SMart Book is a high-end coffee-table book showcasing the photographers represented by Stockland Martel, a New York City–based agency. The book is produced each year, always with a new copy concept and design, and targets the agency’s clients in the advertising industry. I collaborate with the agency’s principals on the concept and selects for the book, write all the copy, and work closely with the outside design firm we hire. In the case of the 2016 and 2017 books, I also photo-edited the covers.
If you’re a longtime, established brand and want to make sure you’re reaching and cultivating your future audience, you might choose to create a custom magazine targeting said audience. PDN (a.k.a. Photo District News) did just that when it teamed up with Sony to launch a custom magazine providing education and inspiration for ambitious new photographers looking to take their work—and their business—to the next level. As the editor, I determined the content for each issue, assigned and edited all of the stories (working with freelancers), and wrote the headlines. The magazine had a press run of 50,000 copies ad was distributed directly to high schools and colleges, as well as at various PDN events.
Canon’s Explorers of Light program features top photographers who use Canon products in their award-winning work. I wrote the advertorials, which were placed in trade magazines serving the photo community, to read as mini profiles of these photographic masters, with mentions of Canon equipment deftly woven in to their story.
When being super searchable online is essential to your success, it’s important to flood the Internet with relevant, resonant content related to your company. I update the Stockland Martel blog at least once every weekday, with posts ranging from the straightforward (this photographer shot that campaign or celebrity) to the behind-the-scenes (here’s how they did it). stocklandmartelblog.com