Denny Introduces

HOW TO MAKE MONEY in our new ONLINE LEARNING CENTER

For over 50 years, the Denny Manufacturing Company has been producing the best quality and creative photography backdrops and props that have helped build successful photography businesses around the world. For years now, photographers have been struggling to make good money.

Why? The photography industry has changed so much in the last 20 years. It has undergone significant changes, especially with the rise of smartphone cameras and the clarity of the new technology involved. Many people think they are photographers which misleads them from going to a professional photographer! I also feel like there is always room to improve the quality of professional photography through improved education.

Our initiative to launch a New Education Program, spearheaded by someone as experienced and respected as Gary Bernstein, is to your benefit. Bringing back his classic instructional books will undoubtedly be a game-changer for many aspiring photographers looking to hone their craft and business skills.

The photography industry has been extremely good to me and my family for many years. I truly want to give something back to the tens of thousands of photographers that have helped Denny Mfg. Company to become the World's Largest Manufacturer, and Supplier of Backdrops, Props, and Studio Accessories.

So, I called on my good friend and customer, celebrated photographer Gary Bernstein. Gary and I are the same age, that’s more than 100 combined years in the photography business. I asked Gary if he would head up our New Education Program starting with some new lessons, and most-importantly would he allow us to republish his classic instructional books (these are his books that teach the creative and money-making techniques he has used for years). Those books haven’t been available for some time—but they are needed now more than ever! Those books probably put thousands of photographers into a successful photography business over the years.

Gary, who is also in film production and marketing started shooting still photographs in a Washington D.C. ghetto for $8 a day and went on to secure more than 200 celebrity clients, from Presidential Administrations to Elizabeth Taylor, Bruce Jenner and Jay Leno. He also created ads and covers for the world’s largest magazines and companies. Some of those companies included Cartier, American Express and Revlon. This is a testament to his talent and resilience in the industry. His wealth of experience and success will surely resonate with countless photographers eager to learn and grow.

But here’s the bottom line in terms of his philosophy and teaching:

He is one of the few photographers to successfully run a commercial and a portrait business at the same time. His images are licensed for as much as $100,000 for a single a year, and he has billed private portrait sessions for well over $100,000 as well.

It is not about whether you know all of Gary’s esteemed clients. It is about the fact that he secured all of them, and moreover that these are people (and corporations) who could afford any photographer in the world and not only selected Gary, but that they kept on coming back for more and more!

Photograph of Elizabeth Taylor © Gary Bernstein . All Rights Reserved

I asked Gary if there were truly secrets to keeping those clients coming back. “Oh yes,” he said. “There are a lot of ways to do that—and it’s a combination of business and creative approaches and psychology that works very well most of the time.”

Back in the day, Gary let us use some of his celebrity images for our early catalogs. He always gave back to the industry; lecturing, writing columns for the magazines and (as I said) writing the most successful photography instruction books of all time. The first book we are digitizing (for download) is calledThe Glamorous World of People Photography, so stay tuned.

We are looking forward to this exciting development! It's always invaluable to learn from someone like Gary who has such a wealth of experience and knowledge in the industry. Denny Manufacturing is always trying to innovate and provide valuable resources to photographers around the world!

Maybe opening that new savings account isn't a bad idea with all this excitement ahead!

Best wishes,

Denny Variali