Michael Sedge has been selling his photos and articles to foreign markets for more than two decades. His book (THE WRITER’S AND PHOTOGRAPHER’S GUIDE TO GLOBAL MARKETS), can open the door to these markets for other photographers. I talked with Michael and asked him about marketing to foreign buyers.
“I first began selling images to foreign publications in 1983,” Michael says. “Today, more than eighty percent of my photographs sell in places outside of North America — in Africa, Asia, and Europe. It is not difficult to sell overseas. In fact, technology today has made marketing to foreign publications as easy as selling to your local newspaper.”
“How do you get started?” I asked.
“Start first with an email query letter. It’s the best way to approach international publications for the first time. It saves on expensive overseas postage and often will bring a faster reply than will an unsolicited submission of photos. Include a list of your stock images for the photobuyer or art director.
Initially, concentrate your efforts towards publications printed in English. Australia, England, Ireland, New Zealand and South Africa all have English language periodicals, as do nearly all other countries in the world. In England, Off Duty; in Singapore, Her World; in Italy, Neural; in Sweden, Scanorama; in Germany, Visuel; in Spain, Lookout; in Costa Rica, FIPP Magazine World.
“How do you locate these and other markets?” I asked.
“Finding foreign markets is not as difficult as you might think. One good source is the International Writer’s and Artist’s Yearbook http://www.writersandartists.co.uk. This 600-plus page book is published in England and lists more than 4,500 overseas markets. It is available in major bookstores in the United States, or your library, through the Inter-Library Loan Service.
“The Willings Press Guide, http://www.willingspress.com, also published in the UK, is found in many libraries, though it does not list rates or specific editorial needs.”
When Mike sends selections of his images, he says, “I prefer to send thumb-nails to foreign publications. For most editorial needs, these are sufficient. And I ship any photo packages by courier — UPS, Fed Ex, etc. This provides me with a method for tracking shipments by the Internet, or through a toll-free number. Also, my experience is that if you utilize courier service to deliver images, the client often returns this courtesy, and returns your package the same way after use. Of course today almost everything is digital, with electronic delivery making things a lot easier.
“Opportunities to display your photo story, essay, or individual images on your (or a photobuyer’s) web page now present an effective marketing tool, and as more and more international photobuyers are becoming Web-savvy, you’re able to get your work in front of increasing numbers of buyers.”
I asked Michael what reception he gets if he submits digital submissions.
“Foreign buyers who are accustomed to dealing with English-speaking photographers, are at the forefront when it comes to Internet literacy. You have an advantage dealing overseas with buyers who are Internet-ready. They can view thumbnail submissions and make their decisions in a matter of hours. You then have the opportunity to submit a high-resolution image on-line, or send a disk to them overnight. The digital revolution has transformed the possibilities of foreign marketing!”
NO CROSS-READERSHIP CONFLICT
“Like periodicals in the United States, nearly all overseas magazines use one-time publication rights,” reports Mike. “This means you are free to sell and re-sell your package and images as many times as you wish. Because there is no cross-readership conflict among foreign publications, international photobuyers welcome the opportunity to buy their material this way.
“International editors are accessible by email, and nearly all use faxes. And in most cases photo editors abroad like using these modes of communications for initial contact.
“The financial return, in many cases, can be greater with overseas publications than domestic U.S. markets. Foreign in-flight magazines average $750 for a short text-photo package — and most use lots of photo essays. Publications for women pay in the $100-$200 range per photo, while travel magazines pay $150-$250 per photo. Many international publications will pay with a bank draft in U.S. dollars, often drawn on a U.S. bank. Cashing checks is, therefore, no problem. Others may offer to make a wire transfer directly into your account.”
A SYSTEM
“Have you refined your working methods into some kind of a system?” I asked.
“When I first began marketing my images abroad, I came up with a system which I think works for me,” Michael says. “I decided to send one query/stock list each week to a different foreign photo editor. After sixty days, I had received three replies (one sale), and had another five queries out. I continue sending a query/stock list overseas each week. Remember, because there is no cross-readership conflict, I can send the same photoarticle package to a couple dozen photobuyers. If they all use it, no problem, because their readers are in different countries, and usually in different languages.
“The photobuyers are open to this, because they know I can invest more time and talent into my photos and photo stories when I know I can market them several times, which results in higher quality material for them.
“Today, more than 25 years after I first began, I have some 1,000 stock lists on file with foreign markets. During the past five months, I have had images published in England, Germany, Italy, Spain, South Africa, the Middle East, Singapore, Hong Kong, the Philippines, Japan, and, of course, the United States.”
TEN TYPICAL OVERSEAS MARKETS
Silkwinds (Inspire Publishing, 39 Jalan Pemimpin, #04-03 Tai Lee Building, 577182 Singapore) Lauren Li, Publisher, +65/6358-2289 (T) +65/6353 2542 (F) lauren@inspire-publishing.com http://www.inspire-publishing.com
Sawubona Magazine (1st Floor, 154 Pollofin House, Hendrik Verwoerd Dr., Ferndale 2194 South Africa) Lizeka Mda, Editor, 27 11 993 6300 (T) sawubona@mafube.co.za
[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) freebie@jonespublishing.co.nz [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) mediarep@mos.com.np http://www.majormedia.co.uk/diganto.html
Jetstar (54 Park Street, Sydney, NSW 2000, Australia) Ms. Kyle Rankin, Editor, (02) 9282 8946 (T) krankin@acp.com.au http://www.jetstar.com
High Life* (Cedar Communications Ltd., Pegasus House 37-43, Sackville Street, London, W1S 3EH United Kingdom) Kerry Smith, Managing Editor, +44/(0)20-7534-2400 (T) +44/(0)20 7534-2401 (F) high.life@cedarcom.co.uk http://www.cedarcom.co.uk/
CSA Review (Czech Republic) Ms. Magdalena Chvalinova, +420 220 114 259 (T) magdalena.chvalinova@csa.cz http://www.czechairlines.com
CARA (Harmonia Ltd., Clanwilliam House, 2 Clanwilliam, Dublin 2, Ireland) Lizzie Gore-Grimes, Editor, +353(01)240-5300 (T) lizziegg@harmonia.ie http://www.harmonia.ie
Blue Wings (PO Box 100, 00040, Sanoma Magazines, Helsinki 00350, Finland) Ms. Johanna Hytonen, Managing Editor, +359 9 120 5883(T) +358 9 120 5988 (F) johanna.hytonen@sanomamagazines.fi http://www.sanomamagazines.fi
Atlantis (Edificio 27, 8, sala 32, Lisoba, 1702-801 Portugal) Zelia Carmezim, Executive Coordinator, +351 21 841 6463 (T) +351 21 841 5772 (F) zcarmezim@tap.pt http://www.tap.pt
By: Rohn Engh About the Author:
Rohn Engh, veteran stock photographer and best-selling author of “Sell & ReSell Your Photos” and “sellphotos.com,” has helped scores of photographers launch their careers. For access to great information on making money from pictures you like to take, and to receive this free report: “8 Steps to Becoming a Published Photographer,” visit
http://www.sellphotos.com