Is Photography Art? The Would-Be Collector Has Few Places to Decide

One of the things that makes photography appealing is that just about anyone can take good pictures. Of course, if you are a professional photographer, one of the things that makes photography unappealing is that just about anyone can take good pictures.

Few argue that photography is art. And selling it as art, as something to hang on the wall, is very difficult. The appreciation of a good picture blurs with the ease with which it can be taken--or so it seems.

The contrast is never more evident than in the number of galleries that deal primarily in paintings and lithographs and those that deal strictly in photography. In Orange County, more than 100 galleries deal in paintings and only a few sell just photographs.

Simply put, photography is a tough sell.

“Photography, although it is much admired and people love to come and see it, is not routinely considered for purchase as a piece of art,” says Mark Chamberlain, the owner of BC Space Gallery & Photographic Art Services.

“It’s a problem everywhere, but especially in Southern California,” he says. “Southern California does not have a very large patronage program for the arts in general. And photography still falls into the category of stepchild to the other arts.”

Apparently, price is not the reason for the scarcity of photo sales. Comparatively speaking, photos are affordable.

“It’s not the same (as paintings) in terms of prices or profit,” says Susan Spiritus, the owner of the Susan Spiritus Gallery in Costa Mesa. “You can sell an Andy Warhol painting and the dealer is going to make a whole lot more than if I sell a Josuf Karsh photo of Andy Warhol.”

The comparison underscores another problem in selling photography as art. Most everyone has heard of Warhol, but how many have heard of Karsh?

Most people can only name one photographer--Ansel Adams. After him, Karsh is probably the best-known.

It is hard to predict what kinds of photographs will sell the best.

“Trees are the big seller,” Spiritus says. “It’s a subject that people really respond to. Another one is chairs--and why, I just don’t know. Portraits are very, very hard to sell. Unless someone has a particular favorite person or piece of art by that person, I’ve found them to be very difficult to sell.”

Still, the tough market that most photography sellers face may the result of just how easy picture taking has become.

Says Spiritus: “A lot of people will use the expression, ‘Oh, I can do that. I was there and can take the same picture Ansel did.’ They think they can but they really can’t.”

Chamberlain agrees: “In truth, there is no way (they can duplicate a picture). Or the coincidence of being in the right place at the right time, with the right mind set, the right orientation, the right equipment, the time to do it and the ability to do it.”

The perception is that photographers can crank out prints like the local camera store. In fact, professional prints can take a long time to produce and there is no excuse for buying a print with a flaw.

“One negative can be used to print an unlimited amount of photographs,” Spiritus says. “And the public thinks that this is like publishing a book or poster where you just press a button or two, and thousands roll off. That is just incorrect.”

Photographers aren’t doing themselves any favors, however. Most refuse to limit the number of prints that are sold of each of their photographs. This can leave buyers with the impression that prints are turned out by thousands. Obviously, the fewer the prints, the more value each will have.

Still, despite all the drawbacks, the photography-as-art business is starting to pick up. Some companies are starting to use photo prints instead of lithographs to adorn their walls.

“I think we are going to see an extraordinary next few years both in the production, display and consumption of the work,” Chamberlain says. “I think people are maybe finally beginning to recognize that they are looking at some genuinely inspirational work that is being done.”

And, if you don’t like what you see in the galleries, go out and shoot it yourself (just kidding!).