The Future of Advertising

Several Advertising Photographers sent me this article in Fast Company on the future of advertising (here). The story opens with a scene from a digital boot camp for agency veterans (average age 38) where hard-core immersion in the chaos digital technology has wrought takes place. I’m a little surprised by this and by the age of the participants, because I figured, if anyone had a grip on the opportunities of this groundswell it was the chameleons of the advertising world. But, the article goes on to tell us how the practice of advertising has “sat virtually unchanged for the last half-century” and that it appears to be next in line (news then music) to be destroyed by digital technology.

What’s got all these agencies in a tailspin?

“their clients’ ultimate fantasy — the ability to customize a specific message to a specific person at a specific moment — is within their grasp”

“while there have never been more ways to reach consumers, it’s never been harder to connect with consumers”

“sites such as Engadget and Yelp can make or break a product”

“With clients in a tailspin, the very role of agencies is in question”

“Producing an ad doesn’t have to be an expensive multiperson affair these days, given that commercial-quality high-definition video can now be shot on cameras that cost less than $2,000”

So, the agencies have begun to splinter into smaller specialist agencies (Kraft has assembled a growing Rolodex of 70 new specialist partners), most notable was Alex Bogusky leaving CPB this year. With digital many agencies wrongly assumed they were simply dealing with another medium, but were in fact facing a creative revolution.

Like news and music, much of what’s wrong with the agencies can be traced to the bloat from the fat and happy days of the 80’s and 90’s. Many firms rely on a 15% commission from the clients media spend and to drive that spend up the 30-second spot still anchors the creative. Clay Shirky doles out some tough love for agencies with his insight that “complex societies collapse because, when some stress comes, those societies have become too inflexible to respond.” Societies like the Romans and the lowland Mayans fell because further reductions became too uncomfortable for those in power. “Collapse is simply the last remaining method of simplification,” writes Shirky. “When the ecosystem stops rewarding complexity,” he writes, “it is the people who figure out how to work simply in the present, rather than the people who mastered the complexities of the past, who get to say what happens in the future.”

Trending – Making Sense Of People, Their Behavior, Needs, And Mind Set

While visiting NYC for the expo I met Karen DSilva, a former founding partner at Spark Visual Research and current creative consultant. At the Sony party she was telling me about a talk she gave at ShootNYC on trending and how to harness the power of societal trends to get your photography to connect. Now, I tell a lot of people that making a connection to someone with your photography is a lot less linear than they think, but I’ll admit I was a little nonplussed at the buzz-y sounding idea behind trending. Well, her talk has spawned a workshop and considering her pedigree (creative depts at Photonica, Getty and Image Bank) I asked her to explain it further. After reading her explanation, I have to say, this sound pretty awesome for the right person:

We live in a world where we are constantly bombarded with images (television, books, internet, newspapers, packaging, billboards…) so the million dollar question now becomes, how do you get your images to stick? The secret to creating an image that resonates is simple, your images need to connect with people. When an image connects, it is because your image holds meaning for the viewer. Maybe there is an emotional connection or your image provides inspiration, or possibly it makes them feel empowered. Decoding our society is all about understanding how it evolves and what makes people tick. How do we do this? Two words, understanding trends.

Trending is about making sense of people, their behavior, needs, and mind set. It is about the direction in which something is moving. When we experience a shift or change in the way we live as a community, that reaction is a trend being born. For the last few years, life quite frankly has been a little scary. War, terrorism, foreclosures, and unemployment, need I say more? As a society we push back by craving something safe, something comforting. What gives us a sense of security? Historically, safe + comforting + security = tradition (the ultimate comfort zone). In the marketplace, we refer to this trend as HERITAGE. Heritage is thick wool sweaters, tweed, beards, old fashion barbershops, curves, artisan food, suits, and smart looking hats. It’s old world quality and time honored tradition. Heritage gives us a sense of identity, timeless elegance, and a soulful spirit.

Now, going back to getting your images to stick. As a photographer, when you tap into a trend like Heritage, you’re adding relevance to your image. Of course, the next question becomes how does one apply heritage to your images? First of all, it’s a lot easier to recognize a trend and even discuss the effects of a trend than actually incorporating the trend into your work. In order for it to be meaningful, the trend needs to complement your aesthetic and take into consideration the stories within your work. A true connection is made when an image embraces the spirit of the trend, rather than just adding a trend wash. Mixing in the trend of Heritage into your work, can add a modern marketplace vernacular to your images. Bottom line, it’s that extra something. The old “I’ll know it when I see it” client answer to the eternal question “what are you looking for?”

So, on December 6th (with the support of APA), myself and 2 other trenders are hosting our first trending, brainstorming, workshop extravaganza. The aim is to download our photographer audience on the trends of Heritage, Transparency, and Cinematic. We’ll break up into small groups and walk through different stations designed to make you apply these trends to your work. This is going to be about thinking outside the box, collaborating together, being creative, and just plain having fun. Go here for more information:

http://www.karendsilvacreativeservices.com/events/

There is no future in low-end web advertising

Media buyers may know many of their measures of performance are misleading; the savvier ones know clickthroughs are an indicator of the blindness, senility or idiocy of readers rather than the effectiveness of the ads. But — on the agencies’ spreadsheets — garbage inventory from garbage sites aggregated on garbage networks often shows a lower cost per click. Many web advertisers, even those that buy banners, treat it as a direct marketing medium.

For premium media properties such as ours, this is a contest that should be avoided at all costs. It’s a race to the bottom — for the lowest quality ads and the least valuable visitors.

via Why Gawker is moving beyond the blog.

Adhesive Event at Sweet & Vicious November 30th

Photographer Tony Gale visited the Adhesive Event for APE and here’s what he saw.

Photographers And Their Effing iPad Portfolios

I’ve heard more than one Art Buyer and Photo Editor comment that if they see another iPad portfolio they’re going to scream. Of course, for photographers the allure of a $500 portfolio is too much to resist, so it’s good to keep tabs on this as it surely evolves. I firmly believe the iPad makes a great supplement to the traditional portfolio and as more photographers add motion, it becomes essential for showing that work. And as a way to show depth or recent material that can impact a hiring decision what a money saver this will be. I don’t think we will find many photographers that don’t have one handy on set, at lunch, at an event and even walking down the street; loaded with all kinds of portfolios of their latest work.

The Photoshelter Blog has a post where 3 photographer talk about how they’ve incorporated the iPad into their portfolio presentation. I liked Darren Carroll’s solution of incorporating it into custom made Brewer-Cantelmo books containing high impact prints. The other two photographers, Steve Boyle and Shawn Corrigan have cool iPad only portfolios that are worth checking out as well.

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Things don’t replace things; they just splinter

Things don’t replace things; they just splinter. I can’t tell you how exhausting it is to keep hearing pundits say that some product is the “iPhone killer” or the “Kindle killer.” Listen, dudes: the history of consumer tech is branching, not replacing.

TV was supposed to kill radio. The DVD was supposed to kill the Cineplex. Instant coffee was supposed to replace fresh-brewed.

But here’s the thing: it never happens. You want to know what the future holds? O.K., here you go: there will be both iPhones and Android phones. There will be both satellite radio and AM/FM. There will be both printed books and e-books. Things don’t replace things; they just add on.

via State of the Art – NYTimes.com.

Taking Good Pictures

Before I became a picture editor, I assumed that “good photographers” took “good pictures” because they had a special eye. What I found was that good photographers take good pictures because they take great pains to have good subjects in front of their cameras. Reflect a moment on what cameras do, and this makes sense. Good photographers anticipate their pictures. What good picture editors do is help them.

John Loengard

more on  Scott Kelby’s Blog via Colin Pantall.

The Fall Chelsea Gallery Exhibits

Jonathan Blaustein reports on a visit to the Chelsea art galleries during his trip to NYC.

Raise your hand if you feel comfortable going to art galleries in New York? Ok, how many of you is that? I don’t know about you, but I love the experience of engaging with art. Photographs, films, paintings, sculptures, videos, music, these are the ultimate forms of encoded information. Art communicates meaning, and we are meaning craving creatures. So I love to look at art. It’s how our history is recorded.

But I don’t love the experience of looking at art in most commercial galleries, and I know many, many people who agree with me. Why is it that such primal human desire has been co-opted by such an alienating system? I mean, the crusty pretentious person at the front desk is a cliché for a reason. All the spaces are more or less the same, no real variation on the experience. Big white space, uncomfortable silence, gallery workers who ignore you, or scowl, or give you a condescending little smile. Could this happen in any other capitalist industry? (I suppose you’ll tell me in the comment section…maybe the Bentley dealership?)

Anyway, I do wonder why such a humanistic enterprise as art making got into bed with such an elitist, de-humanizing business partner. Oh wait, no I don’t. Galleries represent the allure of a connection to money. Dealers are the middlemen between starving artists and wealthy patrons. And they offer wall space as well, which so many artists need.

Regardless, I went to Chelsea when I was in New York earlier this month with the intention of checking the pulse of the Neighborhood. I was accompanied by my colleague and friend Elizabeth Fleming, whose many witty bon mots were predominantly off the record. Unfortunately, we chose a day when many spaces were turning over shows, so we didn’t get a chance to see quite as many exhibits as we would have liked. But given that it was my last afternoon in the city, I probably couldn’t have handled much more anyway.

We began on a construction-laden part of 28th Street, West of 10th. I’m sure many people outside the art world would be surprised to know that there is anything that far West. Elizabeth and I met up outside the joint space for Foley Gallery and Sasha Wolf Gallery. The two dealers joined forces to share a rent for their galleries, but also formed an interesting multi-use venture called Exhibition Lab. Ms. Wolf was kind enough to chat us up about the Lab, which combines an photo/art curiculum with critiquing classes and lectures. Sounds like a good resource for the NYC photo community.

BartMichielsFoley Gallery was showing the work of Bart Michiels, a Belgian artist working with the landscape. The large scale color photos were bleak, wintry scenes of an empty forest and a field type place. There were burnt things here and there, and the overall sensibility tended towards the nihilistic. The project, which referenced “the Valley of the Shadow of Death”, was very reminiscent of Elger Esser. Very. Given all the great work out in the world right now, I admit I was a bit curious as to why Mr. Foley chose to show this. Ms. Wolf was showing black and white, documentary images by Paul McDonough taken in New York in the 70’s. (Which were subsequently published on the NY Times LENS blog.) The photographs shared a lot of stylistic and humor conventions with Garry Winogrand, but they did a great job of evoking Time and Place. And as a child of Jersey from the 70’s, it was a fun temporal space to revisit.

From there, Elizabeth and I peeked into Aperture, as it was in the same building. Call me crazy, which many people probably will, but I didn’t connect to the Paul Strand images from Mexico. A little to banal for my liking. But I’m sure I’m in the minority on this one. We also saw some Jock Sturges photos of nude, sexualized tween girls, literally tucked into an alcove, partially hidden from sight. Elizabeth is the mother of two young girls, and I have a young son. We both agreed that even in a world of moral relativity, these images transgressed some basic taboo, and were little more than criminality masquerading as art.

We exited the building on 27th Street, and cruised through the Robert Mann gallery on 11th Avenue on our way to 26th. Again, it was vintage, beautiful, black and white photography, and not particularly original. I’m a fan of the gallery’s program, and believe they’ve put on many, many important shows over the years. But this wasn’t one of them.

michalChelbinSo on to 26th Street, where we stopped into the Andrea Meislin Gallery to see the work of Michal Chelbin. Both Elizabeth and I had seen her earlier work, and were impressed by here odd but not off-putting sensibility. Here, Ms. Chelbin was showing photographs of tween wrestlers from Russia and the Ukraine. The prints were fairly large, color, and square. They were c-prints, which we learned by spying the thin black negative border in each image. Frankly, it was distracting. As was the fact that Ms. Chelbin did not spot tone her prints properly. The dust specks drew Elizabeth’s on-the-record-ire, as she pointed out that any professional who wants to charge high prices ought to know better. Certainly, in a Photoshop world, it reminded me how easy it is to make it right in the computer.

The photographs were entirely of boys, save one. The subject matter brought Collier Schorr to mind, as she’s worked with similar ideas. Wrong as this will sound, I noticed that the boys “packages” were rather prominent in their singlets, and hard to ignore. Having seen Sturges’ work just minutes earlier, it wasn’t hard to make the comparison. Here, a female photographer was sexualizing male children, but of course keeping the clothes on. It made me uncomfortable, as I’m sure it was meant to. But I did wonder why she felt compelled to stare.

From there, we cruised to 25th Street, but had little luck. Yossi Milo and Clampart were both closed for installation, so we had to move on to 24th Street. Gagosian was closed, soon to show Anselm Kiefer’s work. (On view now…) He’s a favorite of mine, so I was a bit disappointed. I mean, any German who can make great, subtle, profound art, not propaganda, out of the Holocaust is a giant in my book.

But my disappointment proved fleeting. Right next door, Mary Boone Gallery gave me an immediate reminder of when and why galleries can be relevant. Unlike photography, which is reproducible and shows well on the web, painting, sculpture, film and their hybrid, installation, need room to breathe. And high production costs can necessitate both a well funded collector base, and big rent for a warehouse space. But I digress…

Ms. Boone was showing “Squeeze,” the work of an artist I didn’t know, Mika Rottenberg. As great and perplexing as this exhibit was, allow me to take you through our experiences step by step. You walk through the alcove into the main gallery. It’s huge. In front of you is a self contained room/sculpture in the middle of the space. It has an window-type air conditioner sticking out the back, with a plant on top. As you walk around towards the opening, you see one sheet of 8.5″x11″ paper taped to the wall on your left, but you pay it no mind. There’s a big photograph of a stewardess type lady on the wall, holding some garbagy-god-knows-what, but you keep going because the room has an opening, which is kind of like a tunnel. The ceiling is made of cheap, dirty, industrial ceiling tile that looks like it was taken from some generic, schlubby New York office in Murray Hill that’s been there since 1941.

Rottenberg-installationThe hallway led to a video installation room. And I rarely have the patience for video art in such circumstances. Almost never. So often it’s esoteric and obnoxious. But not this time. Immediately, Elizabeth and I were sucked into this strange, loud, colorful and surreal world. There were people, somewhere far away from New York, cutting into trees in a misty forest. They appeared to be South Asian. The trees released liquid into drip spouts, which we realized was rubber. The video had jumpcuts to spare, but slowly we pieced together that there was a production process going on, with the rubber being turned into some product. But it was an assembly line as imagined by Terry Gilliam, crazy and nonsensical, with mouths spitting liquid through open wooden holes, and 4naked moist butts showing up occasionally as well.

We took a breather from the video as people streamed into the room, and after agreeing that it was totally awesome, we went back in to watch some more. In all my years looking at art, I don’t think I’ve ever done that before. On return viewing, we pieced together that there was some sort of a trash cube sculpture being fashioned out of the process. After we left the video house, we again saw the large photograph on the wall. It was clear that the woman in the photo was holding the aforementioned cube, which appeared to lock some refuse in rubber and maybe resin. She was smiling. I was even more curious.

From there, the obvious path was to go look at the piece of paper taped to the wall. So we did. It was a bill from a storage company. On the inventory list, we saw the components of the cube, deconstructed. The bill stated that the item would be kept in storage at this facility: in perpetuity. FOREVER. Strange.

So as we began to piece things together, the artist made a video about the production of an object that seemed to contain the waste of consumer culture, and required the extraction of natural resources from the Third World. Said object was then photographed, and locked away from society forever. WOW. Talk about embedding ideas in objects. Not only that, but the piece-it-together-yourself nature of the exhibit forced us to think, and engaged us in a participatory way, thereby referencing ubiquitous Cyberspace.

I had the gumption to approach the bespoke suited man behind the imposing desk, who handed me a price list. Edition of six. What? I asked him about it, and he said that the photo and dvd were editioned, but the cube was too. I mentioned that it seemed that the sculpture was locked away forever, and he concurred. The artist sold a proportional share of an object that people could never possess. Sound familiar? Complex financial instruments, anyone? Brilliant.

Finally, we left the gallery, after 15 minutes or so. What a trip. That’s what galleries can offer, the chance to open a door to a unique experience. To show art that enlightens, and bring the new to a jaded audience. So while the photography galleries left me flat all day, Mary Boone did not.

wolfbuildingWe finished our day on 24th Street, looking at the Michael Wolf show at Silverstein, and Abelardo Morrell at Wolkowitz. It was hard to get juiced up after my mind was blown, but I gave it a solid effort. Mr. Wolf was showing three interrelated bodies of work, all of which reference surveillance and the lack of privacy in public space. I’d seen his city-scape images on the Internet before, but here the large prints taken of office buildings from office buildings were more poignant than on a computer screen. Scale really helped. Bigger was better.

wolfsubwayBut in another room, Mr. Wolf’s images of Japanese subway goers crushed up against the train window, taken from the platform, had the opposite effect. They were candid, visceral, and yet slightly noble. They were small prints, and the size communicated an immediacy. They were, without a doubt, the best prints I saw all day. Across the room, there was one large print from the same project, and I felt the magic was lost. Bigger was not better. (I noticed the same phenomenon with Sugimoto’s “Architecture” series at Sonnabend several years ago.) Mr. Wolf’s final group of pictures were shot from Google Street View, and were not that interesting. Just because a phenomenon is important to culture, that doesn’t mean that art about said phenomenon is important. The photos were kind of boring.

wolkowitzSo on we went to finish the day with Abelardo Morrell’s large scale, color camera obscura photographs. They were very beautiful, taken in New York and Italy. Some appeared to be made on gravel streets, which were kind of strange. But mostly they showed Mr. Morrell’s now famous process of bringing images of light inside spaces. They were well crafted, lovely to look at. But they did not engage my mind in a serious way.

So Eastward we headed, out of the Gallery Ghetto. We went not three steps when I looked down and saw the most interesting broken sidewalk, strewn-refuse street scene. I looked around to see if there was any signage about, because it looked as much like an art installation as what it really was; some garbage on the street. I know that certain galleries in the past have transformed their spaces in such ways, for real. And I’d seen a Jeff Wall photograph at the Metropolitan Museum earlier in the day that was a döppelganger for what was right in front of me. But Elizabeth and I laughed, and I decided to coin the idea as a new game. Garbage, or art installation? Try it next time you’re in the Neighborhood.

Ask Anything – Pay-To-Play?

Former Art Buyers and current photography consultants Amanda Sosa Stone and Suzanne Sease have agreed to take anonymous questions from photographers and not only give their expert advice but put it out to a wide range of photographers, reps and art buyers to gather a variety of opinions. The goal with this column is to solicit honest questions and answers through anonymity.

QUESTION:

The other day I received my second invitation to participate in AtEdge. I’m really flattered, but the price tag of almost $8K is a bit steep for me. The photography industry is very competitive and it’s about getting your images out there and seen. What are the best options for promoting your work and getting it seen? Resource guides, Workbook, Blackbook. Premium websites such as Photoserve, Dripbook. Direct mail, email blast (I’ve spoken to AD’s and they say they receive 50-100 emails a day and have stopped looking at them). Entering contests…  All these services have pro’s and con’s, but they all cost. Seems if you want to take your photography career up to the next level, you have to pay to play. How do you get the most bang for the buck? Where do creatives look for photographers?

ANSWERS:

ART PRODUCER 1:

It’s not an event, it’s a process.

Marketing yourself as a photographer is no different than any other advertiser promoting their product. There are many “channels” for doing this, including conventional media like print, to newer media like email blasts and social media. As you mention, the idea is to get your work seen. Because there are as many different ways that people prefer to look at work as there are ways to show it, it’s necessary to do a little of everything. Just like advertisers do.

How to get the biggest bang for your buck? Do your homework!!

Taking a shotgun approach of blasting out promos to anyone and everyone can be quite expensive. With a little sweat equity, you can reduce the cost while putting out a more effective marketing campaign. So, presuming that your portfolio/website are ready to be seen in public, here’s a simplistic overview:

STEP ONE
Determine WHO you want to work with/market to and what kind of work you want to do. Annual reports? Event photography? The agency for L’Oreal hair color? Use resources such as Workbook and Agency Compile (much of it for free!) to research accounts you’d like to work on and who does the work. Create a written contact list or use a list service to pull one for you.

STEP TWO
Develop a marketing plan which includes promoting in a variety of media in a way that is relevant to your target market. For example, if you want to work in healthcare, don’t include images of cars in your promotions. Don’t edit your list, just chart out all the possibilities and throw in a timetable. The editing will come as you determine how much time and how many resources you have available to you. Include promotions that are reminders (postcards, emails) and also longer term promotions such as “keeper” pieces that are more substantial, like printed books or “stuff.” Contests are actually the cheapest way to get maximum exposure. If you had to pay for your own promotions with the same reach as an award show, it would be in the thousands or tens of thousands of dollars.

STEP THREE
Determine a budget. Based on your short list, determine how much you have to spend. $50? Then you may have only enough to send out a few special promos to a few key people. $500? then you can afford either repeat promotions or a more special promotion to a few more people, plus a couple of contests.

STEP FOUR
Stick with it! It will take about 2 years to make an impact. You may luck out and get work sooner, but it’s hard to leave a lasting impression in less time than that. If you let up during that time and cease marketing, the clock starts over. If you’re getting zero response in the first 6 months, you may want to consider investing in a reputable consultant to evaluate your marketing tools (portfolio/website/promotions) to give you an honest opinion.

ART PRODUCER 2:

It’s quite a commitment, you have to do your research and find out what people prefer and which markets are the best fit. You have to look into the accounts at each agency, so you’re sure to know who’s doing what. Work with someone to edit your work in your book and website. Presentation is key.

In addition to promos, do agency visits/showings. As much as it sucks to feel like you have to provide food at the showings to get people to show, it works. And, don’t forget to provide leave behinds, that way they’ll have something to remember you by.

Finally, do award shows/contests. Creatives still use them as a reference and it’s hell of a lot cheaper than paying $8000 to get lost in the shuffle.

To Summarize:
Many clients swear by their AtEdge ads work for them and other’s swear by Photoserve and even their ASMP findaphotographer.org list – while other’s focus solely on their email and direct mail marketing. We believe that you have to do your research first and see what options you have. Figure out your target market, your budget and do an equation that works for you (we prefer you at least start with 3 approaches – so that not all your eggs are in one basket). It doesn’t happen overnight, so find a plan you can build and grow over a couple of years – but it should be consistent and strong.

Call To Action:
Target market? Budget? Calculate!

If you want more insight from Amanda and Suzanne you can contact them directly (here and here) or tune in once a week or so for more of “Ask Anything.”

A Conversation with CPC 2010 Winner Oksana Yushko

Do you know the saying ‘you are what you eat’? Here it is the same thing: ‘you are what you see’. I mean the mental outlook. As I said before people in villages have simple values and their hopes are to have a good family, a husband who won’t drink, to earn enough money, to have children, to bring up them well and so on.

via Conscientious Extended

Inspiration is for amateurs; the rest of us just show up and get to work

The advice I like to give to young artists, or really anybody, is not to wait around for inspiration. Inspiration is for amateurs; the rest of us just show up and get to work. If you wait around for the clouds to part and a bolt of lightning to strike you in the brain, you are not going to make an awful lot of work.

All the best ideas come out of the process; they come out of the work itself. Things occur to you. If you’re sitting around trying to dream up a great art idea, you can sit there a long time before anything happens.

via Chuck Close | Reader’s Digest. Thx Tony.

Identify With An Artist, Don’t Compare

I have been in a creative slump these past couple of weeks so I have turned to my fellow artists and photographers for inspiration. The goal for me is to identify with an artist, not to compare myself. Telling myself this one phrase has always helped me look at someone’s work I love and feel motivated instead of jealous.

via Less Is More