Michael Sedge has been selling his photos and items to foreign markets for more than two decades. His book, THE WRITER’S AND PHOTOGRAPHER’S GUIDE TO GLOBAL MARKETS, may open the door to these markets for other photographers. I spoke to Michael and asked him about marketing to foreign buyers.
“I started selling images to foreign publications in 1983,” says Michael. “Today, more than eighty percent of my photography is sold in places outside of North America, in Africa, Asia and Europe. It is not difficult to sell abroad. In fact, today’s technology has made marketing to foreign publications as easy as selling to your local newspaper.”
“How do you start?” I asked.
“Start with an email inquiry letter first. It is the best way to approach international publications for the first time. You save on postage costs abroad, and you’ll often get a quicker response than sending photos unsolicited. Include a list of your stock images for the photo buyer or art director.
Initially, focus your efforts on print publications in English. Australia, England, Ireland, New Zealand, and South Africa have English-language periodicals, as do almost every other country in the world. In England, out of service; in Singapore, Her World; in Italy, Neural; in Sweden, Scanorama; in Germany, Visual; in Spain, Mirador; in Costa Rica, FIPP World Magazine.
“How do you locate these and other markets?” I asked.
“Finding foreign markets is not as difficult as it seems. A good source is the International Writers and Artists Yearbook http://www.writersandartists.co.uk. This 600+ page book is published in England and lists over 4,500 foreign markets. It is available at major bookstores in the United States, or at your library through the Interlibrary Loan Service.
“The Willings Press Guide, http://www.willingspress.com, also published in the UK, is available in many libraries, although it does not list fees or specific editorial needs.”
When Mike submits selections of his images, he says, “I prefer to submit thumbnails to foreign publications. For most editorial needs, these are enough. And I send any photo package by courier: UPS, Fed Ex, etc. This provides me with a method to track shipments over the Internet or through a toll free number. Also, my experience is that if you use the courier service to deliver images, the customer often returns this courtesy and returns your package the same way after use. Of course, today almost everything is digital, and electronic delivery makes things a lot easier.
“Opportunities to display your photo report, essay or individual images on your (or a photo buyer’s) website now present an effective marketing tool and as more and more international photo buyers are becoming adept at the Web, you can get your work in front of a growing number of buyers.”
I asked Michael what reception he gets if he sends digital presentations.
“Foreign buyers who are used to dealing with English-speaking photographers are at the forefront when it comes to internet literacy. You have an advantage when negotiating abroad with buyers who are ready for the Internet. They can view thumbnail presentations and make their decisions in a matter of hours. You then have the opportunity to submit a high resolution image online or send them a disc overnight. The digital revolution has transformed the possibilities of outdoor marketing!”
NO CROSS-READER CONFLICTS
“Like US periodicals, almost all foreign magazines use single publishing rights,” reports Mike. “This means that you are free to sell and resell your pack and images as many times as you want. Because there is no cross-reading conflict between foreign publications, international photography buyers welcome the opportunity to purchase their material in this way.
“International publishers are accessible by email and almost all use faxes. And in most cases, overseas photo editors like to use these modes of communication for initial contact.
“The financial return, in many cases, can be higher with overseas publishing than with domestic U.S. markets. Foreign magazines on board average $750 for a short package of text and photos, and most uses a lot of photo essays. Women’s publications pay between $100 and $200 per photo, while travel magazines pay between $150 and $250 per photo. Many international publications will pay with a bank draft in US dollars, often drawn on a US bank. Therefore, cashing checks is not a problem. Others may offer to make a bank transfer directly to your account.”
A SYSTEM
“Have you refined your working methods into some kind of system?” I asked.
“When I started to market my images abroad, I came up with a system that I think works for me,” says Michael. “I decided to send an inquiry/stock list every week to a different foreign photo editor. After sixty days, he had received three responses (one sale) and had another five inquiries. I keep sending an inquiry/stock list overseas every week. Remember, since there is no conflict between readers, I can send the same package of photo items to a couple dozen photobuyers. If everyone uses it, that’s no problem, because your readers are in different countries and usually in different languages.
“Photo buyers are open to this, because they know I can put more time and talent into my photos and photo stories when I know I can trade them multiple times, which translates into higher quality material for them.
“Today, more than 25 years after I started, I have some 1,000 stock listings on file in foreign markets. Over the past five months, I’ve posted images in England, Germany, Italy, Spain, South Africa, the Middle East, Singapore, Hong Kong, the Philippines, Japan, and of course the United States.”
TEN TYPICAL FOREIGN MARKETS
Silkwinds (Inspire Publishing, 39 Jalan Pemimpin, #04-03 Tai Lee Building, 577182 Singapore) Lauren Li, Editor, +65/6358-2289 (T) +65/6353 2542 (F) [email protected] http ://www.inspire-publishing.com
Sawubona Magazine (First Floor, 154 Pollofin House, Hendrik Verwoerd Dr., Ferndale 2194 South Africa) Lizeka Mda, Editor, 27 11 993 6300 (T) [email protected]
[http://www.sawubona-inflight.co.za]
Freebie (Level One, 29 Beach Road, City, PO Box 91344 AMSC, Auckland, New Zealand) Victoria Wells, Editor, 09 358 7295 (T) 09-358-7291 (F) [email protected] [http://www.jonespublishing.co.nz/freebie_media.pdf]
Diganto (Global Exposure, South Asia Rep Office, PO Box 3160, Baluwatar – 4, Kathmandu, Nepal) Mr. Bheem Timilsina, Executive Editor, +997/14420848 (T) +977/14421179 (F) [email protected]. pn http://www.majormedia.co.uk/diganto.html
Jetstar (54 Park Street, Sydney, NSW 2000, Australia) Ms Kyle Rankin, Editor, (02) 9282 8946 (T) [email protected] http://www.jetstar.com
High Life* (Cedar Communications Ltd., Pegasus House 37-43, Sackville Street, London, W1S 3EH UK) Kerry Smith, Managing Editor, +44/(0)20-7534-2400 (T) +44/(0 )20 7534-2401 (F) [email protected] http://www.cedarcom.co.uk/
CSA Review (Czech Republic) Ms. Magdalena Chvalinova, +420 220 114 259 (T) [email protected] http://www.czechairlines.com
CARA (Harmonia Ltd., Clanwilliam House, 2 Clanwilliam, Dublin 2, Ireland) Lizzie Gore-Grimes, Editor, +353(01)240-5300 (T) [email protected] http://www.harmonia.ie
Blue Wings (PO Box 100, 00040, Sanoma Magazines, Helsinki 00350, Finland) Ms. Johanna Hytonen, Editorial Director, +359 9 120 5883(T) +358 9 120 5988 (F) [email protected] http: //www.sanomamagazines.fi
Atlantis (Building 27, 8, room 32, Lisoba, 1702-801 Portugal) Zelia Carmezim, Executive Coordinator, +351 21 841 6463 (T) +351 21 841 5772 (F) [email protected] http://www. touch.pt
