Professional_Photographer_2011-08S370.pdf

PROFESSIONAL PHOTOGRAPHER AUGUST 2011

PROFESSIONAL PHOTOGRAPHERS OF AMERICA INC.

VOL. 138 • NO. 2391

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EDITORIAL

PROFESSIONAL

The new women’s lib

IN PURSUIT OF A FLEXIBLE SCHEDULE

director of publications

CAMERON BISHOPP

cbishopp@ppa.com

senior editor

JOAN SHERWOOD

jsherwood@ppa.com

features editor

LESLIE HUNT

lhunt@ppa.com

editor-at-large

JEFF KENT

jkent@ppa.com

contributing editors

DON CHICK, LORNA GENTRY,

ROBYN L. POLLMAN,

ELLIS VENER

art director/production manager

DEBBIE TODD

dtodd@ppa.com

sales/strategic alliances assistant

CHERYL PEARSON

cpearson@ppa.com

circulation

MOLLIE O’SHEA

moshea@ppa.com

You might not realize how far women’s rights have come in the

last few decades. At the time Billy Jean King played and defeated

Bobby Riggs in a feminist-history-making 1973 tennis match

that pundits called the “battle of the sexes,” the banking industry

tied a woman’s credit worthiness to her marital status. Indeed,

until the Equal Credit Opportunity Act passed in 1974, a married

woman in the U.S. was essentially invisible to banks and credit

card companies.

The generations before mine ventured into the workplace and

worked tirelessly to overcome innumerable challenges; their

legacy includes many of the opportunities American women enjoy

today. Now there are new trails to blaze. Both men and women

are taking a long look beyond the cubicle and wondering if the 9-

to-5—let’s be honest, 7-to-7—workday that takes them away from

their families makes sense anymore.

And we’re seeing how women striving for a different sort of

work-family balance are transforming professional photography.

For example, PPA member Carrie Wildes was an industrial

engineer in the pharmaceutical industry before she left to open

her Tampa-based photo business. Today, the vast majority of

photographers entering the industry are women between the ages

of 25 and 44. A number of these female startups have left VIP

careers in other industries. They’ve stepped out of the rat race

toward owning their own small businesses, hoping for more

flexibility for their personal life.

Launched in 2008, Wildes’ business has taken off, and now

she’s transforming her one-woman show to a troupe, hiring a few

employees (with the blessing of PPA’s Studio Management

Services) so she can spend more time with her husband and their

two dogs, Dixie and Abita. That’s a pretty good definition of

freedom, the ability to choose the life you envision for yourself. n

Cameron Bishopp

Director of Publications

cbishopp@ppa.com

publications sales staff

director of sales & strategic alliances

BILL KELLY

404-522-8600, x248; bkelly@ppa.com

central region ad manager

BART ENGELS

847-854-8182, bengels@ppa.com

eastern region ad manager

KARISA GILMER

404-522-8600, X230; kgilmer@ppa.com

western region ad manager

AMY WALLS

404-522-8600, X279 awalls@ppa.com

editorial offices

Professional Photographer

229 Peachtree Street NE, Suite 2200, Atlanta, GA 30303-1608 U.S.A.

404-522-8600; FAX: 404-614-6406

Professional Photographer (ISSN 1528-5286) is published monthly

subscriptions

Professional Photographer

P.O. Box 3606, Northbrook, IL 60065-3606; 800-742-7468;

FAX 847-291-4816; email: ppmag@omeda.com; Web site: www.ppmag.com

member services

PPA - Professional Photographer

800-786-6277; FAX 404-641-6400; e-mail: csc@ppa.com; www.ppa.com

Advertising materials contact:

Debbie Todd at dtodd@ppa.com

Subscription rates/information: U.S.: $27, one year; $45, two years;

$66, three years. Canada: $43, one year; $73, two years; $108, three years.

International: $19.95 one year digital subscription.

Back issues/Single copies $7 U.S.; $10 Canada; $15 International.

PPA membership includes $13.50 annual subscription.

Subscription orders/changes: Send to Professional Photographer , Attn: Circulation

Dept., P.O. Box 3606, Northbrook, IL 60065-3606; 800-742-7468;

FAX 847-291-4816; email: ppmag@omeda.com; Web site: www.ppmag.com.

Periodicals postage paid in Atlanta, Ga., and additional mailing offices.

Postmaster: Send address changes to Professional Photographer magazine,

P.O. Box 3606, Northbrook, IL 60065-3606

Article reprints: Contact Professional Photographer reprint coordinator at

Wright’s Reprints; 1-877-652-5295.

Microfilm copies: University Microfilms International,

300 North Zeeb Road, Ann Arbor, MI 48106

Professional Photographer (ISSN 1528-5286) is published monthly for $27 per year by PPA

Publications and Events, Inc., 229 Peachtree Street, NE, Suite 2200, International Tower, Atlanta,

GA 30303-1608. Periodicals postage paid at Atlanta, Ga., and additional mailing offices.

Acceptance of advertising does not carry with it endorsement by the publisher. Opinions expressed by

Professional Photographer or any of its authors do not necessarily reflect positions of Professional

Photographers of America, Inc. Professional Photographer , official journal of the Professional

Photographers of America, Inc., is the oldest exclusively professional photographic publication in the

Western Hemisphere (founded 1907 by Charles Abel, Hon.M.Photog.), incorporating Abel’s Photo-

graphic Weekly, St. Louis & Canadian Photographer, The Commercial Photog-

rapher, The National Photographer, Professional Photographer, and Professional

Photographer Storytellers . Circulation audited and verified by BPA Worldwide .

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4 • www.ppmag.com

Photography.

It’s all about light.

Matthew Jordan Smith on controlling light:

I love striking imagery. Something that makes you wonder how it was

done. In this case, I want the main light to be the hero. I want the spot

to overpower everything else to create just the right mood. I metered

the main for f/11 and adjusted the ﬁll for f/5.6-two stops under. Then for

a pleasing balance, I metered and set the backlight on the model’s hair

to achieve the perfect look and right amount of background separation.

Being able to measure and control my lights, makes it all work together

to make a beautiful shot.

See video at Sekonic.com/Smith

SEKONICCOMs

Distributed by MAC Group

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