巧了（Joe McNally's cover story）

A Cover Story

In Rambling, history at 6:15am

A couple months ago I had the cover of Newsweek. It was a stock shot of the Navy Seals, running the beach at Coronado, their West Coast training base. I’ve worked with the Seals a bunch, and many of those frames are in the stock library at Getty Images, who made the contact and the sale. It was cool to see the image used in this way, and it gave me a quick snapshot of the biz as it stands. Getty billed Newsweek about $1700 for the usage, which then was split with me. (I have no input or influence over what Getty chooses to charge for the use of an image.) I was, honestly, happy to hear that figure, given the dire and prevalent news of covers being sold for $50 bucks and the like.

While rates haven’t advanced, in this instance, neither have they retreated drastically. I’ve shot a bunch of assigned covers for Newsweek over the years, and it was always heady to corral that coveted piece of real estate. When I was shooting a lot for Newsweek, editorial rates were hovering around $350 per day, and if you could pull in a cover for a couple grand or more, shazam, you just copped the price of a couple more weeks of day rates. (The formula we all worked for at that time was day rate against space. In other words, if you worked 10 days and they ran nothing, you got those ten day rates, plus the expenses. If you worked one day, and the force was with you and you produced a cover and three double trucks, you got all that space payment, even though you worked only a few hours.) Those days were the stuff of the fevered imaginations of every mag shooter out there.

TIME of course paid more. They always had more budget than Newsweek. As my friend Jimmy Colton, then an editor at NW and now at SI, was fond of saying, “TIME is a hospital. Newsweek’s a MASH unit.” Below is the first cover I shot for TIME, and if I recall, they paid about 3 grand. Other shooters, the real premier cover guys, got more dough, for sure. I was definitely not in that group. If I got a cover, it was either an accident or a last ditch phone call by a desperate editor.

But TIME was the big boy on the block. As a shooter or an agent you could always expect more days, or bigger stock checks from TIME. The two mags were neighbors actually, with Newsweek being on the east side of St. Pat’s, facing Madison Ave., and TIME of course sitting astride 6th Ave. on the west end of Rock Center, just a couple blocks away off 50th St. Picture agents, attempting to sell their plastic sheeted, pre-digital wares, would often be at both mags on a Friday as they closed, trying to push their agency’s stories. They used to call this newsweekly Friday night tour the “50th St. shuffle.” There were certain agents who operated in totally blase fashion, selling packages of pictures labeled “Exclusif! Mondial!” (Worldwide exclusive!) simultaneously to as many editors as possible.

Selling pictures had a certain charm to it back then. You could liken it to loading up a buckboard with a bunch of pictorial clutter, harnessing Old Blue and clip clopping through the neighborhood, intoning “Rags, clothes, pictures, bottles, shiny objects….” Digital delivery is vastly preferable in terms of economy and speed, though the personal touch is a bit lacking. As a shooter, I could lumber up to Newsweek on closing night, hover at the light table, beer in hand (supplied by the picture editor, Jim Kenney) and look and listen in amazement as experienced chrome editors flew through stacks of slides, clapping a Schneider loupe to each successive transparency with the insistence and speed of a well handled set of castanets.

I shot a lot more for Newsweek, the poorer cousin of the newsweeklies, and got used to doing more with less. When I got sent to Poland for the first visit of Pope John Paul II to his native land, we had 7-8 shooters, and predictably, TIME had about 12. But, we had an ace up the sleeve, in that Kenney had wisely gathered in the services of  Sygma, the Parisian based agency, to shoot for him. They were a wonderfully eccentric, experienced group of international news photogs, led by the incomparable JP Laffont. Shrewdly, they showed up in Warsaw in a Winnebago, driven in from France. In the initial days of the papal visit, while we were all in Warsaw, that meant that JP and company would routinely show up at your hotel door, and in gentlemanly fashion inquire, “May I please have a shower?” All of us fancy pants shooters with hotel rooms would make good-natured sport of our mobile home compatriots, down there in the parking lot with none of the amenities of the Warsaw Intercontinental.

Ah, but they were smarter than we were! When Il Papa got out there in the hinterlands of then severely Communist Poland, the press corps was relegated to cold water dorm flats and rickety, swayback cots set into ancient bed frames. Memories of the comparative luxury of the Intercontinental faded fast. The restaurants would routinely have a giant “X” through the entree list. They would often have only a bit of ham and some bread. And no booze! Everywhere the Pope went was dry. It was trying, I tell ya.

One night, having spent the day being harassed by the Polish militia, and fighting through thousands of people stacked against each other to hear the Pontiff say mass,  I was stumbling back to my prison cell of a room. I believe I had just dined on water and stale bread, and was tragically without the anesthesia of several beers. My desperate nose went up in the air. The smell of truly wonderful French cooking was wafting about! Fragrant and beautiful, the scent led me right to–you guessed it–the Sygma Winnebago. I stood at the door of this four star restaurant on wheels, and I must have looked for all the world like a refugee child at the screen. So much so that JP had mercy, opened the door and handed me a glass (not plastic) of wine. “Drink, McNally. Enjoy. It’s good French Bordeaux!”

At that moment, and it wasn’t just because we were on a papal trip, it was like receiving communion.

Lessons learned along the way….more tk….