NYC Aperture: April 8 & 9

Marketing Your Photographs

When: April 8 & 9, 2017, 11:00 AM – 6:00 PM
Where: Aperture Foundation in the Chelsea Arts District, New York, NY
Tuition: $500

Conceiving, researching, and creating long-term photographic projects is an enormous accomplishment. Sharing the work with the public is the next step.

Join mentor and educator Mary Virginia Swanson for a two-day workshop that will teach photographers to identify appropriate audiences for specific photographic projects and how to effectively reach them.

Swanson will explore a wide range of venues for photography in public, institutional, and private sectors while focusing strongly on learning to “read” their websites for clues to the demographics they reach. She will also discuss the importance of building, rather than buying, a mailing list with well-researched individuals, frequency of contact, and best practices for communication, whether via direct contact or utilizing social media platforms.

On the first day, Swanson will present an overview of the different types of venues as well as various audiences that extend beyond the fine-art market. The second half of the first day is reserved for participants to present their project statements, images, and a description of their desired audience. Swanson will offer suggestions on what additional information or services they could provide to the public, such as lectures, workshops, or other educational components in order to enhance one’s relationship with their audience. She will also advise participants on various audiences they may not be aware of in order to expand and diversify their reach.

On the second day, participants will present revised project statements and a list of venues they are interested in contacting, and share why they seem likely to be appreciative audiences for their work. Participants will also share their websites with the group while Swanson leads a discussion on what elements can be improved upon for clarity of intention. In the afternoon, she will discuss how to conduct project-specific research to develop a larger audience, establish a targeted mailing list, and discuss the language of funding and site-specific proposals.

Class size will be limited; for more details and to register visit


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