Susan Maxwell Skinner is the author of Carmichael – Americana on the Move and three books about Princess Diana, based on her eight years of experience in the palace press corps. Skinner discussed Carmichael and her time as a British photojournalist with entertaining stories, amusing anecdotes, recommendations for writers and a retrospective viewing of many of her photographs.
 
     “I married an American and ended up in Carmichael,” said Skinner. “I came with a fresh eye, unlike someone who lived in Carmichael for 60 years. As a foreigner, I saw things others took for granted.” 

     Skinner continued, “I decided to produce a book about Carmichael to show the America that Americans don’t see. Last year was the 100th anniversary of the town of Carmichael and there was a time capsule. Guess what was in it? My book! Years from now someone will be desperately exhuming Susan.”

     Her personal experience illustrated her first point – the value of seeing and writing about what others fail to recognize. Her second point was to look at people, situations and event from different angles.

     Holding up her illustrated article in the April issue of Inside Arden, she said, “You can make anything interesting. For example, ‘A Year in the Life of a Foal,’ is a story about a little horse born in a suburb. If you look at it in the context that over 100 years ago Rancho del Paso in Carmichael was the world’s largest horse ranch, the story rings a bell. It’s of interest from the standpoint of history.”

     Her third point called attention to an article’s photo captions. She said, “In a photo essay, pictures tell the bulk of the story. You can work very hard at writing a story, when all the readers look at is the captions. Use captions to embellish and encapsulate what’s in a story but use different words so people want to read the full article. Regard captions as allies. Make them clever and amusing.”

     Skinner’s fourth point addressed non-traditional marketing. One of the Princess Diana books cost $50,000 to produce but 5,000 copies were sold. The book was never available in bookstores. She sold it through her website and by making presentations around the world.

     After publishing her Carmichael book, Skinner approached the manager at Beverly’s Fabric & Crafts store in Carmichael and asked, “If I give you exclusive retail rights, will you sell my book?” Not only did the manager agree to stock her book, she became a source of props for many of Skinner’s photo shoots.

    Skinner talked to the postmistress at the Carmichael post office and asked if she would approve a display about vintage Carmichael in the cases where customers line up for service. Her request was approved and she filled the cases with her photographs and copies of her book. A small notice indicated the books could be purchased at Beverly’s. Skinner reported, “Beverlys was inundated with requests for my book. So far, over 2,500 copies have been sold.”

     The fifth point Skinner made was the importance of getting signed release forms from the people you photograph. “Don’t get into a position where you want to use someone’s picture and you can’t find them to get their permission,” she advised.

     In closing, Skinner observed, “Being a good writer helps you be a good photographer. I have worked alongside many photographers who have very expensive cameras and lots of technical experience, but the art of photography goes beyond acquiring technical skills. A good picture grabs the heart.”