I have two photographers call me this week with similar stories. Both had approached a major magazine, or whatever that passes for these days, with a controversial and high profile story, and gotten financial guarantees for their work. Both had visualized the kind of impressive magazine spread that their stories warranted……and now, after a few months, both were disillusioned and a little frustrated.

Plenty of things that can go right when a magazine, editor, or an art director takes interest in your work, but there are also things that can go wrong, and I would like to make some suggestions about ways that you can negotiate the best arrangement with a magazine (or anyone really) that you can.

Here are the some suggestions:

1) Never assume anything. Most photo editors are going to be very enthusiastic, especially if they want something from you. So be certain to listen very carefully to what the person on the other end of the phone or across the table is saying, and make sure that you are not filtering their words with what you would like to hear.

2) Know what they do. You should be familiar enough with the publication to know what the magazine has done in the past, and factor it into your negotiations. If you are dealing with a magazine that never runs a a photo essay without a substantial text, you should understand that when you approach them you are going to need a text. If the magazine that never runs black and white photographs, there is a pretty good chance that the essay you envisioned in black and white will probably have to run in color.

3) Know what you want. Do you think that you your work justifies a ten page layout? Make sure to make that clear to the editor, and don’t just assume that if they show interest in you, this is what they have in mind. They might have an entirely different agenda for your work, read Rule #1.

4) Try and get what you want. Its a your story, your work, its about a subject that is meaningful to you and important. Your subjects deserve it, and you deserve it too. Be polite, but be demanding. Your work is about quality, not compromise, and you expect to be treated with respect as a professional. I am not suggesting that you resort to prima donna antics, but I will say that some of the better photographers are known to pull whatever strings they need to get what they want.

6) Don’t try and be friends. This is a business arrangement, not a social interaction.

7) OK, everything has gone great. The magazine wants to use your work, and you are going to negotiate the terms. Negotiation is in itself, an art. Some are more blessed than others. But these are some of the things that you need to think about.

– Don’t leave your work without getting some commitment. This is exactly what the magazine wants.

– If you make a deal make sure to negotiate how long can the magazine sit on your work without publishing it. That $1000. is not going to feel too good if after 6 months your story has not run. If your work has not been published in that time, then you need to be free to offer it elsewhere– its an important story, you did it right? Start at 30 days.

– If its an exclusive story that the magazine really wants the sky is the limit. If the story is right, you can get what you want, not the typical space rates that they would like to pay. For really exclusive images, the fees can go higher– much higher. In the event that you have an image that the world is really clamoring to see– get a really good boutique agency like Polaris, Redux, or Contact, or whatever the equivalent is in your country, to negotiate for you. You can in turn negotiate an arrangement with them, perhaps 35% commission for them, or maybe 40% under a certain level of sales, and then a sliding figure down to 25% if the sales are over a certain level.

– Don’t leave things hanging. If a period of time passes, call the editor or email before you start to feel uncomfortable.

– Trust your instincts. They rarely fail you. If it looks like a bad deal, then bail out.

Developing a good relation with a magazine or an editor takes a long time, and like any relationship, too much power for one side or another is not a good thing. So make sure to respect yourself and your work, be specific about what you want, and don’t be afraid to ask questions. No one will think less of you for it.