DEADLINE: July 16, Photography.Book.Now 2009
Thursday, June 25th, 2009
(“Embarrassing Books“, by Penelope Umbrico)
Pretty much the best annual contest for book-loving photographers is about to END on July 16, a mere 3 weeks away!*** I’m talking about Photography.Book.Now, version 2.0, folks. Hosted by Blurb, one of the acknowledged leaders of the print-on-demand revolution, the Photography.Book.Now contest is important for several reasons. Besides the big carrot of $25,000 USD (just ask Beth Dow how fun it was to receive that last year, no strings attached), and other goodies and parties along the way, it’s a chance to get your work in front of a group of top-notch judges who will all be judging the entries in New York shortly after the end of the contest in mid-July.
(*** I’m one of the judges in this contest, heading up the team for a second year.)
But, to be honest, the educator side of me thinks this contest is important because of how it gets photographers to think outside of the box and to think in relation to the book as a separate entity, one that is a combination of many arts.
Let me explain. …
A book, in general, is a very democratic and accessible vehicle to disseminate ideas, in the form of either text or images—two primary advantages are that books require no electricity and can be returned to again and again, unlike an exhibition, for instance, or the Internet.
Creating a successful book involves editing and sequencing and design all in light and in line with an overriding concept which has to be determined ahead of time. Asking yourself ahead of time, “Who is this book for?” and “What am I trying to accomplish with this book?” is extremely important.
The three categories of this year’s contest Fine-Art, Editorial and Commercial are designed to encourage photographers to think about books the way publishers do. Let me restate that: the categories require that photographers think like publishers.
The fine-art category is extremely broad and the most subjective, in that photographers and artists using photography can do whatever they want to produce their book. Books from “art” photography publishing houses like Nazraeli Press, Twin Palms, J&L Books, Aperture, Phaidon, or Radius Books—are often “name” driven and rely on an audience that recognizes that name, whether that’s a really huge name, like Annie Leibovitz, or someone lesser-known, like Julie Blackmon. What is most important in relation to this category is that the content of the book is driven by the personal, artistic concerns of the artist/photographer, and not by “market conditions”.
Editorial photography, which is the second category, is a much different animal than ‘fine art’ photography and book making. Let me state two things at the outset, though. I’m not really interested in or trying to stoke the debate surrounding questions about what constitutes ‘art’ photography. First of all, anything done well is done artfully. If it serves the goals that one sets out with, then ‘art’ has been employed. With more ‘utilitarian’ tasks, art enhances the outcome—think of ‘the art of cooking’ or ‘the art of furniture-making.’ There are more abstract tasks, such as teaching or public speaking, which also benefit from thoughtful and inspired attention, and which employ ‘art’. So, in our case, I don’t want anyone to think that any of the three categories don’t somehow employ art or don’t constitute artfully done work.
Editorial and commercial photographers often serve patrons other than themselves, however, and this is a big distinction. So, an editorial photographer sent on an assignment to cover X, may find themselves with a much larger, broader, more engaging body of work than will ever get published in a magazine. And they may want to turn that project into a book, and get it out there to a wide audience. Likewise, a commercial shooter ofter has photographic skills that translate into a broadly accessible visual language, and can be used for a ‘commercial’ book project. Publishers often conceive of book projects in-house and then commission commercial photographers to produce work for the book. [cont'd below]
[Image Collection #1: Instances of Books Being Read (from home-decor and home-improvement webistes and catalogs), 2007, by Penelope Umbrico]
Perhaps some concrete examples would help. A new book from Princeton Architectural Press—Bamboo Fences, by Isao Yoshikawa and Osamu Suzuki—is a great example of a commercial book project, in my mind. It’s about a very specific subject—bamboo fence building in Japan, written by Yoshikawa—and Suzuki’s photographs perfectly illustrate the work and convey the physical and abstract beauty of these objects. It’s primarily a photography book, but is supplemented by the text. The name of the photographer (or even the author) is not what will drive the sales of this book. It’ll be bought by architects and interior design folks that are hip to the subject matter.
Here’s another example: Bird, by Andrew Zuckerman. It has a specific subject matter that has been very artfully photographed by a commercial photographer. The audience for this book—and by that I mean ultimate sales for this book—is hoped (by Chronicle Books the publisher), I would guess to be upwards of 50,000+. Who doesn’t like birds?
Further: here are two examples of books that have a pretty broad ‘trade’ appeal, but which are not really ‘commercial’ books the way I’ve talked about the books above. They are Jonah Frank’s Right, Portraits from the Evangelical Ivy League (Chronicle Books), and Articles of Faith by Dave Jordano (Center for American Places). In my mind, both of these books probably stemmed from assignments, and once embarked upon, held a fascination for the photographers, blossoming eventually into the book length projects we see on the shelves. Both have more of a storytelling quality to them then either Bamboo Fences or Bird. In that sense, that come out of a ‘documentary’ tradition, but are presented in as appealing a way to as broad an audience as possible.
In either the editorial or commercial category, I would emphasize again that you need to think like a publisher if you are going to submit to that category. Visit websites of publishers (like this one and this other one) and read the ‘catalog copy’ that they produce about their own books. It’ll give you great insight into what type of audience they are aiming for. In many ways, creating an intelligent, succesfull commercial is as hard as creating a successful fine-art project.
[For more reading on the current explosion in the art & photobook market, you'll all have to wait for the book I'm co-authoring with Mary Virginia Swanson about just that. It will be published by Princeton Architectural Press in 2010. For a self-taught graduate seminar in your hands, pick up The Photobook: A History, Volumes 1 & 2 by Martin Parr and Gerry Badger (Phaidon) or a copy of the newly released WordsWithoutPictures.org conceived and edited by Charlotte Cotton at LACMA, to which I contributed an essay.]
And lastly, a huge shout out to Penelope Umbrico, whose work with photos from Flickr is smart and stunning. Penelope, if you’re reading this, I hope we all get to see a book of yours someday soon!
Words Without Pictures (Aperture, 2010)
Short Track, by Jake Mendel
Bird Watching, by Paula McCartney