School Photography

The image of schools photography has changed dramatically in recent years, driven by the same market forces that have influenced wedding photography. Cathy Joseph takes a look at the potential this market offers

It’s as predictable a part of the primary school year as the nativity play and sports day: a few weeks into autumn term and the children come home with the proofs of their school photo, a request for money and the prospect of a guilt trip at being a neglectful parent if you decline.
For decades, it seems, the images barely changed – little Jimmy may have been one year older and sporting new front teeth in his forced grin, but the gloomy mottled background, square-on pose and head-and-shoulders crop belied any sense of time passing. It would be wrong to say the digital age has brought about a universal change in this traditional approach; indeed, thousands of parents are perfectly happy to buy simple ‘record’ shots of their offspring so long as they are affordable. But more and more schools photographers, both companies and individuals, are finding that fresh, fun, contemporary-looking images find favour with both schools and parents, which is reflected in the volume of orders they receive. Clean white backgrounds, full body poses and natural expressions are gradually finding their way out of the studio and into schools, pushed forward by some dedicated and determined professionals.
Although potentially lucrative, schools photography is a tricky business to break into. The lion’s share of the market belongs to the large nationwide operations, which can use economies of scale to keep prices low, while offering tempting incentives to schools. The number of schools isn’t noticeably growing and virtually all of them will already have a photographer signed up. Once established in a school, you have to work hard to keep your place as a change in staff or a persuasive sales pitch by a rival photographer could spell the end of your tenure.