Flipping through one of Dan Goldberg‘s journals, it is easy to see why they are so well received. They hit all the marks for successful self-promotion: they’re beautifully designed, thoughtful and engaging, and convey the highest of professional standards.
Each chapter is centered around a theme, whether it’s his local Chicago neighborhood of Devon or halfway around the world in places like Macau and Melaka. Food defines a culture in so many ways. Dan has made it his mission to search out the unique and delicious and document his discoveries and experiences within these printed journals which were made to be kept as “something tactile, memorable, and personal.”
We recently ask Dan to share his process for publishing his first two journals and what his plans for the future might be.
How did the project come about; what lead you to commit the time and resources, which I assume were considerable?
In this fast-moving digital age, I wanted to create a promotion piece that people would keep. Something that was tactile, memorable, and personal.
What was the time frame like? Can you describe roughly how much time you spent on each phase?
I spent approximately 2 years of shooting each journal, then another 6 months designing, printing, and shipping.
Were these stories self-assignments? Client work?
It is a combination of personal work and client work.
Did you have a specific audience in mind? How many did you produce? Were they mailed? Delivered by hand?
My audience is mainly advertising agencies, design firms, and client direct. They are designed to show my existing clients new work and also an opportunity for new business. I printed 2,500 and mailed about 1,500-2,000. The remaining I hand out to clients throughout the year.
What has the reaction from recipients been?
Immediate. I receive phone calls and e-mails from art directors and art producers telling me how much they like the promo. Several new agencies and clients have booked me for jobs soon after receiving them.
What did your learn and incorporate from the first volume into the second?
I learned to start shooting the next one the minute I finish the first one. Also, it’s an opportunity to show a personal side, giving clients a better understanding of my passion and drive for photography. I’m currently working on Vol. 3, and I hope for that to launch in 2020. I have also learned to keep a very tight database of clients and potential clients. Art directors move around a lot, and it’s a full-time job keeping up with that.
What are your plans for future journals?
I hope to produce a new journal every few years so my clients can have a library of food and travel stories.
