Professional Photographer - USA (2019-07)

(Antfer) #1
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trait photography, he found that clients were
more likely to buy whatever was hanging on
the wall of his studio. At his new gallery, he
wants to sell larger, more expensive prints,
so those are the prints he plans to display
on the walls.

LIMIT AVAILABILITY, INCREASE DEMAND.
Hoffman plans to sell both open-edition prints,
available at a lower price point, and limited-
edition prints, available at a higher price
point, at his new gallery. For most of the
galleries he’s spoken with, the magic number
for limited-edition prints is 350. He’d also
like to do some single-edition prints at a sig-
ni cantly higher price point. Each limited-
edition print will have a certi cate of auth-
enticity and an identifying hologram. “There
is a hotel in Maui called the Montage, which
is like a six-star hotel, and I was lucky
enough to be the artist in residence there for
three years,” says Hoffman. “The clients there,
they would have art printed and pay $25,
for a one-of-a-kind photograph. People do
value exclusivity.” •

9 x 4.5 7.75” x 4.75”


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