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I joined APA because of my interest in their Success Team program, which led to a volunteer position on the NY board. Jump forward 8 years — I have had such fun growing my position to a national level. Just last month I had the pleasure of traveling to Washington DC with our National VP Michael Grecco and our CEO Steve Best. Never in a million years did I see myself sitting in Government offices on the Hill meeting with folks at the US Copyright Office and counsel for Senators. What a fantastic opportunity to meet the people who are working on the issues that affect our industry. What a kick to hear John Ashley, Chief of The US Copyright Offices, Visual Arts & Recordation Division say to me: ”Theresa Raffetto? I know you from your copyright submissions!” or to hear Victoria Espinel, Intellectual Property Enforcement Coordinator (IPEC) from the office of Management and Budget, Executive Office of the President speak about her goals for intellectual property protections.
I am definitely one of those people who believes in volunteering. You get what you put in to it and sometimes, often you get more. I can’t wait to see what is next!
Theresa Raffetto, APA National President
Last month I wrote that APA National President Theresa Raffetto, APA VP and Advocacy Chairman Michael Grecco and myself were making a trip to Washington, DC to meet with people on Capital Hill to reintroduce APA as American Photographic Artists and to express our views on copyright issues. Let me say that it was a great trip and exceeded expectations. The press release issued to APA members after the trip is presented as an article further down in this issue of insideAPA but I’d like to say hearing Intellectual Property Enforcement Coordinator Victoria Espinel speak at the Copyright Alliance membership meeting was extraordinary. Our meeting with the US Copyright Office was an opportunity to reconnect and hear about what that office is working on to help improve the registration systems. They were very willing to listen to issues our members have experienced in registering and suggestions on how to improve the process.
On Capital Hill we meet with counsel for both House and Senate members of the respective Judiciary Committees. No one was able to say when orphan works bills will come up again but they all agree it will happen at some time. APA’s leadership in preventing the 2008 Orphan Works bills from the Senate and House will continue. APA has not forgotten how those bills would have created hardship for professional photographers and we will be proactive in future efforts.
July was one of the best membership growth months in APA history. The expiration of the 2010 membership promotion campaign was the main contributor but I’d like to say that APA benefits at any price and any time are a fantastic value. The more you take part of member discounts and exclusive member services the more value you receive. For those current APA members just remember that when you renew on time, before your expiration date, you will receive an additional month of membership onto your term. This is an ongoing THANK YOU to those dedicated APA members that renew on time.
Lastly, it is time for the annual APA photo contest, The APA Awards. On September 1, 2010 the submission process will be open. More info is to come but this years contest offers the greatest value in prizes ever. Winners in 9 categories will receive exciting prizes from contest sponsors that include ADBASE, PhotoShelter, FoundFolios, liveBooks, Agency Access, Canon and Apple. Dripbook is the site host for this years contest and it promises to be an efficient system for entry and judging. APA member’s entry fees remain a great value but remember the contest is open to all photographers, not just members.
APA has some great programs coming up so be aware of your chapter’s events. Your chapter leadership works hard at bringing education to you. Get out and meet them and other photographers at those events.
It’s a great organization and I’m privileged to serve.
Thank you,
© Manuel Marano The APA Awards 2009 First Place Winner – Portrait
SUBMISSIONS OPEN SEPTEMBER 1, 2010
Want to be more strategic about the time and effort you’re putting into social media?
ADBASE Insight is the place where industry insiders share valuable advice and best practices for managing and marketing a creative business. Learn more about how creative professionals are using social media to build business:
Will Tweet for Food by Tiffany Meyers
More commercial artists are incorporating Twitter into their marketing efforts. If you’re thinking about joining the virtual ranks, real benefits await. But does that include new clients, or is the return on investment less direct? We asked four Twitter users what 140 characters can do for the bottom line.
In Blog We Trust? by Tiffany Meyers
Everyone, it seems, has started a blog – that self-promotional tool of the century. But do photographers really have to constantly tend their blogs in order to build business? What’s the payback for the time investment? We asked four bloggers to weigh in on the matter.
Rosh Sillars, The Rosh Group
Podcast interview by Angela Kryhul, Editor, Insight
Rosh Sillars is a Detroit-based photographer, instructor and co-author of the new book The Linked Photographers’ Guide to Online Marketing and Social Media. He travels the U.S. sharing social media and Internet marketing ideas with photographers and creative professionals.
ADBASE makes it easy for photographers to connect with the right buyers via its comprehensive database and targeting tools. A great believer in marketing education, ADBASE provides information on all aspects of the creative industry through its Insight newsletter, dynamic Art Buyers’ Lounge and Industry Interviews podcasts, and the Affordably Simple Marketing presentations. As an APA Platinum sponsor, ADBASE is proud to support the Association and its educational outreach programs.
By Matt Bailey – liveBooks
Do you want to add more dimension – and distinction – to your brand? Start using video on your website.
Video can help you market yourself as a professional who brings more to the table than a handful of carefully selected images. It can help you develop an effective brand, communicate your personal vision and illustrate what it’s like to work with you. And, with a slew of HDSLR cameras on the market and numerous other gadgets to help you capture video, it’s never been easier.
Where should you start?
The uses of online video can range from highlighting your videography work to showcasing a slideshow of stills. You can also use videos in lieu of a traditional “bio” page, to present testimonials or as a behind-the-scenes look at how your studio operates.
To view some different ways that photographers are using video online, check out these photographers’ websites: Emilie Sommer, David Emmite, Justin Francis, Mark Wallace, and Jules Bianchi.
The primary purpose of using video on your website is to break through the static nature of portfolio viewing and create a more human connection. If a prospective client likes your personality or feels they can relate to you in some way, there is a much better chance they will give you preference over someone they feel less of a connection with. This is human nature – and this approach can be effective whether you market toward photo buyers, brides, or other types of individuals. In the end, we are all people, and all of us want to work with people we trust and like.
The main challenge with any video is to create something that is “on brand”. If you are marketing yourself in a playful way, for example, be sure the video is a bit playful as well. A disconnect in this area can do more to confuse than ingratiate. If you are unsure, consult with an expert.
Ok, so how do you do it?
There are many ways to capture and post video clips. Just like still photographs, there are down and dirty methods, as well as more elaborate, polished methods. Using a $200 Flip Video™ Camcorder or webcam, and posting to your blog could be perfect for your purposes. For many, a more professional approach will be more effective. It all comes down to your intentions and your brand. Do you want to be seen as a seasoned professional who projects quality and panache, or as a more gorilla upstart who provides a dynamic, gritty vision? These are the creative questions that need to be answered in advance, so you know what direction to take technically. If you can produce it yourself or with a friend, so much the better, but, as with any photo shoot, be sure you have all you need to be successful. If you need help, there is plenty available. A video producer should be able to help you sort through these preliminary questions.
Once you have the video shot and edited, you will need to prepare a copy for the Web. Depending where you plan to display it, you may choose one of a handful of formats. It is best to contact your web provider for information on what they support.
liveBooks is one provider that supports many formats, and later this week we are announcing an exciting new development that is all about video – including full-screen HD video with social networking and sharing options, all controlled from your editSuite – to make this process as easy as possible. Email John Philpin, liveBooks CMO, to learn more, and you will be one of the first to hear the details behind this really important news.
However you are able to do it, do not hold off on leveraging video to your advantage if you feel you can benefit from it. Start experimenting with the resources you have available and become familiar with the technology. If your current website provider doesn’t support video, consider finding one that does. If you are only able to post to your blog for the moment, start with that.
Ultimately, creating a better connection between you and your clients could result in more bookings with people you are more likely to relate to. It can also result in clients who are more informed about you and your business before you even speak to them. And, who knows, maybe you find you have a knack for it and can offer an extended range of services in the future.
Matt Bailey is the vice president of sales at liveBooks, which he co-founded in 2004. liveBooks creates award-winning websites that serve as a business hub to help creative professionals save time, promote their businesses and make more money.
Editor’s note: Some of these thoughts were first presented in a Photoshop Insider blog post in April 2009.
Photographers are spending a ton of time online these days “promoting” our businesses through social media. So how do you know if social media is working for your photography business? Not sure? You’re probably not alone.
Here at PhotoShelter we’re lucky enough to be connected with thousands of photographers through sites like Facebook and Twitter. So we decided to take a look around to see what we could find out about what makes photographers successful in social media and what is holding others back. After some sleuthing we’ve come up with 7 likely reasons why some photographers are not finding success:
- #7 You don’t have a goal.
- #6 You’re a self-centered loudmouth.
- #5 You’re a terrible listener.
- #4 You’re a garden gnome.
- #3 You have a volume problem.
- #2 You’re missing a yardstick.
- #1 You’ve got 140 characters and no soul.
To determine if you’re suffering from one of these symptoms, and to hear our “tough love” suggestions on how to turn things around, read the rest of the article at A Picture’s Worth.
July 30, 2010 – To further strengthen the importance of copyright protections, APA National President Theresa Raffetto, APA National CEO Stephen Best, and APA National VP and Advocacy Chairman Michael Grecco attended important advocacy meetings in Washington DC July 28th and July 29th. Victoria Espinel, Intellectual Property Enforcement Coordinator (IPEC) from the Office of Management and Budget, Executive Office of the President, addressed the Copyright Alliance membership meeting the first day. Ms. Espinel agreed that infringement of all IP, including visual art, is a major concern of the Obama administration. All branches of the government must work together to ensure copyright protections are strong and enforced to combat the problems facing counterfeiting and piracy of IP around the world. “Hearing her speak was a perfect follow-up to the filing submitted by APA to the IPEC,” says President Raffetto.
Earlier on July 28th, APA held a meeting with the U.S. Copyright Office that included General Council David Carson and the Chief of Visual Arts and Recordation Division John Ashley, along with other U.S. Copyright Office staff. The topic of orphan works was a critical discussion point and one that APA insists needs to be clarified and written to reflect true definitions of what is an orphan work when a bill is reintroduced. APA believes the previous bills on orphan work back in 2008 were terribly weak in defining orphan works and would have allowed a “rights grab” of images. With the near completion of the PLUS Registry, APA expressed its belief that the PLUS Registry should be the “official” registry that would allow a search before declaring an image an orphan work.
On Thursday, July 29, the APA representatives met with counsel from both the House and Senate Judiciary Committees. Included in those meetings were Counsel to Representative Lamar Smith, Ranking Member of the House Judiciary Committee, Counsel to Senator Diane Feinstein, Senate Judiciary Committee, and Counsel to Senator Patrick Leahy, Chairman of the Senate Judiciary Committee.
APA was honored and pleased to meet with so many influential people on this important trip. Announcing that the rights of our members, and other photographers and visual artists, need to be enforced and strengthened was the overall theme of the meetings. As always, APA continues to be a strong ADVOCATE for your rights.
Stephen Best, APA National CEO
Attorney Edward C. Greenberg, P.C. is available for free phone consultations on your copyright legal questions. As one of the countries top litigators, Greenberg’s experience and knowledge is a unique resource for APA members. A free phone consult of up to 15 minutes is available to APA members. APA member verification is required.
Visit www.apanational.com and look for the Legal Advisory tab in the left navigation column to find out more information on how to contact Edward C. Greenberg, P.C.
You may also keep up with Greenberg at his blog he shares with co-author and co-lecturer Jack Reznicki, The Copyright Zone. There you will find Ed and Jack’s Book, Training and DVD products.
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The American Society of Picture Professional (ASPP) is a community of image experts committed to sharing their experience and knowledge throughout the industry. This non-profit association provides professional networking and educational opportunities for those who create, edit, research, license, manage or publish pictures. For more information go to www.aspp.com or contact cathy@aspp.com
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