The Editorial Marketplace
Discovering keys to becoming a published professional.
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Overview
In this eight week class, professional photographer Brent Winebrenner takes a stepwise approach to go from an interested and dedicated photographer to a published professional. If you have the work, intensity, and desire, Brent will teach you how to make the money. Utilizing his vast collection of images and experiences, Brent will teach you how to approach magazines, what needs to go in a query letter, and how to deal with rejection. At the end of the class, you will have a one-year plan that will take you as far as you can imagine.
This course is designed to help photographers develop the research, marketing and business skills required to break into, and succeed, in the editorial marketplace. It advocates a proactive, highly targeted approach designed to dramatically increase the odds of selling your capabilities to editorial art directors and photo editors. The course is designed to develop sale-able ideas and effective marketing strategies, rather than photographic skills. Upon completion, the student should have a detailed roadmap to publication.
What you will learn:
During this 8-week, 72-session program, you'll learn:
- How to develop your personal artist statement, brand and goals, the starting point of a successful and fulfilling career.
- About the fundamentals of the publishing industry.
- How to dissect a publication to successfully identify potential entry points.
- How to develop effective story ideas.
- How to write effective query letters and proposals.
- How to develop an effective marketing plan.
- How to submit your work, how to price it and how to protect it.
- How to create a one year plan to consistent editorial publication.
Skills you will gain
After completing The Editorial Marketplace, you'll be able to:
- Articulate your photographic goals and ambitions.
- Identify potential editorial targets of opportunity.
- Dissect a publication with a view toward developing story ideas of interest to magazines and yourself.
- Develop effective query letters, pitching your story ideas.
- Create an effective marketing plan.
- How to manage the fundamentals of your photography business, price your work and protect it.
- Develop a one-year plan to successful publication.
Lessons in this course:
Lesson 1: Creating Your Materials
Developing your artist's statement, branding statement and goals.
Introduction / Roadmap
Artistic Assessment
Artistic Assessment (cont.)
Branding
Branding (cont.)
Branding / Design
Design / Goal Setting
Goal Setting (Cont.)
Review / Assignment
Lesson 2: The Industry and Research
Basics of the publishing industry and an introduction to magazine research.
Intro :: Print Publishing
Print Publishing Basics
Breaking In
How To Get Started
Getting Started (cont.)
Rules To Live By
Research
Research (Cont.)
Examples and Assignment
Lesson 3: Magazine Research
Developing magazine research skills.
Editorial Slant & Analysis
Cover Analysis
Advertising Analysis
The Table of Contents
Features & Masthead
Content Analysis
Bringing it Together
Lesson 4: Creating the Story
How to develop effective, sale-able story ideas.
Introduction to Ideas
Creativity and History
Traits of Creatives
Traits of Creatives (Cont.)
Path to Ideas
Personal Creativity
Wrapping Up / Assignment
Lesson 5: The Query Letter
How to create effective query letters.
Introduction to Query Letters
Query Letter Basic
The Pitch
Sealing the Deal
Using Guidelines
Guidelines (cont.)
Suggestions for Success
Some Do's & Dont's
A Case Study
A Case Study (cont.)
Lesson 6: Marketing for the Marketplace
Marketing and submission strategies.
Collateral Material
Material (cont.)
Mailing Considerations
Email?
Campaigns
List Building
List Building (cont.)
Websites - Part 1
Websites - Part 2
Web Examples
Conclusion / Assignment
Lesson 7: Business Basics
Estimating costs, pricing, contract paperwork and copyright
Estimating
Overhead and Expense
Break Even
Proposal
Pricing
Stock and Small Jobs
Contracts
Contracts (cont.)
Copyright
Licensing
Wrapping Up
Lesson 8: Your One Year Plan
Developing a one-year plan to publishing success.
A One Year Plan
Build a Foundation
Market Research
Research (cont.)
Portfolios and Campaigns
Campaigns (cont.)
Wrapping Up
Test Video
Requirements
- An advanced amateur or better level of photographic skills and vision, supported by Pro-sumer 35 mm digital camera and intermediate Photoshop skills.
Who should take this course?
- This course is especially designed for photographers who want to develop the research, marketing and business skills required to break into the editorial marketplace.
What kind of materials will I need to complete the assignments?
- You will need basic Pro-sumer gear.
Register for this Course by choosing an upcoming date:
Brent Winebrenner, Instructor
Brent Winebrenner is a California-based editorial travel, corporate location and stock photographer. In addition to a wide variety of publications for photo library and stock agency Lonely Planet, his work has appeared in National Geographic Traveler, National Geographic Adventure, Sunset, Island Magazine, California Home, Cowboys & Indians, Food & Home, Santa Barbara Magazine, Seasons, Upwardly Mobile, Modern Bride, Wine Spectator, The New York Times, The New York Daily News, The Washington Post, The Guardian, The Independent, Magellan's Travel and The Territory Ahead catalogs, as well as in many textbooks, annual reports and corporate collateral materials.
Brent served as a Semester at Sea photographer and taught location lighting in the Visual Journalism Department at the Brooks Institute of Photography. He has produced a variety of corporate branding videos for Kendall Jackson and is currently working on two coffee table books for Rizzoli Publications. To view his work, visit www.brentwinebrenner.com.
Course type: Online Courses
Duration: 8 weeks
Cost: $425
