Many emerging photographers dream of publishing their photo books. However, many more are discouraged when they step into the world of publishing; they are often scared of the future. From creating the book to funding to facing rejections, there are so many things one has to tackle alone. Often, one would lose their motivation and way, gradually giving up on their aspiration. To avoid this, the International Center of Photography (ICP) organized an important talk about demystifying publishing, hoping to help young photographers achieve their dreams. Here is a look at the critical points from the conversation, which can help one to publish their first photo book.
For this venture, ICP called three individuals to talk about the publishing world. First was Jesse Feinman, a publisher from Florida, who began Pomegranate Press in 2015. Since then, he has been creating affordable photo books, often in limited quantities, to help emerging artists and reach out to diverse audiences. Then there was Keith Cullen, who began Setanta Book, which was originally a record label. Today, his publication has more than 10,000 books, including rare and collectible photography and fiction books and photography prints. Lastly, photographer Ian Howorth was also invited, as he is not only a well-known documentary photographer but also has successfully published two books, one of which was with Setanta Book. Here are some important points the three discussed.
- Take baby steps: The first point in publishing your work is to ensure that you take smaller steps. A 10,000 print run is an excellent option, but aiming for that at your first attempt could result in failure. As a result, think of ways to create a smaller but certainly impactful book that you are certain will sell 150 to 200 copies. This also means you can experiment with the photo book format, which can also help reduce the cost of the publication and make it more affordable to the readers.
- Have distinct work: Let’s say you have decided about printing. The next step would be to ensure your work is not a rehash of another photographer’s. As a result, you need to not only work on the design element but also go ahead and remake those images that you think do not do justice to the overall book. Remember, your first draft is crucial to getting the publisher’s attention. So do not leave anything out.
- Know your audience: If you are considering publishing, one important aspect is understanding your audience. Who are you making the book for? If you have that clear in your mind, you may be able to create a book that even the publisher can gauge its future instantly.
- Less of bells and whists: We all understand that your first photobook is your brainchild, but you must also consider the production cost. Hardcovers and bindings are great, but they also cost a lot. As a result, a minimalistic design is likely to go a long way. Look at the works of other recently published authors, and you will realize that sometimes, you must make sacrifices in cost-cutting efforts when necessary.
- Social media and website counts: Keith was very particular about this one. He stated that when a photographer sends a pitch with a PDF, the publisher would certainly visit their Instagram profile to gauge the number of followers they have and also get a gist of their work. The follower count is a barometer to see how he can sell the book and determine whether the work would have takers. Following this, Keith would take the conversation forward or choose to drop the idea. So, ensure that your websites and Instagram are arranged properly.
- Networking helps: Both Keith and Jesse agreed that networking is a great way to get in touch with a publisher. While cold emails are helpful, sometimes, knowing someone or someone recommending you makes it easy to take the conversation forward. Both Keith and Jesse agreed that for them, the kind of person you are heavily influences whether they will invest in a book or not. Reccomandation means they have a trusted source, and from there on, how your interaction will be a deal breaker. After all, a book is a lengthy process, and no publisher would want to invest in a photographer who cannot adjust.
- It is a partnership: A very critical point is that photo book publishing is as much your baby as it is the publisher’s. And so, while you want a double spread on GSM paper, that may be too expensive for the production cost. In such time, you will have to understand them, as they will have to understand to and find a middle ground. The final result may not be exactly as you may have thought, but considering the limitations, it will be a great result.
- Keep a certain percentage for book publishing: In certain instances, some publishers choose to pay half and ask the photographers to invest in another half. This way, when the photo book does make a profit, the share is divided. Both Jesse and Keith note that this is an easier way for smaller publications to avoid bearing the brunt of production.
- Think differently about marketing: This is another important point. Let’s say your photobook has reached a final level, so now you must consider the other factors. For instance, Jesse prefers a limited print run, while Keith thinks about selling prints. You can also look at other ways of promotion, such as zines, t-shirts, photo fairs, or even conducting talks. For instance, in some cases, photographers have an exhibition alongside hosting a book signing.
The most important thing is to never give up. We hope these pointers will help you publish your first photo book. To watch the talk, head here.