getting creative under tight budgets
DESCRIPTION
This is a lecture I created for the College Media Advisers Convention in 2009. I will be using the this lecture again, updated, in 2010.TRANSCRIPT
[email protected] • www.KatieSchlientz.com
Katie SchlientzWoman’s World magazine
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
First things first...a little about me!
Down to business
In this economy, all industries are making cuts, but it’s especially affecting the publishing industry
One of the first things companies do is evaluate each department (photography/art, editorial, etc.) and make cuts for each department
Art/Photo departments HAVE to continue to bring fresh, creative visuals to the magazine
Getting Creative Under Tight Budgets
Several cost-cutting ways to be creative:
1 Make stock photography work for you1 2 Use public relations/company art 3 Use Creative Suite tools to make your own art 4 Get creative with type 5 Tap local resources 6 Use your own talent
You can also use these ideas to market yourself to potential employers by showing them how you will save them money!
Getting Creative Under Tight Budgets
1 Make stock photography work for you
-First, know the difference between Royalty-free and Rights-managed
Rights-managed products are licensed on a use-by-use basis
Royalty-free products may be used by you multiple times for multiple projects without incurring additional fees
-Know the difference, and understand what works for your publication
Getting Creative Under Tight Budgets
1 Make stock photography work for you
-Check the “cheaper” sites first: www.istock.com www.shutterstock.com www.dreamstime.com
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
1 Make stock photography work for you
-Use stock CDs
-Pick up the phone, and call your stock agency representative!
Getting Creative Under Tight Budgets
2 Use public relations/company art
-Contact companies for product shots (products, movies, television, books)
-Most major companies have press websites where you can download art (usually for free)
**Make sure you credit the company.
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
3 Use Creative Suite tools to make your own art -There are some companies still using Quark to publish their pages. Most companies, however are working in or have access to Adobe Creative Suite.
-Highly recommend you learn to use ALL of Creative Suites’ programs: InDesign, Illustrator, and Photoshop
Getting Creative Under Tight Budgets
3 Use Creative Suite tools to make your own art -Use Illustrator to make your own illustrations/clip art
-CS2 Illustrator: create backgrounds for texture, clip art, symbols, graphics, and manipulate type
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Seattle Monthly
Getting Creative Under Tight Budgets
Seattle Monthly
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Women’s Health
Rachel Ray magazine
Getting Creative Under Tight Budgets
3 Use Creative Suite tools to make your own art -CS4 Illustrator: use tools to turn photographs (you own) into illustrations
Getting Creative Under Tight Budgets
3 Use Creative Suite tools to make your own art -Purchase vector images and modify them in Illustrator to make them your own
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
$103,850That’s a lot of money...
Getting Creative Under Tight Budgets
h4 Get creative with type
-Use type as an artistic element!
Take a look at Bembo’s Zoo! www.bemboszoo.com
-Can make a BIG difference when you are lacking photographs
-Can be used as art: Don’t fear the dingbat!
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
5 Tap local resources(works especially well if you are working for an uber-local magazine or a non-profit organization)-Find local photographers and illustrators fitting the style of your publication •Usethepowerofgoogle! •www.theispot.com •www.folioplanet.com •www.guru.com
-Keep in contact with friends and alumni-Establish and continue positive relationships with freelancers
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
6 Use your own talent
-If you are good at illustrating- whether pen and paper or digital, offer your services!
-Take up a digital photography class... You can take photographs for the magazine you work for!
Getting Creative Under Tight Budgets
Getting Creative Under Tight Budgets
You can also use these ideas to market yourself to potential employers. Show them how you will save them money!
-Add illustrations, photographs, and graphics to your portfolio
-Show that you are proficient in the Creative Suite packages on your resumé
-While interviewing, make suggestions on how YOU can save them money!
[email protected] • www.KatieSchlientz.com
Questions? Ask me anything!
Can’t think of anything right now?Email: [email protected]