The Roosevelt Photographer Dilemma: A Lesson in Trust and Negotiation

Here’s a story that captures one of the oldest lessons in photography—being asked to give away your work for “exposure.” If you’ve ever had someone tell you that your image will be seen by millions and that “publicity” is its own reward, beware.

Moffett Studios, the legendary photography studio, faced exactly this dilemma back in 1912 with Teddy Roosevelt’s presidential campaign. This story didn’t make headlines because of the photo, but because of the deal—or lack thereof—that followed.

Roosevelt’s campaign had printed three million pamphlets featuring Moffett’s photograph without asking for permission or offering payment. They realized their mistake, but instead of fessing up and negotiating a fair deal, the campaign team approached George Perkins, Roosevelt’s campaign manager. As J. P. Morgan’s partner, Perkins had negotiated many complex deals including the formation of International Harvester and the reorganization of US Steel.

Perkins immediately sent the following cable to Moffett Studios in Chicago:

“We are planning to distribute millions of pamphlets with Roosevelt’s picture on the cover.

It will be great publicity for the studio whose photograph we choose.

How much will you pay us to use yours?  

Respond immediately.”

Upon receiving the telegraph Moffett urgently responded:

“We’ve never done this before, but under the

circumstances we’d be pleased to offer you $250.”

Perkins accepted the offer without trying to negotiate for more.

From copyright law the photographer should have been paid $3M (approx. $80M in today’s dollars) The exchange was legal. But was it right? This kind of negotiation plays on trust, or rather, exploits it. Moffett Studios assumed they’d been approached in good faith, thinking they’d landed a legitimate promotional opportunity. But what they didn’t realize was that they were dealing with a ruthless negotiator. The entire interaction rested on a shaky foundation of misaligned values.

The Photographer’s Response—5 Ways Moffett Could’ve Reacted

Instead of taking the hit, Moffett had options, and here’s where the power of negotiation comes in. In high-stakes situations, even with a ticking clock, there are ways to flip the script without giving up what’s yours. Here are five ways Moffett Studios could have responded, and the lessons they offer for photographers who want to hold onto their worth.

1. Counter with a Licensing Fee
   Moffett could’ve replied, “Thanks for thinking of us, but for three million copies, we typically charge a licensing fee rather than paying for exposure. A fair rate for high-volume use is $1,000. Let’s move quickly to finalize this.” Simple, clear, and no-nonsense. This sets a baseline for what the photo is worth, giving the campaign a chance to respect the value of the work.

2. Leverage Future Work
   Exposure is only worth something if it leads to actual business. Moffett could have said, “We’d be happy to offer this photo for a nominal fee of $100 if we’re credited prominently and can secure a future contract for additional work. Let’s make this a long-term partnership.” If the campaign was serious about exposure, they’d jump at this opportunity, putting real value behind their words.

3. Request Clarification on Terms
   Sometimes, the best negotiation tactic is to ask for clarity. Moffett could’ve replied, “We’re interested in how you envision our photograph’s placement and credit. Could we set up a quick licensing agreement to make sure this benefits us both?” This would nudge the campaign to reveal their intentions without Moffett giving up ground.

4. Propose a Partnership
   If the campaign is offering “exposure,” call their bluff. Moffett could’ve said, “We’re honored by your interest. How about making Moffett Studios your official campaign photographer, with endorsements from Roosevelt himself? Alternatively, a $500 fee would help us support the project quickly.” This positions Moffett as a partner rather than a provider, calling the campaign’s hand on whether they actually value the photo.

5. Stand Firm with Standard Rates
   Finally, Moffett could’ve simply said, “Thanks, but we typically charge $750 for mass-distribution rights. We’re ready to expedite approval if this meets your needs.” This response avoids the exposure trap altogether and sends a message: quality work comes at a cost, period.

Why This Matters for Photographers Today

Photography is not a “free publicity” game. When someone values your work, they should pay for it. Exposure is a nice-to-have, but it rarely keeps the lights on or leads to meaningful opportunities. And it’s not just about money—it’s about respect. Moffett Studios might’ve been flattered to get a call from Roosevelt’s campaign, but they would’ve been better served by setting boundaries and valuing their work.

Trust is a two-way street, and in photography, it’s all too easy to give it away for little in return. As you build your business, remember that your work has inherent value. Stand your ground, set your price, and know that exposure doesn’t put food on the table.