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Janet Boschker To Groupon or Not to Groupon Victoria Kelly Line 2 Mary Fisk-Taylor Mini-Sessions Jamie Hayes Too Much Light

GALLERY GALLERY Each month, Southern Exposure magazine will feature images from the annual affiliated judging. All images in the “Gallery� scored 80 or higher and have earned a credit toward the SEPPA degree (SPF). Loan collection images earn one additional credit.

Suzanne Deaton Face of Addiction

Michael Busada Beautiful Form

Gary Woods Gothic Wedding Night

Connie Jarzyna Summer Goddess


Chairman of the Board

Mary Alice Ross



Doug Peninger

District of Columbia

1st Vice-President

George Singleton

2nd Vice-President

Anthony Rumley


Kevin Jiminez

Salon Exhibition Chair

Jessica Vogel

Executive Director

Thomas McCollum

***Don Engler Peggy Parkinson


***Bob Blanken Joe Tessmer ***Donna Campiz Kaye Newsome


***Sally Jackson Jill Stringfellow


***Vanessa Ard David Corry


***Patti Ford Gil Brady

Southern Exposure Southern Exposure magazine is an online publication of SEPPA and is published monthly.

North Carolina

Editor Doug Peninger 336-883-7104

South Carolina

Ad Sales & Business Manager Thomas McCollum 888-272-3711


Article & Ad Submission 5th of each month On-Line Publication 1st of each month



2712 Marcia Drive Lawrenceville, GA 30044 888-272-3711 Acceptance of advertising does not carry with it endorsement by the publisher. Opinions expressed by Southern Exposure or any of its authors does not neccesarily reflect the positions of the Southeastern Professional Photographers Association.


***Karen Goforth Janet Boschker

West Virginia

***Clark Berry Greg Martin ***Mac Brown Barbara White ***Sharon Younce Robert Holman ***Brent Kepner Christie Kepner

***state president representative

Additional information of state events within the SEPPA Affiliate can be found using the state links below. Please view their websites by clicking on the web address and you will be re-directed. Delaware

District of Columbia


North Carolina

South Carolina




SEPPA is a regional affiliate of Professional Photographers of America and hosts an annual District Image Judging. To learn more about PPA, click the PPA Logo.



West Virginia




Doug Peninger: SEPPA President

It’s a Changing World Do you still do marketing the same way you did just two years ago? What about five years ago? What about ten years ago? If you answered yes to any of those questions, you are behind the times. I have never witnessed a marketplace like the one we see today. From social media to texting and smart-phone apps, it’s all changed. Throw out everything you knew, except quality portraiture, and step out of your comfort zone. This month, our writers have generously presented new and intriguing marketing ideas, one might even be a bit controversial. When it’s all said and done, if you can find something that works and produces sales, then hats off to you. Be sure to check out the article on “Groupon.” It will astound you. Victoria chats it up with “Line 2’ an amazing new iPad app. Mary shows us how to fill in the gaps during slow portions of the day. Last, but not least, Jamie shows us how too much naturallight really is not that good of a thing. I hope you have a fantastic month and remember to be thankful for all of the blessings in your life.

Doug Peninger SEPPA President Editor


The SEPPA Board of Governors, at the 2010 meeting in Franklin, TN, approved the all new SEPPA Degree Program. The Southeastern Photographic Fellowship is now a reality! You can earn your new SPF Degree in two categories. The orange ribbon is earned with a concentration in print credits, the purple ribbon with a concentration in service to the organzation. The requirements for both options are completed with education and/or service credits. You may also achieve both Degrees, signafied by a purple and orange ribbon. SEPPA will post the Credit Chart and submission forms at a later date. Be sure to check back. All events, beginning April 1, 2010 will be eligible to submit for credit.






Janet Boschker To Groupon or not to Groupn


Cover Artist

Jessica Robertson


Victoria Kelly


Mary Fisk-Taylor


Line 2


Jamie Hayes

Too Much Light

Shop 4 22 23 27

Millers Michel Company Academy Productions White House


“Songbird” by Michelle Parsley

5 10 14 15 18 19 26

Florida School Maryland PPNC Conventiion

PPNC Central Seminar Georgia Convention

Georgia School IIMAGING USA

Janet Boschker

That is the question! I know many people are not in favor of the newest craze in marketing, but I have to say, I’m not sure I agree that it is a bad thing. I have a friend, a glass artist, who is always on the cutting edge of what’s new, what’s hot, what works. The thing I love about her is that she is not afraid of taking risks. She had a vision for her family’s obsolete dairy barn… an artist co-op. With no money and only a dream she named it Art in the Dairy, got a website and moved herself and her glass into the old barn along with a few friends – a painter, a potter and a printer. Last spring she decided to try Groupon to promote awareness of the Dairy so she offered a glass “make it and take it “ class… she sold 480 classes ! Not only that, she began getting calls from church organizations and senior centers asking if she could take a group. All in all, her venture was a complete success and she is happily repeating her class offer again this fall.


So, I know you are thinking – what a nightmare – 189 “students” all calling the studio and asking a million questions about photography. Did not happen – why? Because I created an online booking gadget on my blog through Bookfresh and for the nominal fee of $19.95 a month, I set up a calendar of classes – the classes are held 3 times a month, the students sign up online and can reschedule their own class if they need to, Bookfresh then sends a reminder email 3 days prior to the selected class and also sends a “We’d love to hear how you liked the class” email the day after. Totally simple!

Hmmm……. How could this apply to photography? I had been seeing a lot of chatter online about how bad it was for photography studios, how it overwhelmed small businesses and that had me concerned, but I couldn’t let go of the potential. I sent a request in to Groupon and was told that my business did not fit their needs. Bummer. I sent a request to Living Social and bonanza – a sales rep called on me and we talked about what might work for both of us. She seemed to think that photography studios had to do a session and a cd and I was definitely not going there, but then she suggested a class and I thought, “Why not?”. I would not need to produce anything, the people that wanted to learn the basics were probably not my clients anyway, it seemed like a win-win. She suggested a “photo walking tour” that included a 30 minute lecture and then a walk about where the students could have access to me and my expertise as we walked and took pictures. Sounded GREAT – a new income stream!

The best part of it is that to my surprise, a lot of these people are potential clients! The third class I held a Panthers football player’s wife attended… hmm… can you say potential baby client? Not to mention everyone that comes for the class sees the studio and the images on the wall – most have never been to a real professional photography studio and they are pretty blown away to see the difference when they are only familiar with chains and high volume photography. Its been a lot of fun meeting all these people I never would have met, and it’s also been great fun just walking around taking pictures - for fun. Some friends I have shared my experience with have said “Aren’t you afraid you are training your competition?” Well, all I can say to that is if they can learn all I know in 30 minutes, maybe I’m in the wrong career………..

I got busy, made a logo and called the class “Shoot and Share”. I produced a power point show to use as an outline for the lecture including some images that illustrated the basic concepts of lighting, composition and color as it pertained to photography. I added a page to my website about the classes I was offering at the studio and priced the class at $180… the Living Social “deal” was reduced to $59 of which I received 60%. My “Deal” went live on July 29 and I am happy to report that I sold 189 classes!!! Do the math – its not bad!




One might think a former biology teacher the least likely person to be awarded PPA Photographer of the Year for the last two years, but Jessica Robertson has always tapped into the science of creativity. Jessica is a rare mixture of technician and artist who balances the science of light with an eye for creative composition. Jessica holds a degree in Art with a concentration in Photography. This balanced approach is a behind the scenes strength that creates client confidence. Her organized approach to all aspects of her client interactions prepares them for a session that becomes all about fun and spontaneity. Jessica creates an experience that is full of laughter for those in front of the lens so they forget about all of the work that is going into creating the image. It is this practical approach, combined with her tireless and tenacious pursuit of the best images that have moved her into the realm of success. Carving her market from the small town of Ashland, VA, Jessica has become a force to be reckoned with by cornering the senior market, shooting an average of 225 seniors a year. She also photographs about 100 family portrait sessions and is happy to round out the diversity of her sessions with pets, headshots, and a small handful of weddings. The dramatic growth of her business since opening her retail space in 2005 has enabled her to recently move into a new studio doubling her square footage. Practicality plus personality…science and art. Jessica Robertson is a study in opposites who is making her career in a field that requires both.


About the Art Talking with Mrs.Virginia Shelton during her portrait session was a life changing experience. Having celebrated, and really celebrated not just recognized, her 105th birthday, she had much wisdom to offer. She reminisced about how she much preferred riding her horse to driving a car, both activities she only recently gave up. As she spoke, her red fingernails flashed against her many hat boxes and matching gloves she brought for her portrait session. What came to light in our conversation with Virginia is that the strongest force in her life is her faith. Mrs. Virginia Shelton is quite the local celebrity in Ashland, Virginia. In a small southern town where tradition and heritage are sources of great pride, Mrs. Shelton, our oldest citizen, is something of a legend. Even President Obama made special arrangements to meet her on his visit to Richmond last year. Mrs. Shelton said her keys to longevity are Jesus and laughter. The goal of Mrs. Shelton’s portrait was to capture her spirit and her spiritualism. In order to achieve this look of relaxed rapture, Jessica asked her to say, “I love Jesus.” It was this flash of joy that the shutter captured as our “Hallelujah” moment.

Note: Images chosen for the cover of Southern Exposure are first place, distinguished or other award winners from the annual district judging.


Victoria Kelly

This month we’re going to talk about telephone service...we all know how important it is for our clients to be able to contact us when they need us, right? As an army of one, I don’t keep regular studio hours. I’m there by appointment only, and for years I’ve had a love-hate relationship with voicemail. Dialing in to pickup messages wasn’t always satisfactory--it seemed like no matter what schedule I was on to dial in something was going to get missed. For a long time I even had the studio line forwarded to my cell phone so that I could respond to a voicemail more quickly. The only problem with that solution is that clients ended up with my cell phone number and there was never any real separation between “studio” me and “personal” me. (I have a lot of clients who apparently make all their phone calls to leave voicemail between 2 and 4 a.m...) Until now. I’ve discovered a great little app that will run on either iOS or Android devices called “Line2” from a company called Toktumi. Essentially it will give you a second line coming into your device using either VoIP or 3G service. Now I ask you: how totally cool is that? I downloaded the app to my iPhone 4 and got a telephone number from Toktumi for a free 7 day trial. The service is fantastic--you can make a VoIP call if you have a WiFi connection or piggyback off your 3G service if you’d prefer. I found that using the 3G service on my iPhone was actually a better connection for me, regardless of where I happened to be at any given time.


When my 7 day trial was almost over, I made a leap of faith and decided I would port my studio landline to Toktumi so that I could use it on my iPhone. I sent in the port request and in about 7 days I got an email saying that my studio line had ported successfully and I could start using my primary studio number on my phone. I logged into my web console at Toktumi and set up my voicemail and decided how I wanted calls to be answered. My personal preference was to have every call coming to my studio line that wasn’t answered to go straight to voicemail.

I can also text from my Line2 app...a great thing if I want to send a reminder to a client about an upcoming appointment. It will also upload my iPhone contacts to my Line2 address book... another bonus. Once I got comfortable with using Line2 on my iPhone I just had to try it on my iPad. I downloaded the iPad version of the app and instantly turned my iPad into a phone. If you have an iPad 2, you’ll be able to use a Bluetooth headset for your Line2 calls. If you’re using an iPad 1 you’ll need a wired headset like the Apple earbuds to keep your calls private. (You can, of course, use the regular speaker in your iPad...just be mindful that anyone walking by can hear your caller’s side of the conversation.)

I’ve had the service about 2 months now and I’m delighted with both the cost AND the quality of the calls. I can respond to clients (and prospects!) more quickly and the iPad version even keeps track of call activity by client--whether it was a call or a text message. Visit and check out the service. You’ve nothing to lose with a free trial and I’m betting you’ll find the cost savings pretty attractive.

Basic service starts at $9.95/month which is perfect if you don’t need an auto attendant or virtual assistant--this plan includes unlimited US/Canada calling and texting. The pro level is $14.95/month and includes conference call service, custom greetings, search dialing and several other features along with the unlimited US/Canada calling and texting. I opted for the pro also means I have a “soft phone” (my trusty Mac) and can view/listen to voicemails and call history online from my web portal.


Mary Fisk-Taylor Twitter @maryfisktaylor facebook - maryfisktaylor

We have been having so much fun at our newer studio with mini portrait sessions. These are very short and precise 20-minute sessions that we create during “regular business hours.� This means a lot of things:


1. We only schedule these sessions on Tuesday, Wednesday or Thursday between 12:00 pm and 3:00 pm. We don’t want to use valuable morning appointments, which tend to be prime time newborn sessions and we don’t want to use evening appointment times, which work best for most of my high school seniors and families. 2. We truly only schedule these in 30 minute increments. These are quick mini sessions. 3. We only offer one background. 4. We do not have clothing changes. 5. They are single subject sessions, only one child in the image. We do this so we can fill our calendar during those “off” hours and they are fun sessions for toddlers, babies and younger children. These sessions are very simply lit and handled so it is a very precise session that tends to run fairly smoothly. We do offer a promotional price list for these mini sessions and a reduced session fee. We keep the advertised price for the sessions, or the prices quoted on the phone or via email fairly low and attainable. The point for these sessions is to get new people in the door and allow existing clients to come in regularly for quick sessions and use our studio instead of the mall photographer. However, we show samples of these sessions in several areas of the studios and like to display large gallery wraps or fun metal prints. These items are in the larger collections and we tend to run a solid $500 - $600 average on these quick 20-minute sessions.

So think about these types of sessions, especially during your slower times of year or for us the slower times of day. The main studio photographer could certainly photograph these or even better if you are currently working/training an associate or secondary photographer, these are a perfect way to get their name recognized in the studio and give them great behind-the-camera experience.



Download 2012 Southeastern District Competition Rules


Jamie Hayes


Sometimes less is more as with this month’s image. What can you do if you like the background but the light on the subject’s face seems to come from every direction? The answer is to subtract some, or even most, of the light from at least two directions using black subtractive fabric, blocking the light on the subject, creating direction and contrast. There are two kinds of reflectors that are most readily available: flexible disc or rectangular shaped foldable metal frames stretched with different fabrics and strong light weight rigid frames that either fold like an umbrella or disassemble entirely. My choice is the folding umbrella type and my absolute favorite brand is the Larson Reflectasol. A staple in our industry for decades and available in several sizes, just buy the 42x72 with every fabric choice offered. These fold flat for quick and easy storage and lay out totally flat, which makes them very efficient. Buy any Reflectasol this month and mention my name and receive a15 percent discount! You are welcome.


In photo 1, notice that warm sunlight is striking the subject from her left side along with open sky from above, which creates different directions of light making the subject’s face seem very large with darkened eye sockets. I placed a 42x72 Reflectasol, covered with black fabric, on our right to not only block the diffused sunlight set-up 1 but also subtract light from this side creating a main light on the faceset-up that has more direction. This also makes reflection the face more round and thins down the face. By just adding this gobo we have improved the quality of light tenfold. But there is still too much light coming from above... notice the dark eye sockets. For photo 2, I placed a 36x36 Reflectasol directly above and slightly behind the hair line of our model to block this light giving her face more of a studio quality characteristic and shaping the face while really thinning the face and forehead as compared to the first pose. The great thing about using gobos and reflectors is that set-up 2 what you see is what you get. This is why this style of lighting is so popular and requires a minimal amount of gear and investment. I have owned the same Reflectasol since 1982 and it is still working just fine. Join me at IUSA for more detailed information on both subtractive and additive style of lighting and when set-up 4 to use each. set-up 3

Camera: Canon 1Ds Mark III Lens: Canon 35-350–L f4 IS UMC set at 120mm Exposure: 1/100 sec @ f/5.6, ISO 80 Light Modifiers: Larson 3x4 42x72 inch Reflectasol with reversible black and metallic silver fabric and universal light stand mounting clamp.


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Each month, Southern Exposure magazine will feature images from the annual affiliated judging. All images in the “Gallery� scored 80 or higher and have earned a credit toward the SEPPA degree (SPF). Loan collection images earn one additional credit.

Erin Clark Yearning for His Touch

Thomas Warner More Than a Name on the Wall


Michael Ward Rough Rider

Sundra Paul The Trumpeter


Southern Exposure November  

Monthly Magazine

Southern Exposure November  

Monthly Magazine