CHAPTER 18
Building a Print
Book to Envy
Photographers’ portfolios have always been their most
important selling tools. The portfolio has also been the
subject of many questions and misconceptions. In today’s
market Web sites have become powerful marketing tools, but
for many buyers with pending assignments, the print book is
still king.
“I’ve been in the business for years,” states veteran art buyer
Beverly Adler. “Print books are still being called in before a tal-
ent is hired; sometimes we view up to fifty per project and major
decisions are rarely if ever made solely from Web sites.”
This will be news to many photographers who continue to
insist that they don’t need a print book because everyone refers
to their Web site.
While small ad clients, buyers at minor companies, archi-
tects, and some editorial photo buyers are assigning work based
on Web images, it is a mistake for any professional to enter the
market without a print book.
With only a Web site and no print book, your best-case
scenario can be your worst nightmare. Consider this.
You develop a body of work and, convinced that your Web
site is all you need, you work with a hot designer investing
money, lots of it, to develop your site. You then spend more
money on Web portals, enabling many viewers the opportunity
to find your work. You design mailers and send them out reli-
giously, reminding prospects that you exist. All of your effortsChapter 18.qxd 6/27/07 9:05 PM Page 110