Q&A: Howard Bernstein on Surviving a Recession: "Q&A: Howard Bernstein on Surviving a Recession
By David Walker
May 02, 2008
Photo District News
The mortgage crisis, rising oil prices, falling consumer confidence and other bad economic news of late has raised the prospects of an economic recession. And recessions can be painful for photographers. To ask about survival strategies, we talked to Howard Bernstein, a veteran rep and principal of the New York agency Bernstein & Andriulli.
PDN: Are there signs of recession in advertising or editorial photography now?
Howard Bernstein: I would say yes, real or perceived, advertisers and magazines are using the economy—the recession—to drive costs down.
PDN: How likely is it that the recession will affect the average photographer financially and psychologically?
HB: It's going to hurt them. Clients are going to ask to get more for less money, and photographers need to be mentally prepared [for] that, even with their best clients, especially if they're in a business such as the fashion industry or the car industry where you have repeating clients. Be prepared. Even if they love you and you've done a great job for them for five years, they're going to call you up and ask you to reduce costs."
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