Modern communication for a historic photography publication

See how a storied journal adapted to digital communication, using email marketing to fuel engagement in competitions, exhibitions, and events

The Photo Review is the second oldest photography publication in the United States, tracing its roots back to 1976. Originally a print journal, it has evolved into a digital platform, distributing a comprehensive PDF newsletter via email to over 1,500 subscribers, including museums and libraries. It covers events, exhibitions, and calls for work globally, and hosts a renowned photography competition


As the digital world evolved, The Photo Review came across several marketing challenges, typical of the industry. Chief among them were: 

  • Burdensome, manual processes sending out newsletters 
  • Difficulty in managing their email list and data 
  • Need to expand and grow its subscribers 
  • Bridging digital subscribers to physical events 
  • Limited human and financial resources 

How GetResponse is helping

In 2016, looking to address these challenges, The Photo Review turned to GetResponse.  

Since then, it has transformed its newsletter distribution process. What was once a labor-intensive task, involving manual database management, turned into an efficient workflow.  

While traditional metrics like open and click rates provide positive insights, The Photo Review prefers to focus on tangible outcomes. They grew their email list to over 1,000 paying subscribers, and as a result they’ve seen: 

  • More participation in its photography competitions 
  • More people actively bidding in the auctions 
  • More overall event attendance 

It certainly helped us maintain contact with our subscribers and others interested in our organization and provided very efficient way of sending our newsletter and news of our various events.

Stephen Perloff, the Editor of The Photo Review

The Photo Review Newsletter (April-May 2024 Edition). It started as a hard copy document and turned into an aesthetic, digital file with +1,000 paying subscribers.

Tools used to get results

  • Email Marketing – Customize ready-to-go newsletters, and transactional emails from a library of predesigned professional templates to match your goals. Take advantage of a/b testing and email analytics to constantly improve your results.

  • List Building – Use landing pages or forms featuring lead magnets to collect customers information. You can save and divide customer data into separate lists for updates, promotions, and other business uses.

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