Books by MVS


An Introduction to Marketing Your Photographs

FYA front cover for Web Thumbnail

FINDING YOUR AUDIENCE: An Introduction to Marketing Your Photographs is the much anticipated follow up publication to The Business of Photography: Principles and Practices (2011) by Mary Virginia Swanson.

Noted author, educator and mentor to artists, Ms. Swanson is respected for her industry awareness and insights that inform and educate photographers. Whether you are a new enthusiast who is serious about making photographs, a student about to enter the marketplace or a sage professional, the information included in this title is essential reading for photographers at all levels.

Based on the structure of Swanson’s years of lectures and workshops of the same title, FINDING YOUR AUDIENCE in book form is destined to be a cornerstone of resources for photographers at all levels.

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Table of Contents:

  • Knowing Yourself and Your Work
  • Entering the Photography Marketplace
  • Making the Most of Your Presentation Opportunities
    1. On Exhibitions: Your Work, The Venue, and It’s Audience
      Case Study – Anatomy of a Project and Its Presentation: Susan kae Grant’s Night Journey
    2. On Presenting a Body of Work in Print
      Case Study – Moving Your Work Towards Print Publication: McNair Evans’ Confessions for a Son
  • The Business of Selling Your Photographs
  • Sustaining Your Long-Term Photography Project: Fundraising, Sponsorship, and Creative Focus
    Case Study – Engaging Multiple Markets to Produce Your Long-Term Projects: Jamey Stillings’ The Bridge At Hoover Dam
  • Understanding Licensing: Granting the Rights to Reproduce Your Photographs
  • AfterwordStarting Again: Making New Work Following the Ciritical Success of “Snowbound” by Lisa M. Robinson
  • Appendix: Additional Resources

Each Chapter offers artist/industry Contributors, Suggested Reading & Resources.

Additional Contributors within the six chapters include artists Linda Alterwitz, Jeff Curto, Alex Emmons, Carol Panaro-Smith & James Hajicek, Sean Perry, Ken Rosenthal, Allison V. Smith, Elizabeth Stone, and Marc Yankus.  Industry professionals who share their perspectives include Kate Anderson, Corporate Art Consultant at Boston Art Inc.; Jim Casper, Editor and Publisher, LensCulture; Patrick Donehue, image licensing expert and photographer; Staci MacKenzie, Creative Manager, Doyle Partners; Maja Orsic, Director, Robert Klein Gallery; Rebecca Blume Rothman, Public Art Specialist, City of Phoenix; and Jane Yeomans, Photo Researcher and photographer.

The Appendix offers substantial industry resources, integrating updated content from the MVS Marketing Blog and Resource Guide and more.  Among the many areas of information provided are lists of national industry trade associations for photographers, not-for-profit organizations by state, photography industry membership organizations, continuing education resources, Volunteer Lawyers for the Arts resources, selected photography events that offer portfolio reviews, and photography and photobook fairs organized by season/location.

Complimentary instructor copy with orders of five or more copies.
Instructors, contact Kelsey Vance at for details.

FYA book cover illustration:  Artist Lisa M. Robinson installing her one-person exhibition of work from her SNOWBOUND project/publication at Klompching Gallery, NY.  Photograph: © Alex Emmons.  Cover and book design by Masumi Shibata.

Publish Your Photography Book: 2nd Edition, Revised & Updated


By Mary Virginia Swanson and Darius D. Himes

2nd edition published by Princeton Architectural Press, March 2014
ISBN 9781616892265
Publication date 02/14/2014
7 x 9 inches (17.8 x 22.9 cm), Paperback
240 pages, 25 color illustrations, 50 b/w illustrations

To purchase, go to the publisher’s website at

For a signed copy visit photo-eye Bookstore.


Whether you’re interested in self-publishing, using print-on-demand services, or going the traditional route of working with a trade publisher, this book is a must-read for any photographer who is serious about publishing a book.
-William Sawalich, Digital Photo Magazine

From Princeton Architectural Press:

Our indispensable guide to publishing your own photography book just got better. In this revised and updated edition of Publish Your Photography Book, industry insiders Darius D. Himes and Mary Virginia Swanson take budding authors through the publishing process, from concept through production, marketing, and sales, pointing out the many avenues to pursue and pitfalls to avoid. It’s packed with information, including interviews and contributions from artists, publishers, designers, packagers, editors, and other industry experts who openly share their publishing experiences. This revised edition features updated case studies and resources sections as well as expanded information on digital publishing platforms, with advice on how to make and market your eBook.

Visit to learn more about this book.

The Business of Photography: Principles and Practices

OUT OF PRINT:  New marketing book by MVS coming soon.
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Ms. Swanson’s book, The Business of Photography: Principles and Practices has information on fundraising for your personal projects, the art market today, licensing images for book jackets, multimedia and your marketing, exhibition proposals, digital resources and more. This book also covers the subjects MVS is interested in discussing with photographers, as well as, insights into her business and career philosophy.

Beginning with the 2011 Edition, listings of upcoming juried exhibitions and grant competitions will be provided on Ms. Swanson’s blog. Please visit the Approaching Deadlines section to learn about timely notices for artists.


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