“Wow! You get paid (insert seemingly exhorbitant sum here) for one day’s work and get to take the rest of the week off!”–from the occasional friend, relative or potential client.

I love to watch the groom's reaction when he first sees his bride.

“I could buy a camera and let my sister/friend/uncle take the photos for that price.” –heard more than once from people bemoaning the general cost of professional wedding and portrait photography.

The first kiss.

“That’s it? That’s all you charge? I know I’m shooting myself in the foot here, but I’ve seen far worse work from photographers who charge far more.” –a graphic designer who was pre-screening wedding photographers for her best friend, upon hearing my fees for 2009. And yes, I raised my rates for 2010.

I’ve heard the whole spectrum of responses to my quotes for wedding photography. While I know very well how I come up with my fees, I have to remind myself that it can be easy for the layperson to be confounded when trying to reconcile how we can charge what we do and still drive dented station wagons, drink sub-par malt beverages and clip toilet paper coupons from the Sunday paper.

Their First Dance

Wedding photography is not the “posh life.” Granted, most of us work for ourselves and set our own schedules, but any small business owner knows that this doesn’t mean we work when we feel like it. But what a client pays is not immediately deposited into the photographer’s personal checking account.

For the sake of this article, let’s take a look at a fictional $3200.00 wedding package. This package includes unlimited photography (up to 10 hours), a 14-page flush-mount album, online previews, 400 printed 4×6 proofs, a digital slideshow on DVD, and an assistant. (This package isn’t offered “out of the box” by my studio, but it’s an example I’ve seen out there among my fellow wedding photogs).

Posing for Mom

Event Specific Investments:

Client Planning: 5+ hours

Shot lists, schedule framework, questions, referrals, site recon and travel, any requested in-person follow-up consultations and factoring in the 25-30% of clients the photographer meets, but who book elsewhere)

Wedding Day: 13+ hours

10 hours’ photography

3 hours’ setup, breakdown, packing, unpacking, light checks, local travel

Postproduction: 50 hours

Exchanging Rings

Initial Downloads, Edit, Burning: 2 hours

Postproduction (minor cosmetic, color/density, file conversion) 45 hours

Average 75 images/hour capture, 10-hour wedding = 750 images

First Dance (Second Photographer)

Web Optimization/Burning or Upload for 750 Online Previews: 2 hours

Albums, DVD + Prints: 25 hours + expenses

Album Consultation: 2 hours

Album Design: 1 hour per page (often outsourced)

Album/Manufacturer Quibbling & Consultations: 1 hour

Client Layout Proofing, first revision 3+ hours

Print Selection & Delivery to Printer: 2 hours, plus expense of 400 unique 4×6 machine proofs

DVD Slideshow: 2+ hours for 100 images, formatted and burned. Custom screen/label graphics, printing, materials, music synchronization.

Assistants (Wedding Day):

$100-$250/day, depending upon experience and complexity/length of event.

General Overhead:

Professional Equipment Maintenance

My gear is professionally maintained as needed, which can be a frequent thing. Digital gear requires that sensors and optical elements be cleaned professionally at least once a season, and in-house before every event.

Wedding photography is a full-contact sport. Equipment gets dropped, bumped, toppled, doused, and in one case, I had a dog come up and pee in my camera bag during a portrait session in the park. All wedding photographers are accustomed to sending gear in for repair at manufacturer-certified pro shops, and budget accordingly. And if Fido fried the microprocessors in my camera…

New Gear

They don’t make equipment like they used to, and in any case, wedding photographers use the heck out of their primary equipment. Whether I’m upgrading, augmenting or replacing equipment, each year I purchase at least $5000 in photo gear alone. I purchase from reputable dealers, and do not buy “gray-market” equipment. Rarely do I buy used, since I want to know maintenance history of any piece of gear upon which my clients and I will depend.

Rented Equipment

Sometimes it just makes sense to rent certain items. I depend upon rental shops such as Pro Photo Supply or Calumet when I need a few extra strobes, that specialty lens or an item that’s out of my current budget. While gear rentals are an expense, it keeps my general overhead low…but does make me get up at 7am on my day off to make sure it’s all returned by the rental shop deadline.

Computers! Software! Peripherals!

While we digital photographers are saving a bundle on film, we’re spending twice that on computer components, upgrades, storage and software. This is something the average Joe can relate to, but also note that computers that are rated to handle, process and store thousands of 50mb files don’t come cheap. I have a notebook for on-site downloads and client presentations, and am about to upgrade my studio desktop…though ideally, I’d have two. Our monitors must be top-quality, and they require pricey calibrators and color profiling. And I’m not even going to go into printers, other than to say that I’m currently outsourcing all but proof index sheets to save time and expenses.

I use three or four photo-specific software programs to edit, convert and retouch my images. Each of these programs is upgraded at least every 18 months.

Photographic memory is another biggie. Microdrives are expensive, cranky and delicate. I use both Compact Flash and Microdrives for image capture, and at about $150/pop per gig of reliable memory, well…

Education & Experience

I put in my hours as a wedding assistant, sometimes compensated, often times not. My first few weddings were more an investment for me than a source of income, as I hadn’t refined my technique and workflow for maximum efficiency. And like any good professional, I’m always learning how to improve my photography and postproduction skills. I spend several hours each month researching and testing new techniques, and several hundred dollars each year–at least–on technical instruction. Of course, there’s also the learning curve involved with new technology and equipment, since I never use a client’s wedding day to try out a new camera or strobe.

Promotion

Many brides find their photographers in event directories, local wedding guides and glossy magazines. Others visit online wedding websites. All of these charge quite a bit for advertising, and are useless unless the photographer has a professional website and gallery. Most photographers get the most business from client referrals, but as a general rule, a wedding photographer has to have a presence in online and print marketing avenues to gain name recognition.

What else? Oh, yes. Postcards, business cards, brochures, letterhead…all these are part of a professional’s expenses.

I also belong to several professional organizations for many reasons–networking, learning, contests that challenge me to improve my work, and…let’s be honest here…directory listings and peer referrals. Membership, though worthwhile, is spendy.

Outsourced Work

In addition to my assistants, a professional will factor in any outsourced work. Album manufacturers, proof printers, website designers, online preview/shopping cart hosts, postproduction assistants, CPAs, legal consultants…all of them take a bite.

General Business Expenses

Utilities, office supplies, vehicle maintenance, fuel, bookkeeping software, merchant account fees, light bulbs, insurance…you get the idea. And those sensible shoes I wear to keep my dogs from barking in the 11th hour of your wedding…and dry cleaning…and coffee, coffee, coffee, coffee…

Other Factors to Consider

Ever see the Discovery channel series on crab fishermen(Deadliest Catch)? If you have, you know why they make thousands of dollars in a few days’ time. While most wedding photographers aren’t subjected to the risks of drowning in arctic seas, our work is quite seasonal. There’s the boom between April and November, and the relative hang-time the rest of the year (when we busy ourselves with album consultations, new client consultations, training and non-wedding projects). There are only so many weekends in the year (though weekday weddings are becoming more common) and many of us limit the number of events we book due to time constraints and concern for both quality of service and personal sanity. I’m shooting for 30 weddings for 2011–and several of those will be half-day events that, because they are less work-intensive, generate less income.

Like crab fishing, wedding photojournalism is physical. Carpal tunnel, tennis elbow, bad backs, bum knees, sore feet–all of these are casualties of 14-hour event days and the subsequent hours in postproduction. Whether or not we have assistants to help, we still have to carry several pounds of gear on our bodies for hours at a time, ignoring our chiropractor’s demands for weight distribution in favor of accessibility. Am I whining? Perhaps, but few people realize just how much we dedicated shooters invest in each wedding.

Summary

At least half of every wedding package is earmarked for tangible products that are delivered to clients as well as the costs of doing–and improving–our businesses. The rest trickles into our personal banking accounts, to pay the bills that keep us happy, fed and eager to continue doing what we love. Whenever somebody tells me, “You’re so lucky to work for yourself,” I remind them that the opposite is true: A wedding photographer with a similar workflow will have as many as 40 bosses every year, not including the client’s intended spouse and wedding planner. Of course, the only person keeping me on task on a day-to-day basis is me…and Me is one heck of a slave driver.

The “Lucky” part is dead-on. I love what I do, or else I’d be doing something else. I miss a lot of my friends’ and family’s social gatherings, but I meet the most interesting people all the time, and have found new friends among my clients. I get to travel. I get to eat a lot of cake. I get to observe and document a lot of joy (and a little hilarity). I get to hang out and talk shop with some of the most talented and creative photographers in the profession. Every job is different from the last, and the opportunities for learning never end. I’m rarely ever bored. I’ve avoided the prairie-dog colonies that we call office cubicles, and my home office looks out on six urban-dwelling chickens and a determined tomato plant rather than a parking lot. And later this afternoon, I get to meet with two really cool people whose wedding just might become my next favorite.

Rarely will a photographer accumulate great wealth from wedding photography. Not without writing books, conducting seminars and inventing new gadgets, and even then, well. But every full-time professional wedding photographer, in order to continue to do what she loves, must be realistic in her pricing so that she can remain competetive in skill, customer service and workflow. Her prices should reflect the level of service and quality of products she offers, with a great emphasis in experience and self-confidence. When I come across photographers who charge far less than they should–judging from their portfolios and sample weddings–I wonder how much confidence they have in their own abilities, or how committed they are to continuing their career. I wonder if they’ve got a reputation of poor customer service, forcing them to keep their rates low. Perhaps they have a day job to pay their bills, or photography is simply a weekend hobby. In any case, I wonder if they’ll burn out and be gone by the following season, or if they’ll realize the value of their work and time, and change their prices accordingly.

On the other hand, I have no problem announcing my standard rates on my website. Most clients who know what’s up will bookmark my gallery and give me a call, while those who don’t have the same perspective I’ve tried to give you here will quickly move along until they find something that fits their idea of a reasonable rate. While I’ll customize a package for a client, I simply won’t haggle over component fees. I don’t overinflate my products and services, and any client who doesn’t see the value in what I (or my contemporaries) offer is best off looking elsewhere. Sacrifices we wedding pros make to cater to such clients comprimise the clients who are eager to book us at our established rates, and simply forces us to either work below minimum wage or eliminate the crucial improvements to our businesses. That just won’t fly.

You know, all the sudden, that $3,200 package seems downright cheap.

Anybody who might have any specific questions about points mentioned above, or neglected entirely, is encouraged to contact me at fritz@blackeaglestudios.com

How to Choose Your Photographer

1. Why hire a Professional Wedding Photographer?

If you are on a budget, you might be tempted to get a friend to photograph your wedding. He might even be a skilled amateur photographer. However, this is one area where you do not want to try to save money. You have only one shot at your wedding photography; you do not get any second chances. A professional wedding photographer makes all the difference. The wedding photographer will be the one person who has a lasting effect on the memory of your wedding. A professional wedding photographer is reliable, prompt, and will deliver on time. Having photographed numerous weddings, an experienced professional wedding photographer will be in his element at your wedding, not nervous and under pressure like an amateur. A professional wedding photographer uses the best color processing laboratories that deliver uncompromising quality. Professional wedding photographers are experienced in working efficiently with the limited time available, and are comfortable directing the family groups during the formal group photography. When you consider the entire wedding, the cost of professional wedding photography is insignificant. Do not skimp. It will come back to haunt you.

2. How do I search for the Professional Wedding Photographer?

A recommendation is the best way to gain confidence in a professional wedding photographer. In the absence of a recommendation, you will have to do your own research. The fact that you are reading this article online indicates that you will most likely do some of your searching on the internet. This is a good way to reach a large number of wedding photographers quickly, and to reach professional wedding photographers outside your immediate geographic area. 

A good professional wedding photographer will travel to exotic wedding destinations for his clients. You can look for a local professional wedding photographer, or for a wedding photographer who will travel to your locale.

3. How do I narrow down the Professional Wedding Photographer Short List?

Examine the wedding photographer’s portfolios whether they are at his premises or his online portfolios. Look for a style of wedding photography that suits your own particular style, wants, and needs. Are you looking for traditional classic wedding photography, or do you want a more casual candid approach? Have you considered the photojournalistic style of wedding photography? Perhaps you would prefer a blend of styles. A good professional wedding photographer is capable of offering all styles, but might specialize in one particular style. Look at what styles he offers in his wedding portfolios.

4. When do I speak with my Professional Wedding Photographer?

You do need to speak to your potential wedding photographer very early on in your planning process. Good professional wedding photographers are often booked up months and even years in advance. You need to secure your photographer as soon as possible.

The way you are received on the phone should give you some indication of how you will be able to connect with the photographer in person. Having a close professional working relationship is a vital requirement. Be sure that your wedding photographer is approachable, calm, collected, listens to you, and actually pays attention to your requests and questions. 

Establish whether your potential wedding photographers are available on your wedding date. Find out whether the marquee photographer (normally the owner of the business) will be doing your photography. It is important to note that the large wedding studios employ many second and even third tier photographers, one of whom may be assigned to your wedding. 

If you are not going to get the services of the marquee wedding photographer, establish who will be the actual photographer assigned to your wedding, and make sure that you meet with, and see portfolios shot by, the photographer that will be assigned to your wedding. Does the second tier photographer have the technical expertise, the artistic expertise? Does the photographer have an eye for the memorable image?

5. Why should I meet with my Professional Wedding Photographer?

Based on what you have found, make your first choice and arrange a meeting with the wedding photographer. This meeting will tell you a lot about the photographer, whether it is the marquee wedding photographer, or the assigned wedding photographer. Both Bride and Groom, if possible, should attend this meeting. You will quickly tell if you are going to get along, whether you and your wedding photographer are on the same page. Are you comfortable with the photographer, does he make you feel at ease? Does he really listen to what you have to say? What style of photography does the wedding photographer prefer to shoot? What style does he think would suit you? Does he offer references with telephone number for you to call and se how they enjoyed the experience? When you leave, did you feel as though you had met someone who could become your friend? 

If you have a positive face-to-face experience with the professional wedding photographer, and the technical and artistic expertise exceeds your expectations, this is the time to discuss all aspects of the wedding photography. Ask the difficult questions. Don’t hold back. Get them off your chest. I have listed most of the important questions below.

6. How much does a professional wedding photographer cost?

Prices can range from as low as $500.00 to well over $5000.00. If you are offered a wedding package under $500, you are probably dealing with an inexperienced wedding photographer and you could be at risk of inferior photography. Most couples underestimate the cost of good wedding photography, sometimes by as much as 50%. The total amount spent on your professional wedding photography should be at least 20% of your total wedding budget.

7. How much time does a professional wedding photographer need in order to give me what I need?

The time the photographer spends photographing your wedding is dependent on the events you want covered. The options are endless, they are entirely up to you, and include

•Rehearsal dinners and services

•Bride’s preparation

•Formal bride and bridesmaid photography before the wedding

•Formal bride and groom photography before the wedding

•Wedding ceremony

•Leaving the church (ceremony)

•Formal group photography

Reception photography, including speeches, first dance, bouquet toss, garter toss, cake cutting, and departure of the bride and groom

8. How many wedding photographs should I get?

Many professional wedding photographer now include the price of the proofs (typically 4×6” prints) in their package. This number will be dependent on the amount of film shot. Photographers will remove all unflattering photos from the proofs. A minimum of 120 – 150 photos is typical, allowing you to select the best ones for your album and enlargements.

9. Who keeps the wedding photography negatives/files?

Most professional wedding photographers retain the negatives and/or digital files, and have the clients order reprints and enlargements as necessary. They make a portion of their income based on the reprint and enlargement orders. They will keep their negatives/files on hand for at least two years allowing you the opportunity to order reprints up to two years after the wedding. Other photographers give the negatives/files to the client. They usually charge more for this approach as they forgo the future reprint income. Decide which option is best for you and ask your wedding photographer.

10. What about wedding photography packages?

Professional wedding photographers often price their wedding photography in terms of packages that include enlargements and albums. This is often a sensible approach for the client as the photographer has the artistic eye to arrange the photos and enlargements in the album in an artistic and sensible display, often at a fraction of the cost that you would be able to do yourself. The cost of the wedding photography package you choose will depend on several factors.

•Time allocated to wedding photography

•Number of photos (proofs)

•Number of enlargements

Albums, type of albums and parents albums. There are many different types and styles of wedding photo albums from the inexpensive to the very pricey. The more expensive albums will endure better and give you a lifetime of happy viewing. Ask to see samples.

11. What about black and white wedding photography?

Clients often like the timeless feel and beauty of black and white images. All good professional wedding photographers will offer both black and white and color wedding photography.

12. What lighting will the professional photographer use and will it ruin the service?

Outdoor photographs are usually made with ambient daylight and the use of reflectors to minimize harsh shadows. Fill-in flash is also used outdoors to remove shadows. Photography indoors normally requires the use of artificial lighting, normally flash. These days, on-camera flash units are suitable for most applications, but in the more expensive weddings, professional wedding photographers will use flash bounced off tripod-mounted umbrellas, often using radio-controlled triggers. Photography in the church is a delicate matter, and often flash is avoided if there is enough ambient light. Certain churches restrict the use of flash. A good photographer will be prepared for any lighting conditions, but restricting the use of flash can greatly reduce the quality of the images.

13. Should the wedding photographer use filters?

If he is using a film camera, then expect that he will use several different effect filters, allowing more creative imagery. However, these should be used sparingly. Digital cameras allow the photographer to add effects later.

14. What camera equipment will the professional wedding photographer use?

Wedding photographers typically have the choice of several formats:

•35mm (36mm x 24mm)

•Digital (CMOS or CCD)

•645 (60mm x 45mm)

•2-1/4 square (60mm x 60mm)

•6×7 (70mm x 60mm)

Digital and the larger formats will yield immeasurably greater image quality. 35mm, while greatly improved, is still an amateur format.

15. What style of wedding photography should I choose?

Wedding photographers normally have a preferred style, whether it be classic/traditional, informal/candid or photojournalistic. The photojournalistic style lends itself to telling the story as it unfolds. The classic traditional style captures the romance, affection, and mood of the event and is still the most popular choice. Non-conventional clients often go for a more casual approach to their wedding photography. This is typically carried through to their entire wedding, shirts, and slacks as opposed to Tuxedos, barefoot in the beach sand as opposed to patent leather shoes. 

The good professional wedding photographer should be equally comfortable in all three styles. It is up to you to decide what you want, and be sure you inform the photographer what you desire. Communication is the key to great photography.

16. Why do some professional wedding photographers insist on an assistant?

Wedding photography has to be accomplished in a very short period of time and often involves moving lots of equipment, organizing many groups of people, film/memory card changes, and lens and filter changes. This is normally too much for one person; yet there are professional wedding photographers who photograph weddings solo. Having an assistant helps the professional wedding photographer concentrate on the images, not on the details. The bride should appoint at least one person as the wedding photographer’s liaison, and who can help with organizing the groups for the wedding party group photography. Another person to assist the solo wedding photographer is also advisable.

17. Why do professional wedding photographers insist on a schedule of events?

A lot of photography has to be accomplished in a short time and often critical moments are over in a matter of seconds and the unprepared wedding photographer might miss the moment altogether. A well-detailed script will give the wedding photographer a timetable that prepares him for the proceedings.

18. Should we do the formals before or after the ceremony?

If formal photographs are important to you, set-aside time prior to the ceremony so that the wedding photographer can take his time in getting posed formal photographs out of the way. If you rely on formal photographs being taken between the ceremony and the reception, this means that the wedding photographer has limited time to get all the formal photography completed. This often takes longer than expected and this is normally responsible for the guests waiting interminably for the bride and groom to arrive at the reception.

19. Why do professional wedding photographers restrict other photographer’s activities?

There can only be one director of proceedings and having several photographers all vying for the attention of the subjects is a recipe for disaster. Flashes from other photographer’s cameras can trigger the professional wedding photographers studio flash units, ruining his shots. The end result is that nobody gets good images.

20. Who owns copyright to the photos?

The professional wedding photographer is the creator of the images and therefore is the owner of the copyright. Even if the photographer hands over the negatives, the copyrights still lies with the photographer. Ensure that you have the photographer’s permission before making reprints, or submitting your photos to a magazine or newspaper. You may not sell any images without the photographers written permission.

21. Do I need to sign a professional wedding photography contract?

Yes! All professional wedding photographers will require you to sign a wedding photography contract that specifies the terms and conditions of the agreement between you and the photographer. It will describe everything from payment policies to cancellation policies. A good contract protects the client just as much as the photographer. However, the photographer wrote (more likely had it written by his attorney) the contract to protect himself, so make sure that you read and understand the contract. A professional photographer will allow you to take the contract home before signing so that you can read and understand it without undue pressure from the photographer. You may even want to have your attorney peruse the contract before signing.

22. What are normal payment terms for professional wedding photography?

Professional wedding photographers require a deposit to secure the wedding date. This can be as little as $250 or as much as 50% of the wedding photography fee. Typically, 50 % of the wedding fee is due 30 – 60 days before the wedding and the balance payable on the day of the wedding. Additional costs are typically invoiced after the wedding but before receipt of the photographs.