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Glazer's Camera
Jeff Sedlik

Jeff Sedlik

Jeff Sedlik is co-chair/ad agency liaison for the Los Angeles chapter of the Advertising Photographers of America. He writes often about the business of advertising photography. The APA national rate survey referenced in this article can be accessed online at apanational.org.

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Jeff Sedlik: Photographers Need to Get Down to Business Unpublished

11 October 2000 Published in Guest View

Balancing rates and rights is no easy task for most photographers.

When it comes to the business of image making, many photographers are short-sighted. They focus intently on the creative or logistical challenges of the assignment, but are fuzzy on its financial details. While skimming quickly over the fine print on a purchase order, they fail to realize that the primary goal of negotiating is not to win the immediate assignment. Instead, it is to win the respect of the client with whom a long-term relationship will result in job after job for years to come...