Ahrens Editions

Self-publish, be happy? Self-publish, self-edit, self-market and promote, self-distribute, self-storage, self-, self-, SELF. 

With self-publishing developing into a competitive trend, it has become a common and accepted practice for emerging photographers to self publish their debut projects and photo essays before major publishers invest in their work. On the one side, recognized photographers may be quick to reap the financial rewards of self-publishing and forego the associated risks. As for the lesser-known photographers, self-publishing is a means to take control of their own exposure through the validation of having a published work.

But, while the role for self-publishing grows, photographers best be aware that self publishing entails more than just having a shiny new photo book to add to your portfolio. It requires being an editor, a distributor and a marketer of your own work. Self-publishing amounts to investing in yourself in exactly the way a good publisher invests in their artists, and thereby taking the risks that every good publisher also takes.

This shouldn’t, by any means, discourage those eager to self-publish; only raise some points worthy of mention. First, consider print quality: whether you decide for offset or digital printing will be based on the print run. For smaller print runs, digital printing offers affordability with an improving print quality standard, almost comparable to an offset print. That said, with digital printing, there are more limitations to flexibility in paper choice and finish. Next, consider self-promotion and marketing. Sure, with social media platforms the job of self-promoting is becoming increasingly easier. But how comfortable are you really with promoting your own work? Self-publishing your work suggests that you are an authority on the subject you’ve chosen to publish. It suggests that you are confident your photo book is market worthy and can hold its own, alongside other photo books exploring a similar subject matter. Whether it is a project, or photo essay you feel strongly about, or simply a vanity piece: publishing your photo book is only the first step toward reaching your audience and landing a spot on bookshop shelves.

So self-publish, self-edit, self-market and promote, then self-distribute your photo book online and in bookstores, nationally and internationally, however you please. But first consider these points, and do some research of your own before deciding on whether to work together with a publisher, or whether to do it all yourself.

~ Janette Ahrens