Customer Reviews

Advertising Photography: A Straightforward Guide to a Complex Industry

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I'm a professional portrait photographer, and I specialize in children and family photography. But I've been wanting to delve into the fashion and commercial side of things. As this is my second career and with a family to support, I don't have the 'luxury' of going to photography school or assisting for ten years. How then to understand, even a little, the mysterious world of ad agencies and commercial image production?

Thankfully, I just stumbled upon Lou's book. It really was laser-sited right where I needed it to be. No fluffy art talk, no photographic technique (which is better covered somewhere else anyway). It's all about the business of commercial photography. Sure it has some really great images, including descriptions of how some of them came about. But it's not a book about how to make those images. It's a book about how to sell them, how to be in the position to sell them, and how to get hired to make images in the first place.

My only complaint is that the book ended too soon. It's not a small book. It simply was such a good read, I didn't want it to end!

OK, that's not a real complaint. I did find that the one area the book didn't really cover was how to get started small. How to target agencies and/or projects that were appropriate for my particular skill set (or lack thereof). Not that it's likely to happen, but I wouldn't want to have my portfolio book called in, get the job, and then find out it's a three-day shoot involving 20 models, circus animals and a portable ice rink. How does one get started with the small (but paying) gigs?

But that aside, it's an incredibly valuable book. When I finished, I actually toyed with the idea of starting it over. I only have one other photography business book that's ever made me feel that strongly about it.

Oh and Lou is darned funny too! And no I don't know him, have never met him, and have no connection to him or his publisher.

- Matt Haines Photography

Louis Lesko draws you into the life of a commercial photographer- navigating the reader through the damaging gossip, the scheming clients, and the overbearing art directors. Lesko's writing style is accessible and easy going. His stories about the advertising industry make this a good read for anyone, not just photographers. You wouldn't expect a photographer to be so forthcoming about his mistakes, but to his benefit it makes this book the most entertaining "how to" text I've ever read.

While Lesko is entertaining he's also informative and brutally honest- he leaves no nasty surprises to the green photographer entering the commercial field. Lesko continually writes, "if you don't think you can handle [blah blah] then you may want to pick another field". There's lots of advice on getting into the profession, avoiding traps, dealing with clients, finding a good work routine, and staying afloat when you're not getting jobs. There's also rare technical advice on developing usage contracts and working a bid estimate.

Each chapter centers on a specific task with an interview at the end with another photographer- providing a fresh view of the topic and getting into the business. Lesko says there's no one way to maneuver through the commercial world, each person has their own way of doing things, and it's good he gives the reader a chance to explore other viable options. One piece of advice I found invaluable is to never degrade yourself by being embarrassed by making ends meet or having a side job. Never say, I waitress, but I'm really a photographer. Just say I'm a photographer.

After I finished reading Advertising Photography, I quickly began planning my own commercial career. I was too excited to wait!

It is really refreshing to have someone tell it like it is, and in doing so, really teach you something. No bull, no boring prose, just real life experience. There is no better teacher than that. If you can't join the photographer on the shoot, then this book is the next best thing to being there. Plus..it's funny, and the photos are specTACular.

I have worked in the photo industry as a professional photographer for over 17 years. Lou's book tells it like it is in an honest, straightforward and detailed way. He covers everything including important issues like estimating and pricing jobs, copyright ownership and how he has dealt with difficult clients. His writing style is witty and engaging which makes the book a really enjoyable read. This book should be required reading for anyone considering entering the field of commercial photography.

Having read and laughed through many of Lou's published articles i looked forward to reading his new book. I picked it up at Photo Plus Expo (which he graciously autographed for me) when it was released and enjoyed every bit of it. He tells it like it is and gives u a real life perspective on the process of the advertising photography world. Lou uses many of his experiences and examples of his colleagues to tells us the story that we really want to hear. Not the ones taught to us in textbooks but the real life scenarios that actually do matter the most. We learn through his mistakes and enjoy every minute of it giving his never ending honesty, humor and shrewdness.

I picked up this book at Photo Expo the day it came out and could not put it down. Having graduated a year ago with a degree in photography and looking to make the transition from assisting to commercial work this book provided clear and helpful advice on how to navigate through the difficult commercial industry - it explained everything I wish I had been taught in school! It is incredibly well written (with a great sense of humor- I laughed through most of it!) and easy to read and to relate to. I highly recommend it.

Lou's funny account of his journey to this point lets even the amateur believe they can one day be successful. In between the laughs, this book offers concrete tips, tools and techniques on how to be truly competetive in this industry. This book is a progressive resource written with wit, intelligence and upfront honesty.

I got this book the day it came out and read it in one sitting. It was very straightforward, full of humor, personality & wit. Mostly, this book has all the elements in it for teaching me everything I need to know about advertising photography, and even taught me a few things I didn't know.
I highly recommend it.
On a side note, the photography is stunning.

Not only does Lou walk you through the intricacies of doing business as a commercial photographer, he offers basic insights and meaningful advice any photographer can use. Further, his style of writing makes this a fun and interesting read. A definate thumbs up.

This book is exactly as it says on the cover: A straightforward guide to a complex industry. Lesko guides both the novice and the professional step by step through the navigation of this field in an insightful, lighthearted, accessible manner. For anyone who has an interest in working as a professional photographer, whether just starting out or making a career shift in the industry, or just looking for a fresh perspective, this book is a quick read and full of useful insights. He takes a very classy approach to a challenging business.