Passion or Passionate Business?
Printing as a business?
It's not uncommon for photographers to ask us about doing photographic printing as a business. They assume that because (hopefully!) they enjoy printing their own work, they can easily turn it into a business. Considering what some of the commercial labs charge for large format prints, one can be easily tempted.
After all, a quick mental calculation clearly reveals the profit-making potential. A 16 x 20" print, for example, printed on a great paper like Moab's Entrada, can cost $100 and up. Calculate your paper cost at maybe $8.00, plus a little ink, and your vision is suddenly clouded by dollar signs. If you print only ten of these a month, that means more than $10,000 a year in your pocket in your spare time. Right?
Well, not so quick. Let's look at this through the edge-to-edge clarity of a business lens. I don't mean to dissuade anyone from diving in, but know where the rocks are before you jump.
The Reality
Printing has always been a by-product of our love of photography. Bob and I believe that an image is not complete until it is printed on fine art paper and displayed. So, over the years, we have had a parallel evolution as photographers and fine art printmakers.
That's why we have come to know that those back-of-the-napkin estimates are deceiving. I'm not at all implying that you cannot create a successful business in fine art printing. But, sadly, in the past 25 years I have seen more people fail than succeed.
Let's look at some of the real expenses that go into the business. First there is the capital outlay for a pro-quality printer or two. Printers today are a marvel of engineering. You can launch a small business with a desktop printer like the Canon Prograf 1000 for $1,000-1,300. It limits you to 17" wide sheet prints, perfect for 16 x 20" or 17 x 22".
The printer itself is a bargain at that price. But the inks decidedly are not. One complete set of 12 inks for the ProGraf 1000 today costs $700. And if you run a business you will have to replace individual cartridges regularly at $60 apiece.
And how many prints will you have to make to get it perfect for that finicky client? Two, three? And misprints, communications errors between software, computer and printer? They maddeningly happen all too often, resulting in wasted paper and ink.
How about servicing your printer when needed? That's dead time for you and a hefty repair bill.
How much time does it take you to engage your clients, coach them through sending you two files (the RAW and the one they post-processed so you can make sure you've nailed what they want), then the printing itself and the client follow-up. Oh, don't forget the time to pack the print, mail it and bill the client.
But, forget all the messy minutia, now your business is off and running, so you take three weeks off to take the family on an idyllic vacation. When you get back you find that your unused print head has clogged. The automatic cleaning operation is like watching a garden hose, only in this case that hose is sending your $60 per cartridge ink to the built-in waste tank. It may require two or three cycles to clear. You're relieved when it's over because you realize that the alternative diagnosis might have been a ruined print head, a consumable item, at $500 a clip.
Then there are the ever-increasing time and money costs for marketing, advertising, and sales expenses. I'm sure you get my point. In the end you may realize that you are paying yourself less than the kids working at McDonalds. And we haven't even begun to talk about larger printers. In our studio we have two 17" printers, one 24" and one 44" The cost for a full set of inks for that 44" is $2,300!
I don't mean to discourage anyone thinking of turning their passion into a business. In the past 25 years my Associate, Bob, and I have maintained our passion for seeing images on paper. My photography business involves a lot of fine art printing; teaching the art, printing my own work, printing for a select group of pro photographers, testing papers for our sponsor, Moab Paper, and working on creative projects for Moab and for Awagami papers.
The Road to Success
In the final analysis you definitely can succeed in a fine art printing business but, like any other business you need a game plan. Here's my quick-and-dirty checklist for success:
Create a solid business plan & have it reviewed by business pros
Be adequately capitalized for a year of learning the business
Be technically competent
Put clients first
Integrity in all dealings
Create a solid marketing plan
Give back to your photographic community
Papers and printers today are marvels. In our opinions, there is nothing that rivals a fine art print hanging on a wall. But, I encourage you to be realistic and consider lots of variables before leaping into the business of fine art printing. And, in the meantime, tune in here for ways to make your fine art prints ever better.
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