Field Report:

The Non-Glamorous Side of Photography

Alaskan Photographer, Ron Niebrugge Interview

Based in the quaint fishing village of Seward, Alaska, photographer Ron Niebrugge and his wife, Janine, travel for up to six months out of the year photographing extensively throughout the Western United States. Niebrugge also has an MBA degree from UC Irvine, so let’s find out what he has to say about the business of photography.

Desert Sand Verbena and Dune Evening Primrose bloom on the sand dunes of Anza-Borrego Desert State Park, California

Desert Sand Verbena and Dune Evening Primrose bloom on the sand dunes of Anza-Borrego Desert State Park, California

Many professional photographers like to say that professional photography is 90% business and 10% photography. Since you have an MBA degree, in which ways did having this business education help you to get where you are now?

You know, that is an interesting question. I think it helped in a few ways. First, I think I may approach the business with broader, big picture perspective, more so then I might have otherwise.

I believe that one of the best things that my education has provided me with is confidence. Growing up in a small Alaska town, I kind of felt like the rest of the world was way ahead of us, and knew all this stuff that I didn’t. After obtaining a graduate degree and working in the business community for a few years, I began to realize that my business skills, abilities and knowledge were on par with others. Really we are all in the same boat. Before I might have looked at a Getty and Corbis with awe but now I realize that even these giant stock agencies are full of people that are trying to find an edge in a competitive industry, just like myself.

There are some photographers out there that dream of having a wife run the photo business while they handle the photography, while others would probably fight like cats and dogs if that were to happen. What is the secret to maintaining a successful business partnership with your spouse?

I think we both had some apprehension when it came to trying to work together. Most of my photographer friends have a spouse with a full-time job. This is nice for them because it does provide some financial security and maybe medical coverage. I’m really glad that we didn’t have to go this route because now we are able to travel and see so many amazing places together.

I think the secret is – we have a very distinct division of responsibility in areas where we could potentially have a conflict. One area that comes to mind is pricing. Frankly, I’m too attached to my images so I tend to be terrible at pricing. Whereas Janine really does a great job of negotiating licenses. So we have a deal that I never ever price an image. I can be very personable and enjoy visiting with clients, but when it is time to talk price I hand the phone over. This has really worked out well.

In other areas, we can share responsibilities without any problem. For example, we will both work from the same list when we adjust images, keyword, etc… This stuff we can do together without issue. We will often bounce ideas off each other or consult with each other about an image adjustment – “is this too much saturation?” that kind of thing. I think this makes us both better.

By the way, Janine doesn’t have any desire to be a photographer. That might be a good thing. I could just picture us coming across a wolverine and both racing for the telephoto at the same time!

Buffalo at sunset, Midway Geyser Basin, Yellowstone National Park, Wyoming

Buffalo at sunset, Midway Geyser Basin, Yellowstone National Park, Wyoming

We keep hearing about how the stock photography industry has been changing for the worse over the past few years due to an increase of images from digital cameras and how amateur photographers are de-valuing the art form by giving images away for pennies. Sounds like a modern-day Economics 101 case study. So what advice what you give to other photographers when it comes to getting adequate compensation for their work?

We are having our best year yet and have had a two of our largest individual sales ever, so I try not to get too wrapped up in all the industry talk. I think there have always been lots of people losing money and struggling with photography just that the Internet made it easier for them to be heard.

At one point in college back in the 80’s, I thought seriously about trying to pursue photography as an occupation. I was told back then that it was extremely competitive and very difficult to make a living as a photographer, so I didn’t do it. Today, all you hear about is how great it was back in the 80’s and 90’s!

I think a lot of people don’t want to spend the time and effort necessary on marketing, so they take the easy way out and turn to using royalty-free agencies. I think this can be a mistake. Once you create the perception that you are a source for cheap images, it can be hard to shake that reputation. Not to mention once you sell an image as royalty-free, it can’t ever be marketed in any other rights-managed model – not if you are ethical. Had I gone down that route when starting out, I wouldn’t be able to earn a living with photography today.

I’m starting to notice some backlash against the royalty-free licensing model by some of the better customers. They just don’t have time to try to find that one gem in the endless sea of royalty-free images. It is worth it for them to pay a little more and have someone who can provide the research, post potential images to a viewing platform, and provide quick service. For many buyers, time is money.

You have an interesting photo blog that is updated almost daily. Would you consider this to be a vital part of your business?

Another good question. So many people nowadays have a blog so the benefit has definitely been diluted. I have a feeling many of them will eventually go by the wayside because it is much more work than most people realize.

I don’t think it is a vital part of my business given the amount of time that I spend on it. There are probably many more vital things I could be doing but there are some search engine benefits. It is also a way to keep in touch with some of our valuable clients. A number of them have mentioned to me that they do drop by to see what we are doing from time to time. We have even made sales of images captured while traveling thanks to the blog. These are images that wouldn’t have appeared on our regular site for months. So there are some benefits.

The blog can be a time burden at times without a doubt, but I have actually found it to be fun and rewarding. I get lot of very appreciative emails. I used to spend time each day answer the same questions in emails over and over – now at least those efforts can be shared with others.

I should add that I’m a terrible writer and have never enjoyed writing before starting my blog two years ago. (I’m glad that you are helping me edit the responses 🙂 I like that blogging has forced me to work on this personal weakness.

Aerial view of Copper River Delta, Chugach National Forest, Cordova, Alaska

Aerial view of Copper River Delta, Chugach National Forest, Cordova, Alaska

Other than Seward, where would you recommend a first-time visitor to Alaska to go?

It’s hard to decide where to go because Alaska is so large but that doesn’t stop me from having an opinion.

I love Kenai Fjords National Park, so I think Seward is a must because it is practically right next door. Plus, it is about one of the easiest places to visit in Alaska.

I also recommend first time visitors to go visit Denali National Park. This will expose you to an entirely different ecosystem and will give you a nice variety of coastal rainforest, interior mountains, tundra and boreal forest.

A trip to where I grew up in the Wrangell-St Elias National Park is always rewarding, as would a bear viewing trip into Katmai National Park, or Lake Clark National Park. Alaska has 19 National Parks / Monuments and numerous State Parks, so it can be tough to choose – I haven’t even been to all the National Parks!

For an older, less mobile or adventurous visitor, you really can’t beat an Alaskan cruise. It is an easy way to see some amazing country in complete comfort.

Any photography business announcements or personal projects that you would like to tell us about?

Nothing too exciting. The last two years we have really had a heavy travel schedule that has kept us out of the office for well over 200 days each year. We may spend more time in the office this year, and address some of those things we never have time for. Having said that, we will probably take at least a short trip to the Southwest this fall, and maybe a two to three month trip this winter.

Thanks Richard.

To see more of Ron Niebrugge’s photography, visit his website:


September 2, 2008 Posted by | Interviews, Photographers | , , , , | 6 Comments