Part 3

There is only one course to pursue--send the photograph to every possible market for it in its special line; then see if it can be viewed from another magazine-angle, and try every magazine of that trend; then repeat and repeat and ship it away again and again. _Don't stop until it has been returned from every market with the slightest possibility of buying it._ Then sit up nights to discover another shipping-point for it. Keep on to the bitter end; but if your "nose" is working and you keep on steadily, the end will come rather suddenly, and it will not be bitter.

VII

A SURVEY OF MARKETS

What follows is no attempt to list and classify existing markets, but to offer a generalized survey of magazine needs by class. While the success of the small-town press-photographer is not in proportion to his city's size, the magazines which find their ways to him month after month do not disclose the whole field of markets to him. He needs something more--something to reveal to him the broad needs of magazines. This chapter has as its mission the summarizing of the needs of magazines of every class.

Thus, photographs taken all over the world, showing the beauty and commerce of the old and new eras, are eagerly sought by several magazines. _Travel_, 7 West Sixteenth Street, New York, wants photographs of out-of-the-way places, unusual methods of producing world necessities, and photographs of general travel interest.

The same may be said of the _National Geographic Magazine_, though the photographs and articles used by this publication are so specialized and exhaustive that it is rarely a free-lance writer can supply their needs--for they maintain their own staff of writers and explorers. However, if you are able to catch vivid photographs of wide travel interest, here is a most excellent market.

If you are interested in picturing homes, _Country Life_, _Garden Magazine_ and _House Beautiful_ are waiting for your prints. These magazines are very artistic and use only the best work; but they are interested in unusual gardens, beautiful lawns, landscaping, interior decorating. A house remodelled from a common building to an unusual or striking residence will find ready sale to them if photographs of the "before and after" variety are offered. Nature, sport, and building in the country are the specialty of _Country Life_, Garden City, New York; _Garden Magazine_ is interested in nothing but gardens and ornamental horticulture, preferably of the personal experience trend. Same address as _Country Life_. _House Beautiful_, 3 Park Street, Boston, wants photographs of unusual types of interior decorating and landscape architecture. What a wealth of material a well-kept, modern home contains! Owners should readily give consent to photograph if the photographer explains his purpose.

_Arts and Decoration_, 470 Fourth Avenue, New York, also uses garden and house material, but runs also to the arts. Photographs of architecture, interior decorating, etc., here find another market.

So it is with the broad field of country-life magazines generally, as an example. House furnishing and "before and after" remodelling pictures are easily obtained and easily sold if well done.

Every class of magazines uses photographs: Literary magazines, Women's, Farm journals, Juvenile, Religious, Outdoor, Photographic, Theatrical, Musical, Art, and Trade publications. The following notes generalize the needs of each of these fields.

GENERAL MAGAZINES

This excludes most fiction magazines; those which do use photographic illustrations buy the work of professional studios already established and perhaps specializing in that type of illustrating. The beginner may develop into one of these illustrators--many magazines use them, as _Love Stories_, _Cosmopolitan_ for special articles, _National Pictorial Monthly_, etc.,--but these markets are not open to the free-lance photographer.

_Current History_, Times Building, New York, New York, is an example of a news-magazine which uses timely photographs of wide interest.

_The Literary Digest_ is of similar nature, but this second magazine does not buy photographs from the open market.

The Curtis Publishing Company occasionally uses photographs of a scenic or artistic nature as fillers. These magazines comprise _The Saturday Evening Post_, _The Ladies' Home Journal_, _The Country Gentleman_. These are always available, and a glance through several numbers of each will disclose the type of photograph wanted.

_Grit_, Williamsport, Pennsylvania, uses many photographs, and short articles written around them. This publication wants common, human-interest subjects treated carefully.

The needs of _The Illustrated World_, _Popular Mechanics_ and _Popular Science_ have been made very clear in previous portions of this book.

_The Scientific American_ always wants photographs of new inventions of wide interest, accompanied by brief articles. Address 233 Broadway, New York, New York.

_Physical Culture_, 119 West 40th Street, New York, New York, always wants photographs of persons having splendid physical development. A glance through this magazine will disclose the types of poses desired. Straight front, back, etc., views are never used; action in the picture is essential.

WOMEN'S MAGAZINES

These magazines use generally pictures of home improvements, remodelling of residences, flower gardens of unusual variety, and use short illustrated articles on house-building, interior decoration, rugs, gardens, domestic science, etc. The magazines listed below are only a few of the many which use photographs and illustrated articles of interest to women.

_The Ladies' Home Journal_, Philadelphia, Pa.; the _Woman's Home Companion_, New York; the _Delineator_, New York, and _Good Housekeeping_, New York, are all generally fiction magazines with a homey flavor which do not offer a good market for separate photographs or short illustrated articles, although they are in the market for suitable material of this sort, in a limited way. Others are:

_American Cookery_, 221 Columbia Ave., Boston.

_Better Times_, 70 Fifth Ave., New York.

_Canadian Home Journal_, 71 Richmond St., West, Toronto, Ontario, Canada.

_Farm and Home_, Springfield, Mass.

_Mother's Magazine_, 180 No. Wabash Ave., Chicago.

_New England Homestead_, Springfield, Mass.

_Vogue_, 19 West 44th St., New York, uses exclusive photographs of society in New York, Newport, etc.; photographs of handsome homes of well-known society people, beautiful and unusual gardens, etc.

_Woman's Weekly_, 431 So. Dearborn St., Chicago, uses short articles of home interest, illustrated.

FARM JOURNALS

The needs of farm journals are specific. They form an important division of published magazines, and a large one which uses a great amount of material. Articles on farm improvements, etc., are always used, and photographs also. A conjunction of the two, in an illustrated article, forms a much more marketable commodity. The farm work is composed of many divisions--agriculture, bee culture, botany, breeding, cheese-making, etc. The following are a representative few of the agricultural markets which are always buying material:

_American Agriculturist_, 315 Fourth Ave., New York.

_American Bee Journal_, Hamilton, Ill.

_American Botanist_, Joliet, Ill.

_American Breeder_, 225 West 12th St., Kansas City, Mo.

_American Farming_, 537 So. Dearborn St., Chicago.

_American Forestry_, 1410 H St., Washington, D.C.

_American Fruit Grower_, State Lake Bldg., Chicago.

_American Poultry Journal_, 542 So. Dearborn St., Chicago.

_American Seedsman_, Chicago, Ill.

_Bean-Bag_, Syndicate Trust Bldg., St. Louis, Mo., is devoted to the bean industry.

_Canadian Countryman_, 154 Simcoe St., Toronto, Ontario, Canada; material of Canadian interest.

_Country Gentleman_, Independence Square, Philadelphia.

_Dairy Farmer_, Waterloo, Iowa.

_Farm and Fireside_, 381 Fourth Ave., New York.

_Farm Journal_, Philadelphia, Pa.

_The Horse World_, 1028-30 Marine Bldg., Buffalo, New York.

_Jewish Farmer_, 174 Second Ave., New York.

_Kennel Advocate_, 636 Market St., Sierra Madre, Cal.

_The Milk Magazine_, Waterloo, Iowa.

_National Alfalfa Journal_, Otis Building, Chicago.

_Orchard and Farm_, 1111 So. Broadway, Los Angeles, Cal.

_Potato Magazine_, Room 605, 139 No. Clark St., Chicago.

_Power Farming_, St. Joseph, Mich.

_Rabbitcraft and Small Stock Journal_, Lamoni, Iowa.

_Southern Agriculturist_, Nashville, Tenn.

_Wallace's Farmer_, Des Moines, Iowa.

JUVENILE PUBLICATIONS

Almost every magazine uses juvenile material, and there are many that specialize in it. The following markets use the well-known type of photograph and illustrated article which are of interest--travel, how-to-make-it, etc. A great field is open here to picturized activities of boys.

_The American Boy_, 142 Lafayette Blvd., Detroit, Mich.

_Boy's Magazine_, Scarsdale, N.Y.

_Classmate_, 420 Plum St., Cincinnati, Ohio.

_Forward_, Witherspoon Bldg., Philadelphia.

_Girl's World_, 1701 Chestnut St., Philadelphia.

_Junior Christian Endeavor World_, 31 Mt. Vernon St., Boston, Mass.

_Kind Words_, Nashville, Tenn.

_Open Road_, 248 Boylston St., Boston.

_St. Nicholas Magazine_, 353 Fourth Ave., New York.

_Youth's Companion_, 881 Commonwealth Ave., Boston, Mass.

RELIGIOUS PAPERS

Religious publications are not given to printing many photographs, although there is a market of appreciable size here. This field is a difficult one to generalize upon, but the following may be taken as such a list:

_Adult Student_, Nashville, Tenn.

_American Messenger_, 101 Park Avenue, New York, New York.

_Christian Advocate_, 810 Broadway, Nashville, Tenn.

_Christian Endeavor World_, 31 Mt. Vernon St., Boston, Mass., uses photographic covers.

David C. Cook Company, Elgin, Illinois, publishes about forty magazines, which use a great amount of photographs and illustrated material.

_Epworth Herald_, 740 Rush St., Chicago.

_Front Rank_, 2710 Pine St., St. Louis, Mo.

_Lookout_, Cincinnati, Ohio, uses photographs for covers.

_The Missionary_, Apostolic Mission House, Brookland, Washington, D.C.

_Sunday School World_, 1816 Chestnut St., Philadelphia.

_The Watchword_, Otterbein Press, Dayton, Ohio.

OUTDOOR MAGAZINES

Here is a group of magazines which is deeply interested in unusual fishing-trips, hunts, and such excursions--it wants material on the animals in water or air or on land, that its readers may bag them the more easily; it desires material on bird-dogs, on outdoor devices and tricks, on tennis, motoring, baseball, cats, dogs, golf, horses, yachting, and on every phase of outdoor and sport life. Photographs of men prominent in each line are wanted; prints of hunting, fishing, camping, canoeing, sailing, and everything connected with the big outdoors. Here is a large and remunerative market for open-air photographs and sport prints.

_Aerial Age_, 280 Madison Ave., New York, wants material on aviation.

_All Outdoors_, _Outing_, _Forest and Stream_, _Field and Stream_, etc., want the wide variety of outdoor material that appeals to any sort of sportsman. These magazines circulate widely, and a study of them will disclose their needs.

Dogs are the subjects of such magazines as _American Beagle_, 639 West Federal St., Youngstown, Ohio; _Dogdom_, Battle Creek, Michigan; _Dog Fancier_, Battle Creek, Michigan; _Dog World_, 1333 So. California Ave., Chicago.

Material about cats is welcomed by such as _Cat Review_, 196 Centre St., Orange, New Jersey.

Fishing material appeals to the general run of outdoor magazines, including _American Angler_, 1400 Broadway, New York.

Tennis appeals to _American Lawn Tennis_, 120 Broadway, New York, and the _Tennis Review_, California Bldg., Los Angeles, Cal.

Golf material is used by _American Golfer_, 49 Liberty St., New York, and _Golfer's Magazine_, 1355 Monadnock Block, Chicago.

Motoring appeals to a long list of such publications as:

_American Motorist_, Riggs Building, Washington, D.C.

_Mileage_, 4415 No. Racine Ave., Chicago.

_Motor_, 119 West 40th St., New York.

_Motordom_, 110 State St., Chicago.

_Motor Life_, 239 West 39th St., New York.

_Speed_, 809 Shipley St., Wilmington, Del.

Then there are a variety of different subdivisions of this class, the mere names of which are sufficient to disclose the great variety of material they use:

_American Checkers_, 1846 So. 40th Ave., Chicago.

_American Chess Bulletin_, 150 Nassau St., New York.

_American Cricketer_, Morris Building, Philadelphia.

_Baseball Magazine_, 70 Fifth Ave., New York.

_Billiards Magazine_, 35 So. Dearborn St., Chicago.

_Bird Lore_, 29 West 32d St., New York.

_Bowler's Journal_, 836 Exchange Ave., Chicago.

_The Horse World_, 1028-30 Marine Bank Bldg., Buffalo, New York.

_Spur_, 389 Fifth Ave., New York--raising prize winners.

_Yachting_, 141 West 36th St., New York.

PHOTOGRAPHIC MAGAZINES

These magazines pay more attention to the photograph itself than to what it pictures. Here is a market for artistic prints, for prints showing new working methods, and such material interesting to photographers. Artistic taste and technical accuracy are instrumental in getting you into these magazines.

_American Photography_, 428 Newbury Street, Boston.

_The Camera_, 210 No. 13th St., Philadelphia, Pa.

_Camera Craft_, Claus Spreckels Bldg., San Francisco, Cal.

_Photo-Era Magazine_, Wolfeboro, New Hampshire.

THEATRICAL MAGAZINES

Theatrical magazines embrace the following representative few who desire prints of current news in the show world, new theatres, interviews with actors and actresses and photographs of them, etc.

_The Drama_, 306 Riggs Bldg., Washington, D.C.

_Theatre Arts Magazine_, 7 East 42d St., Detroit, Mich.

_Theatre Magazine_, 6 East 39th St., New York.

MUSICAL JOURNALS

Photographs of bands, orchestras, leaders, band-stands that are unique, artists, composers, etc., are used by this class.

_Musical Courier_, 437 Fifth Ave., New York, New York.

_Musical Enterprise_, Camden, N.J.

TRADE PAPERS

These include magazines published and devoted to every trade imaginable. One magazine will be cited for each division of trade, the title of which is self-explanatory, and which uses photographs in its particular field:

Advertising: _Advertising and Selling_, 471 Fifth Avenue, New York.

Architectural: _American Builder_, 1827 Prairie Ave., Chicago.

Automobile: _American Garage and Auto Dealer_, 116 So. Michigan Ave., Chicago.

Baking and Confectionery: _Baker's Helper_, 327 So. La Salle St., Chicago. _Western Confectioner_, Underwood Bldg., San Francisco.

Cement, etc.: _Concrete_, 314 New Telegraph Bldg., Detroit, Mich.

Drug, Oil, Paint, etc.: _Druggists' Circular_, 100 William St., New York. _Painters' Magazine_, same address.

Dry Goods: _Dry Goods Reporter_, 215 So. Market St., Chicago, Ill.

Electric: _Journal of Electricity_, Crossley Bldg., San Francisco.

Engineering: _Everyday Engineering Magazine_, 2 West 45th St., New York.

Financial: _Financial World_, 29 Broadway, New York.

Fraternal: See particular paper referring to particular fraternity or lodge in list given in Market Book.

Furniture: _Furniture News_, Wainwright Bldg., St. Louis, Mo.

Grain: _Grain Dealers' Journal_, 315 S. La Salle St., Chicago.

Grocery: _National Grocer_, 208 So. La Salle St., Chicago.

Hardware: _Good Hardware_, 211 So. Dithridge St., Pittsburgh.

History: _Hispanic American Historical Review_, 1422 Irving St., N.E., Washington, D.C.

House Organs: Some two thousand of these are listed in the market books named.

Jewelry: _Jewelers' Circular_, 11 John St., New York.

Labor: See particular division desired by consulting Market Book.

Law: _Casualty Review_, 222 East Ohio St., Indianapolis, Ind.

Lumber: _Lumber_, Wright Bldg., St. Louis, Mo.

Medical: See division desired, as Dental, Hospital, etc., in Market Book.

Military: _American Legion Weekly_, 627 West 43d St., New York.

Municipal: _American City_, 87 Nassau St., New York.

Printing: _The Inland Printer_, Inland Printing Co., 632 Sherman St., Chicago.

Railroad: _The Railroad Red Book_, 2019 Stout St., Denver, Colo.

Shoes: _Boot and Shoe Recorder_, 207 South St., Boston.

This survey gives a general idea of the wide market open to photographs which fall within each magazine's requirements. No attempt has been made to give the needs of magazines, or to present what is usually called "a list of markets." We have been concerned here with generalizing the market--pointing out to the reader who never sees most of the magazines named that they really exist and buy photographs. The purchase of a Market Book is necessary if one desires seriously to make his way selling photographs to publications.

"Study the magazine" is the bromide flung always in the teeth of the beginner. But what if one can't obtain copies of the magazines which print material which the reader may easily find? Then he has only to request from the editor a sample copy of the magazine, using the address gleaned from the Market Book--and he then has the best information as to what that particular magazine wants. And at a cost of only two cents per copy.

VIII

SHIPPING THE PRODUCT TO MARKET

When a print is to be offered to a local newspaper, the photographer starts out, sometimes, as soon as one hour after making the exposure, with the print in his hand, and, arriving at the desk of the city-editor, he allows him to examine it. In such a case, mailing the print would delay it; perhaps delay it until its interest has cooled, and so make it worthless. But when submitting prints to magazines one should always invoke the aid of Uncle Sam's mail-service, no matter if the editor lives just next door and the publication-office is but a block distant.

The shipping of your prints to their markets merits special consideration. If the photograph, after being wrapped, can be bent easily, it is apt to arrive at the editor's desk in a cracked and crumpled condition. Then the editor could not buy it if he wished. And, when it is returned, its maker finds it to be so mutilated that it is useless to try to market it elsewhere. Proper protection of photographs when shipping them is an aid to both editor and contributor.

Photographs which are 4 x 5 inches in size can be sent safely in a No. 11 envelope of heavy manila paper if a sheet of cardboard is placed in the envelope too. The cardboard prevents the breaking of corners, the bending, and the cracking of the print. For a return-envelope--_never omit to enclose an envelope addressed to yourself and adequately stamped for the return of the print if it is unavailable_--for a return envelope, a No. 10 manila envelope is the best.

Prints which are 4 x 5 inches or larger should be sent in larger envelopes--in clasp-envelopes. These envelopes can be obtained at stationers' in sizes suitable for almost any photograph. The envelope should be about an inch larger each way than the print. The print, as well as a piece of cardboard--which should be somewhat larger than the print--can be sent safely in the clasp-envelope container. _On no occasion forget to enclose a return-envelope, which should be self-addressed and stamped._ The return-envelope may be of the same size as the outer one; and, if it is folded, it may be easily inserted. The envelopes mentioned, I have found by experience, are the best containers that can be used for photographs that are to be mailed.

Never roll a print and insert it in a mailing-tube. If there is anything an editor does _not_ want you to do, it is that. Prints so sent never lose the violent curve they acquire in transit, and then they are no more amenable to reason than a temperamental mule. Prints should always be sent _flat_--never rolled or folded, nor in any other condition except perfectly _flat_.

The envelope should be addressed to "The Editor" of the particular magazine selected. Do not address it to the editor by name, for it might arrive at a time when he is on his vacation, and so it will follow him all over the country and perhaps become lost. There should be no enclosure other than the photograph; except, when it is necessary, a sheet carrying an explanation or a short article to be printed with the picture. Do not write a letter to the editor unless the photograph is timely and should have an immediate decision. The professional news-photographer submits his work without letters, and with no identification except his name on the back of each print--and it isn't what's on the back, but what's on the front, that counts.

Photographs properly require only third-class postage rates. The addition of a caption to the print, or any other written matter included with it, automatically raises the rate to first-class. Even if nothing but the photograph alone is sent, I advise the use of first-class service for several reasons: the print is then carried more quickly; it is handled more carefully; and the sender may seal the container, which he is unable to do with third-class matter. Always, then, send your photographs by first-class mail.

Editors do not maintain special funds for the purpose of paying for postage-due stamps. That is, if a package of photographs arrives at the editor's desk with the postage not fully prepaid, the payment by the editor of the postage due does not make his attitude kindly toward the work itself. There are a good many editors who will not accept contributions from the postoffice which have postage-due stamps attached because of the neglect of the sender to fully prepay the postage. There are a great many more editors who will not return photographs unless a stamped and self-addressed envelope is enclosed with the offering. The attitude is entirely justified, for the supplying of postage to careless contributors in such cases would cost a magazine hundreds of dollars every year.

Never send your photographs by registered mail unless their value is extraordinary; and never send them by special-delivery mail unless the prints are addressed to a newspaper and possess burning-hot news interest. To send photographs of average quality by either registered or special-delivery mail is a trick of the novice struggling for recognition. Use ordinary first-class service and the editor will feel more kindly toward you than if he is made to stop his work and sign a mail-receipt.

Not all photographs are accepted by the very first editor who sees them. Very often it is the fifth, or the tenth, or even the twentieth editor who buys them. So if a print comes back, immediately send it out again and again and again. _Don't stop, for the very next time you might sell it._ If it's a good print, there is an editor somewhere waiting for it.

IX

THE PRICES PAID

The most remarkable news-photographs ever made--they were exposed at the South Pole--brought $3,000 from _Leslie's_ (now no longer published) for "First Rights," and $1,000 more from International Feature Service for "Second Rights." Some photographers have realized hundreds of dollars from lucky shots; an extraordinary photograph may bring from $25 to $100; but the average price paid is $3.00; and, indeed, there are some editors who unblushingly offer as little as ten or twenty-five cents for prints; and some who find it impossible, unwise, or unnecessary to pay for prints at all.

Although the average price paid is not astounding, it is a good return on the cost of making; also, the abundant opportunities for salable prints compensate for what each cheque lacks. A photographer who is wide-awake and moving ought not to find it difficult to sell at least ten prints each week, if not more, when one considers the large number of available subjects and the multitude of magazines.