The Daily Promo – Daniel Cullen

- - Working

screen-shot-2017-01-08-at-6-51-10-pm

screen-shot-2017-01-08-at-6-51-17-pm

screen-shot-2017-01-08-at-6-51-24-pm

screen-shot-2017-01-08-at-6-51-31-pm

screen-shot-2017-01-08-at-6-51-38-pm

screen-shot-2017-01-08-at-6-51-46-pm

screen-shot-2017-01-08-at-6-51-52-pm

Daniel Cullen

Who printed it?
The newspaper promo was printed by The Newspaper Club, Glasgow, Scotland. I opted for the Digital Tabloid edition.

Who Designed it?
I designed the promo myself. I spent the early part of my career in editorial design and art direction with U.K., Canadian and U.S. magazine and book publishers, so it felt comfortable designing my own material. The switch to photography as a full-time gig is the second act to my career.  I absolutely loved designing my promo, I became the dream client, so patient, qualified, willing to listen, and rather easy on the eye*.

Who edited the images?
For this promo, I decided to edit in-house. Obviously this has its pros and cons, but I felt I learned a lot from the experience, especially the big picture stuff. It gave me a bird’s eye view of my recent projects which allows me to focus the direction of my work in 2017. For future promos, I’ll be reaching out for help and opinions. The idea of seeing your portfolio curated from an independent perspective is fascinating. I think this would be a unique process in gaining a honest edit.

How many did you make?
I printed two newspapers, only 20 of each, which in the world of photographer promos is laughable. The promo I sent to aPhotoEditor was a selection of images that simply acted as a gallery showcase and is meant to encourage a visit to my website to view a wider range of work. The second (identical in size and page count) was curated with an editorial narrative, with four double page spreads showcasing a singular photo essay. The biggest factor for such a low print run was the inability for me to attend any kind of press approval. I felt unsure committing to a 500-1000 print run without seeing exactly how the final piece would look. I’m still searching for a printer closer to home, which is Toronto, who could produce such a piece at a competitive price so I could significantly up the number of promos to send out. This decision has nothing to do with the Newspaper Clubs quality of work, it’s just my need to be closer to the actual printing. With each newspaper I included a 5×7 postcard that included all relevant contact details. A postcard is easier to file or post on an studio wall than a tabloid newspaper.

The concept of printing a newspaper is not particularly unique these days, but sure is fun, especially for those of us who enjoyed the heyday of 80’s & 90’s magazine publishing. It was a joy to feel and hold such a large printed piece.

How many times year do you send out a promo?
I like to produce three a year. This particular small batch promo will be sent out in January. I plan to send out at least two more in 2017, perhaps early summer and late fall. I’ve yet to decide if I will produce two more newspaper promos or design and present each portfolio differently. Postcards, small magazine, foldout poster, etc.

*This statement is utterly untrue. The English accent is adorable though.

Heidi Volpe

There Are 1 Comment On This Article.

  1. Very interesting promo and very interesting work.
    I was wondering what would be the metrics to measure the “success” of sending out promos. I understand the return is not immediate, and probably very hard measurable, but would be interesting to know how other photographers face this issue.