Lou Jacobs 
Professional Commercial Photography 
Techniques and Images from Master Digital Photographers

Presenting ideas and commentary as well as photographs, this collection offers new photographers revelations and wisdom from professionals and informs them how to achieve commercial success. Commercial photographers create images that are designed to sell products, services, political candidates, organizations, corporations, and any other marketable commodity or idea, and their clients range from advertising agencies, manufacturers, retail stores, hotels, restaurants, and other businesses. With a section focusing on each of these types of services, this reference provides a quick workshop on an area of expertise, furnishing those new to the business with a wide variety of information about each specialty. Tips for selecting the most effective equipment for each subgenre as well as technical information about each camera combine with business-savvy know-how—from marketing, bidding, budgeting, building referrals, managing the office, and more—making this a comprehensive reference for being both behind and in front of the lens.

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Lou Jacobs, Jr. is a professional photographer, a regular contributor to ‘Rangefinder’ magazine, and the author of ‘Photographers Lighting Handbook, ‘ ‘Professional Children’s Portrait Photography, ‘ and ‘Studio Lighting.’ He lives in Cathedral City, California.