Your Work and its Audience: Making the Match
New York City, 2019


Mary Virginia Swanson is an innovator, educator, author, advisor and entrepreneur in the field of photography. She has long been an advocate for the education of photographers, encouraging artists to become aware of the many and diverse markets for their photographs, and to adopt an entrepreneurial spirit to maximize exposure and revenue opportunities. During her career she has coordinated education, exhibition and publication programs for a wide range of institutions and organizations. Her seminars, workshops and lectures on trends and opportunities in photography have aided countless photographers in moving their careers to the next level.

After receiving her MFA in Photography from Arizona State University Swanson directed educational programs for The Friends of Photography (Carmel, California) including the Ansel Adams Workshop, headed special projects at Magnum Photos (NYC), and in 1991 founded SWANSTOCK (Tucson, Arizona), an innovative photo agency that managed licensing rights for fine art photographers. Today she is a sought -after presenter, mentor and juror, and is a popular reviewer at international photography festivals.

Swanson co-authored with Darius Himes the acclaimed Publish Your Photography Book: Revised & Updated (2014). Her current book project is Finding Your Audience: An Introduction to Marketing Your Photographs (anticipated 2019), a major update to her earlier Business of Photography: Principles and Practices (2011) with contributions from respected industry professionals that will guide photographers through the changes taking place in nearly every aspect of our industry, preparing them for new opportunities in today’s photography-rich culture.

Swanson is the recipient of numerous prestigious industry honors including the Honored Educator Award and the Insight Award from the Society for Photographic Education (both 2015), the Susan Carr Award for Education from the American Society for Media Photographs (2014) and the Lifetime Achievement FOCUS Award from the Griffin Museum of Photography (2013).

An active contributor to the photography community, Swanson serves on numerous Advisory Boards, aiding organizations in our industry to provide relevant programming and plan for their future. She is based in Tucson, Arizona and NYC.