The services of a commercial photographer are second to none when preparing materials for distribution, and are even necessary to make sure that your message is taken seriously. Employing a professional should be a primary concern for quality images that stand above the ineffective messages that litter the market.

Some seem to think that with the decline of print journalism and the rise of user generated content (Youtube, Flickr), artists like the photojournalist would fall behind as well. However, that is not the case at all as photojournalism and especially commercial photography have reached a point of near necessity in the new market conditions, allowing talented photographers to set up thriving, affordable freelance studios and business.

The largest reason for this dramatic shift in market is largely due to the would-be killer; modern advertising and the explosion of user generated content. The modern viewer is far more sensitive towards recognizing advertising's most used tactics due to years of inundation. Also, the vast wealth of amateur content available in the public space means that only professionally crafted messages have a real chance at standing out.

Thus, the increasingly savvy consumer has created a market that will only respond to quality content, at least in terms of production. Professional techniques (composition, lighting, resolution, etc.) are no longer simply effective - they are EXPECTED. With the bar set higher, quality of commercial content must rise to meet it.

To promote your message to its highest potential, the first step is to hire or consult with a professional photojournalist or corporate photographer. Whatever the intention or distribution that your photos will experience, a professional will have the knowledge and expertise to bring you the best possible images for your sales material, corporate brochure, or press release.

When considering a professional photographer to do business with, there are a few things to take into account before outright hiring anyone. Make sure that the photographer can supply a complete portfolio of relevant work. Subject really does matter in photography, as an eye for certain forms and experience in methods is clear when looking at different styles; such as distinction between fashion photography and food photography. Also, take time to talk to the photographer about the work they have chosen to show you and pick their brain for impromptu ideas concerning the project you have in mind. Make sure to listen well, as you may uncover ways in which your sales pitch can commingle with their photographs to synthesize a more impactful message.

The product of your work will be a finer crafted message with a strong pitch coming from beautiful visuals. The strength of a professional's eye and technique will grab attention and influence the receiver rather than get lost in the shuffle of the amateur and the ineffective. Employ the services of a commercial photographer for quality, artistic work that will go beyond your expectations.

If you live in the San Francisco Bay Area or beyond in Northern California & you are in need of an experienced professional photojournalist for your commercial photography, call Craig Lee or visit his website at craigleephoto.com