The words Young & Free come to mind when you mention the name Holli True, and it’s not just because that’s her business’ tagline. The Oregon-based high school senior portrait photographer manages to keep a free spirit and a young attitude finding inspiration in the teen-world around her. In 2010 the savvy businesswoman decided to specialize her business from general photography to a very specific market: high school senior girls. While it may seem like a small niche, Holli has made a name for herself in the region amongst high school girls and in the photography community worldwide. Over the past two years, she’s begun hosting workshops across the US and has spoken at a number of photography conferences and events. Now she’s furthering her reach with a new magazine, set to launch in May of this year.
How did you get started publishing?
Holli True When I was planning my first workshop, I decided to create books for each of my attendees. I didn’t want them to have to scribble notes, so I provided each of them with all of the workshop content in a book. Following the first workshop, I received a dozen emails from other photographers that had heard about my workshop book. While they weren’t able to attend my workshop, they wanted to buy my book. I decided to revamp the workshop book and offer it to the public for purchase, calling it Field Notes: Workshop in a Book. Since then, I have also released Body Language: The Pose Book.
What exactly are your Young & Free publications?
HT Traditional studios offer proof books with printed images in a leather album, but I am not a traditional photographer. The Young & Free Look Book is my version of a proof book, in magazine format. Needless to say, it was a huge hit with my clients and got everyone buzzing about my business. While albums tend to be more of an heirloom product, our Young & Free look books are intended to be toted around and shared with their friends.
How did Young & Free come about? What inspired you?
HT In 2012, while planning for my senior photography season (which peaks in late summer and fall), I looked at my assortment of products and decided to simplify. I stripped down my products, which used to consist of photo boxes, signature books, mounted prints, gallery prints and more. Having too many options for clients can be overwhelming, so I decided I wanted to focus on a small handful of items–keeping my brand in mind–I ended up with Albums & Metal Gallery Prints. I quickly realized that I was missing one thing: a key product that my clients would love, that would do constant advertising for me. My solution: a Look Book.
I absolutely love looking at designer look books, they are different from magazines, as they are filled with just pictures. I adopted the same format and dedicate the entire look book to my clients, filling all of the pages with their beautiful pictures. It is a unique product that other photographers in my area aren’t offering, which allows us to stand out, while remaining true to our brand.
Tell us about your newest publishing adventure.
HT Earlier this year I joined forces with Heather Dunnigan, of TheaCreative, to create a new magazine publication for photographers called Denim+Grace. As a workshop instructor and business mentor, I am very passionate about teaching and sharing. I was craving a creative outlet and new platform to connect with other photographers in the industry and create something beautiful–a magazine was the natural choice. We are so excited about our premiere issue launching on May 1st, 2013!
Why did you choose MagCloud?
HT I have been a dedicated MagCloud user for over a year now. I turn to MagCloud for all of my printing needs in terms of magazines & books, it was a no-brainer for us when it came to Denim+Grace. We absolutely love the print quality, quick turnaround time and impeccable customer service that MagCloud offers. Thank you so much for creating a product that makes our hard work look gorgeous!
How has MagCloud made a difference in your business?
HT I think the biggest difference I have seen in my business because of MagCloud is with my look books. Our Young & Free look books sell themselves, we always have them on hand when we are out and about, which has been a huge marketing piece for us this year.
What software do you use to design your publication? Do you have any special tricks to make it easier or well designed?
HT I am a Photoshop girl, so it’s my go-to for design. Due to the number of look books I had to create, I wanted to make it as simple as possible to get them designed, so I made an assortment of templates that I can mix and match easily. Due to the popularity of the look books, I recently wrote a blog post about how I created them and now offer templates for purchase to anyone looking to create similar publications.
What tips do you have for someone new to self-publishing?
HT Do it! MagCloud makes the entire process a breeze, just commit and go for it! Oh, and before you order a large number of copies, make sure to do a test run, just in case! When you start designing, it’s easy to forget to leave enough cushion on some pages, a simple test can give you peace of mind!
If you were stranded on a desert island, what one book would you want with you?
HT Eclipse by Stephanie Meyer. I am obsessed with the Twilight Saga- Eclipse was my absolute favorite! I could read it and reread it time and time again. I’m not even ashamed to admit it! ;)
With a desire to start the year with a positive outlook, Sandy Puc just began a great discussion thread on LinkedIn asking people to think about the Top 10 things they believe contribute to a successful photography studio.
Publisher's Corner 