Professional photographers focus their talents in particular fields of photographic endeavor, such as still life, fashion, architecture, advertising, corporate/industrial, editorial, and more. Some photographers concentrate on studio work, while others focus on location photography.

Commercial photographers are collaborators, using their problem-solving talents and technical expertise in combination with the art director and client's parameters to transform a commercial assignment into an artistic creation. Finding a photographer can be accomplished in many ways. If you're working with an art director, ask for his/her recommendations; look through the artist directories; contact artists' reps; or consult the ADCMW's CreativeSource Buyers' Guide.

In any assignment, photographers can be a valuable addition to the creative team, providing an eye for creative solutions. When considering a photographic solution, clients frequently call several photographers for creative consultation and cost determination. Try to hire the photographer whose style and experience best fit the project. When the budget is a factor, it is good practice to get written estimates and it is crucial to provide identical information to all the photographers you are considering.

Be aware that different photographers have different ways of working and different experience levels. Simply getting competing "day rate" information may not provide an accurate estimate of the costs to be incurred. The important factor is not the cost of a day's work, but how much of the assignment that photographer can accomplish in that day. It is more accurate to get cost estimates based on how many shots need to be done, in how many setups, at how many locations, etc., than to go by a day rate for cost comparisons.

Before any assignment, it is a good idea to discuss all terms and conditions related to an assignment with the photographer—getting everything out on the negotiating table. Once all "paperwork" has been done, all that remains is for the photographer, art director, and client to work closely together to produce the best possible work for the project at hand.

A picture is worth a thousand words...or a thousand dollars
There are several ways photographers charge for their services. In advertising, photographers are paid a fee for a specific project, plus expenses. In editorial work, they are paid on a day-rate basis, plus expenses. In corporate and industrial work, both types of payments are used.

Fees and day rates are based on a combination of costs, including pre-production meetings and phone conversations; setup time; production of the actual assignment; and editing; and a portion of fixed overhead expenses.

Continue with Selecting Appropriate Usage Rights
or search our Creative Resource Buyers' Guide.