Market Focus-Amateur Photographers (958 words)

On the basis of their salaries, most professional photographers lack the spending power to merit attractive direct mail offers.

According to the U.S. Bureau of Labor Statistics, the median annual income of salaried photographers was $22,300 in 2000.

But amateur photographers—anyone from the retired, aspiring portraitist to the stock-broker who travels on the weekends to capture nature with his lens—represent a profitable market segment fit for myriad offers.

“Amateur photographers are simply those people out striving to perfect their passion for picture-taking,” asserts Mike Gural of American List Counsel, manager of the Outdoor Photographer magazine subscriber file.