PhotoGraphia contributor Jeffrey Goggin emailed me today an interesting remark he has made on photography books publishing. The debate about imaging and media has been revamped by the recent release of advanced tablet devices which, according to many commenters, bear the potential of making paper obsolete (at least in the long term). And having experienced the making of seven books myself, I thought that I should share our brief email conversation with PhotoGraphia readers.
Jeffrey: This past Friday night and all-day Saturday, I attended a how-to seminar at a new gallery in Gilbert (near Phoenix, Arizona, where I live) about publishing a book of photographs. Although I already had some idea as to what was involved -specifically, the part about how photography books generally don't make any money unless they sell 8-10,000 copies; hence the photographer is expected to personally contribute/raise funds from others (sponsors, patrons, family) to cover the loss that would otherwise be incurred by the publisher-, I was surprised to learn how small the typical press run is for most books of photography, including even those by very well known photographers: 1,200-1500 copies! For an unknown photographer, 1,000 copies is not unusual and very few press runs are for more than 2,500 copies. And even for a 1,000-copy press run, the cost the featured photographer will be expected to cover -in advance of publication, naturally- is typically in the range of $15-20,000 … yikes!
GG: And your figures refer to the US market! Imagine what happens in a small country like mine (Italy) where most photography and contemporary art books are 100% at the expense of galleries, museums or artists themselves most of the times.
Jeffrey: The reason why photographers agree to subsidize publishing a book of their photographs (aside from vanity) is because of the marketing and promotional benefits having such a book can provide, depending upon where they are in their careers. In my case, though, given the non-existent state of my "career" as a photographer, publishing a book of my photographs makes no sense whatsoever (which is something I'd already deduced before I attended the seminar, so I wasn't disappointed upon learning this), but when the time does come -if ever!- the information I learned this weekend will prove more than worth the $195 fee I paid to attend the seminar.
GG: If publishing one's photo book is crucial, books-on-demand online services like Blurb do a good job for a total cost which is more manageable. Meaning that even if the cost-per-copy is higher (the double, more or less), a limited quantity of copies, even a single copy at a time (which is more than enough most of the times) can be ordered.
Jeffrey: Yes, Blurb does a good job with what they offer, but your book has to fit the formats they offer (size, paper choice, etc.), which works just okay in some cases, quite well in others, and not at all for others still.
GG: True. But new options are being offered to customers, and chances to find your ideal format increase every day. Moreover digital print quality (Blurb uses HP Indigo printers, for instance) is largely over the average traditional print-shop output.
Jeffrey: I agree. Except that with Blurb, you're self-publishing, which means you have to arrange for promotion and distribution yourself. If you already have a customer base, it can work very well, but if you haven't yet sold more than a handful of prints, then you face an uphill battle to attract attention for the book and you're the only soldier who's fighting!
It would be interesting to know which is your favorite weapon: how many of you print their photographs by themselves, how many use lab services, how many post them in the Web, how many have them published in books (self or traditionally published) to fight (and hopefully win) their battle.