“Why do digital files cost so much?”
I hear this question often. And I stammer as if I’m not sure. But I’m sure. I stammer because I’m flabbergasted.
Because they don’t cost so much. In fact…digital files are a STEAL.
Let’s walk down memory lane for a bit. In the old days…back when televisions had tubes and phones had cords, pictures were produced using film and printed in dark rooms. Photographers would spend that two hours taking the family portraits and then make money from the family buying that photo package: You know, the 11×14, two 5x7s and wallets. That’s how photographers earned their keep. (Commercial photographers sold negatives…same idea.)
These days, most photographers charge a low session fee. It’s more of a commitment or scheduling fee. You pay that so I know you are serious and I don’t waste my time when I could be with someone who is serious. But…between the prep and the travel and paying the assistant and the developing time and the software and the equipment and the gallery fees, I’m bleeding money and the $400 session fee is only a grossly insufficient bandage over the hemorrhage.
Like the old timers, I want you to buy prints. I want you to cherish them in an album. Or a frame. Or on a magnet! I want you to keep them forever. But…unlike the old timers, clients insist on getting digitals. Yeah…ugh. I know, I know…you want to post on social media. I get it. But I also know you want to print them yourself. And you can, in your ignorance, get them cheap.
Aside from discussing how prints from the local big box store or pharmacy are not fine quality – and not archival – and will be botched crops…ugh…I want you to order your prints from me. Because (a) my work should be produced by a pro lab on fine, archival paper, using archival ink and (b) my work should be edited and prepared by me and (c) you deserve art not bargain basement prints. (I say more about this in other posts.)
But most importantly: Your purchase of prints and digitals and albums is how I pay my bills.
Sure, you only grab the $35 photo package and the $250 album. But that works for me once I add it to the session fee. It pays for my time and allows me to keep doing what I do.
But when you get that digital…I know you are bargain basementing the process. And to quote another photographer, I sell to you the cow and you can get your own milk. So I have no cow. So you won’t come back to me for another print. You’re going chatting with the teenager at big box developing. (Unless you are getting a designer album or fine art prints – only pro photographers can get those from pro labs…)
Let’s really examine how inexpensive digital images are by breaking down my Together Now package. For $450 you get a one-hour session (in-studio or on-location). You get:
- 12 Digital Downloads
- 1 – 8×10
- 1 – 5×7
- 1 – 16×20 canvas
I spend at least two hours planning and designing your session. Let’s not even count the travel. I spend an hour setting up and breaking down and an hour shooting your pictures. I spend an hour or two developing your pictures. Just on your session, I have invested 5-6 hours. And I’m hoping that you purchase the work I have done for practically nothing.
And: I have used memory cards, batteries, tape, and lightbulbs which wear out. I have the expense of the developing software and gallery hosting. And rent. And utilities. I have the glorious equipment expense where my cheapest lens is $1200. I have insurance to pay. And continuing education expenses. And a phone and email address to fund.
And: I have to pay to produce that canvas and those prints.
In the same article cited earlier, Booray Perry says:
It would be like someone saying, “I’ll build a house to your specifications for $50.” Then, after it’s finished they paint it and say, “I’ll sell you this for $100,000.” They aren’t selling you a $50 house with a $100,000 paint job…If we (photographers) were to price ourselves correctly, we would charge you a bunch of money for the session and then sell the prints cheaply…but no one would book us. People want to see what they are getting before they commit. So we basically do all the hard work for free and then make it up with print sales.
So, I include my digitals – and some nice products – in my packages. If you know a photographer who will do it all for $100 – and give you 100 digital files – go for it. I know her, too. She’s mediocre and will soon be doing something else.
Digitals from a pro, like me, are super inexpensive.
And I know you’re sneaking off to that big box store. I wish you wouldn’t.
