard truth came along during
that class: Even existing on three hours of sleep, Julia
and Jeff were making a negative sixpercent prot.
That class put me on course, says Julia. Within
six months of applying the information and
tools, our business tripled to making $150,000,
and Jeff was able to quit his other job.
When PPAs Studio Management Services (SMS)
program came along, they joined and the changes
continued. Ironically, Jeff and Julia didnt realize how
successful they had already made their business. They
were preparing to relocate because they didnt think
they could be successful in their current small town.
But they could. With the guidance of their SMS Mentors
and more vital business education like managerial
accounting, they got the help they needed to stay protable
while moving from a home studio to a retail space.
Using the Truth
Such changes are not easy to make. Without
implementation, though, all the knowledge in the
world cant help. Thats one reason Julia is emphatic
about the need to nd a business mentor.

Along with all the knowledge of what we were
doing wrong, I was overwrought with the thought
of telling Jeff that we had to quadruple our prices,
explains Julia, recalling her tears during that rst
seminar when Monteith confronted her. Monteith
stressed to Julia the need for both her and Jeff to
learn these facts together. It may sound simple, but
that caring guidance made all the difference.

Annand our other mentorshelped us nd
the courage to make the changes, Julia says.

The pricing was the hardest of those changes to make
because it required a change in her attitude. We
didnt believe our photography was worth what we
needed to charge for it, adds Julia. It was when her
focus changedwhen she shifted from thinking of her
company as a gift portrait studio to thinking of it as a
wall portrait studiothat the pricing fell into place.

Making It Your Own
Such attitude changes are key to making big strides
in your business. Its not something that can be
taught, but its part of the process. There are many
ways to get business education and nd mentors,
but thats just one step, albeit an important one.

Still, the most valuable thing that a photographer
can take away from such business education is, as
Julia puts it, the punch in the face. She had no
idea why they werent protable, and it was hard
to stomach. But if I hadnt gotten to that truth, I
wouldnt have had the passion to make the changes.
The Truth Can HurtBut Its Worth It
The Power of
EDUCATION
You read all about some fabulous senior products in The Goods Product Roundup
this month (pg. 68). Now, take a minute and check out all the new online learning
courses available in March (ppa.com>education>online courses) to help you cash
in on senior sales this year. From sales and marketing ideas, to workow and posing,
youre sure to get schooled on plenty of fresh ideas for making your senior season more
protable than ever. While youre there, why not sign up for an Online Learning Pass?
For just $99, youll get six months of full access to the latest courses in family and children,
boudoir and maternity, babies, pets and more.
To register now, go to PPA.COM/EDUCATION.
SENIOR PORTRAIT WORKFLOW:
Off Your Camera, On Their Wall
March 8, 2011 @ 2:00pm
$39 for PPA Members
With Carl Caylor, M.Photog.Cr., CPP
GREAT SENIOR IDEAS THAT WORK
March 15, 2011 @ 2:00pm
$39 for PPA Members
With Andrew Jenkins, M.Photog.Cr., CPP
SENIOR POSING:
How to Get the Poses You (and They) Want
March 22, 2011 @ 2:00pm
$39 for PPA Members
With Mike Ridinger
DONT SELL YOURSELF SHORT:
Essentials of Senior Sales & Marketing
March 29, 2011 @ 2:00pm
$39 for PPA Members
With Beth Forester, M.Photog.Cr., CPP
LETS HAVE A
SENIOR MOMENT
YOUR SUCCESS IS OUR BUSINESS | WWW.PPA.COM/EDUCATION

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MARCH WEBINAR SERIES
144 www.ppmag.com
WHERE THE PROS GO FOR THE BEST IN REPRODUCTION SERVICES LabTab
March 2011 Professional Photographer 145
146 www.ppmag.com
WHERE THE PROS GO FOR THE BEST IN REPRODUCTION SERVICES LabTab
March 2011 Professional Photographer 147
148 www.ppmag.com
WHERE THE PROS GO FOR THE BEST IN REPRODUCTION SERVICES LabTab
Buyers
Gallery
THIS SECTION IS
THE MONTHLY
RESOURCE
PHOTOGRAPHERS
USE TO FIND
THE PRODUCTS
THEY NEED. PUT
YOUR MESSAGE
PROMINENTLY
IN FRONT OF
INDUSTRY PROS
AND START
TURNING
BROWSERS
INTO BUYERS.
March 2011 Professional Photographer 149
150 www.ppmag.com
March 2011 Professional Photographer 151
Product
Mall
SOMETHING HERE YOU NEED.
152 www.ppmag.com
BACKGROUNDS
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COMPUTER/SOFTWARE
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HELP WANTED
SOUTH FLORIDA wedding and event photographer. Must be
experienced and have equipment. Email resume and portfolio to
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HELP WANTED: Assistant photographer for contemporary pho-
tojournalistic wedding coverages in Orange County, CA area. Must
have digital equipment. Email John at johnnam1@yahoo.com.
INCORPORATION SERVICES
INCORPORATE OR FORMan LLC today! Your art is a
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INSURANCE
Instant Online Photography Insurance. Quotes. Tom C.
Pickard Insurance. www.tcpinsurance.com 800-726-
3701, ext. 117. Lic. 0555411
LAB SERVICES
HAND PAINTED OILS; Transparent, Deluxe, and Canvas
Stretched up to 40x60. A complete photo art lab serving
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922-7459 Venetian Arts www.venetianarts.com
ACADEMY PRODUCTIONS INC.
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CALL US TODAY: 800-421-3523
6100 ORR ROAD CHARLOTTE, NC 28213
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MARKETING SERVICE
PRESS RELEASE WRITING SERVICE FOR PHOTOG-
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didnt know where to begin or where it should end up? PR
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PHOTO RESTORATION
1st PHOTO RESTORATION FREE! Try us, youll like us!
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Online leader since 1993. Wholesale only to professionals.
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PRESENTATION BOXES
BOXESFREE SAMPLE PRESENTATION BOXFROM
THE ORIGINAL BLACK BOX MANUFACTUREFast
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PRESENTATION BOXES available for immediate shipment;
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WWW.H-BPHOTO.COMThe Source for Professional Presenta-
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own. Call 866-570-8915 toll free, or visit our webstore
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STUDIOS FOR SALE
DURANGO, COLORADO. Established 1985. Full service studio
including: Old time, portrait, wedding, commercial. Gross sales
$450,000.00 annually. Call Elizabeth for info/pricing.
970-749-2122.
AWESOME DALLAS AREA PHOTOGRAPHY STUDIO: A
well established, newly remodeled, state of the art studio
for sale. In business over 20 years with a great reputation
and large client base. Big, spacious studio, with lots of
equipment, backgrounds, props, specialty scenes, and big
screen protection room. Owner wants to slow down. Will
assist with the transition. Call 214-837-5823.
Photography company for sale in SANTA MONICA,
CALIFORNIA. Specializing in children and family
portraiture outdoors on location. Servicing over 20 private
school accounts each year with School Portraits. Orders
online. This business makes a growing profit every year
with huge potential for added Sales and Marketing.
Partners asking $500 thousand or buy out one partner
for $250 thousand. Call 310-569-5984.
Well established, successful studio located in NE IOWA. 30+ yr.
reputation, excellent client base, full service studio in a
Victorian home in high traffic area. Huge camera room and
outdoor portrait park, 2 sales rooms, consultation space, and
completely updated work/production area. Selling as a
furnished studio with fixtures and some equipment and
backgrounds. Opportunity to own one of the leading studios
in Iowa. Owners are retiring, will help with the transition.
Please contact 563-578-3384
LAKE MARY, FLORIDA. Colonial style home, 3800 Sq.ft.
under air with 4 bedrooms, 5 bath plus bonus room.
Property includes a 2400 sq.ft. detached air conditioned
Photography/Artist studio with half bath, offices and
situated on a two plus acre parcel. Close to downtown
Orlando, airport and local attraction. For details visit this
home at www.5420carterroad.com
Long established studio located in small town in SO.
INDIANA for sale. Owner wants to retire and relocate.
Camera room has photogenic rail system. Studio has
projection room for sales and consultation room. Living
quarters upstairs with loft for photography/storage. Old
barn on property for extra storage. 100K for business.
100K for building. Serious offers only. Call 812-630-4731
for more details between 5 and 6pm EST.
A VERY ESTABLISHED (25 yrs.), reputable school
photography studio for sale in Northern NJ. All equipment
needed is included. Will stay through transition for
introductions to accounts and consultations. Leave phone
number at: plpi605@optonline.net
Live and work in paradise, PORTRAIT STUDIO, SOUTH
WEST FLORIDA, 25 years, beautiful weather, close to
beach. Low overhead, small investment less than 30K
owner retiring. See Ebay item number 110523240680 or
email turnerflorida@gmail.com for more info.
STUDIOS WANTED
COLUMBUS CAMERA GROUP, INC. buys whole studios or
any part including cameras, film, darkroom, long roll, lighting,
and misc. No quantities too small. Call 800-325-7664.
Ask for Eric.
ClassifiedAdvertising
CLASSIFIED ADVERTISING RATES
Classified rates: $1.50 per word; $2.00
per word/ words with all caps or bold face.
$10.00 per issueConfidential Reply Box
Ads (Optional)$30 minimum per ad.
Closing date is 20th of the second month
proceeding issue date. Remittance must be
received with order. NO ADS ACCEPTED BY
PHONE. Remittance to: Professional
Photographer Classified Ads, 229 Peachtree
NE, Ste. 2200, Atlanta, GA 30303; 800-
339-5451, ext. 221; FAX 404-614-6405.
March 2011 Professional Photographer 153
154 www.ppmag.com
avin Blue has a history of
good works stretching
back to high school, when he was the youngest
volunteer at Lifeline, the suicide prevention
telephone counseling
service. He went on to help
create a service called
Youthline, and later spent
five years leading a course on ways to initiate
and direct various projects to improve their local
communities. Blue is now a busy commercial
photographer in Melbourne, Australia, where
hes also the volunteer president of Heartfelt
(heartfelt.org.au), an organization with a mis-
sion similar to the U.S.-based Now I Lay Me
Down to Sleep (nowilaymedowntosleep.org),
to donate portrait photography to families of
stillborn, premature and seriously ill infants.
Blues work with Heartfelt began years ago,
after he and his wife were confronted with every
parents worst nightmare. Doctors discovered
their soon-to-be-born second child had a fatal
genetic condition and would live only briefly,
if at all. The child, a daughter, died during the
delivery, but Blue and his wife were able to
spend time with her, and he made several loving
portraits. Later, in grief counseling, the Blues
met many people who had experienced the
loss of infants and had only crumpled Polaroids
or a harsh forensic photographs taken by the
medical staff to remember them by.
Having sensitive photos made a big differ-
ence in the grieving process, especially being
able to share the story with friends, says Blue.
It is a grief that makes people uncomfortable,
but the worst thing that can happen for a family
is for everyone be afraid to talk about it.
Sensitive photos make it easier. We were
desperate to cherish every second with our
girl and never forget her. Professional pho-
tos in these circumstances are priceless.
In addition to his work with Heartfelt, Blue
recently launched a personal project to recog-
nize community heroes through complimen-
tary portrait sessions. Dubbed the Gratis Project,
Blues undertaking is an uplifting celebration
of those who dedicate themselves to making
the world a better place. Its my way of say-
ing, I know what you do, I thank you, and I
want people to know about you, says Blue.
Project Gratis includes a book featuring
the subjects and their stories, which Blue is
also packaging as a series for editorial publi-
cation. When I ask for suggestions for subjects,
it is really lovely to see people think hard about
who is being a generous human being around
them, says Blue. It touches many people
when there is the spirit of selfless generosity.
Blue urges all photographers to use their
gifts to help others in some way. Part of
being in a community is that its your job to
give back, says Blue. I
To see more from Gavin Blue, visit gavin-
blue.com. Visit his blog link for more on the
Gratis Project.
Images wield the power to effect change. In this monthly feature,
Professional Photographer spotlights professional photographers
using their talents to make a difference through charitable work.
good works |
Share your good works experience with us
by e-mailing Cameron Bishopp at
cbishopp@ppa.com
A heartfelt thank you
GAVIN BLUE AND THE GRATIS PROJECT
Gavin Blue Photography
G
Blues photography celebrates
people who offer their time,
skills and commitmentgratis.
Profoto-USA.com 914 347 3300
Distributed by MAC Group
Behind the scenes video at Profoto-USA.com/Munoz
Tom Muoz on Profoto

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