NOT-SO-MODEL BEHAVIOR
Parents urged to be wary of scams
By BETTY LIN-FISHER, Knight Ridder Newspapers
AKRON, Ohio -- This summer, Lily and Kevin Gerstenslager took their three young children to a talent search at a local hotel.
Lily Gerstenslager said she's never had great aspirations that her children would be huge modeling stars, but thought it might be fun to get an occasional job to model for a catalog.
"Everybody says 'your kids are so cute,' " she said. "You want your child to succeed."
So along with a crowd of other hopefuls, the Gerstenslager's sons -- Chandler, 4 1/2; Cameron, 3, and 21-month-old Andrew -- each stood in front of a video camera. Andrew was the most receptive to the camera and waved.
A few weeks later, the Gerstenslagers got a letter in the mail indicating that the company was interested only in Andrew. The Doylestown couple was invited to attend a meeting without their children to find out more information.
Lily Gerstenslager started doing a little research on the Internet and read tales from other parents warning that they were asked to pay anywhere from $400 to $1,000 at the high-pressured sales meeting with no visible benefit later on.
The Gerstenslagers decided not to go forward.
"I was so frustrated. They're playing on parents' emotions and feelings. It's not right," Lily Gerstenslager said. "It was just a money-collecting thing."
Modeling scams are widespread as people try to prey on wannabes trying to be the next supermodel.
The Federal Trade Commission warns against falling for flattery from a stranger if you're a model hopeful. If someone approaches you at the mall, for instance, know that some successful models have been discovered in everyday places, but most have had to pound the pavement before getting work.
The best rule of thumb: Don't shell out money for registration fees or to sign up with a modeling agency. No legitimate agency will ask you for an up-front fee.
The way a legitimate modeling agency makes money is by taking a percentage of a model's pay after he or she gets a job, usually 20 percent, said Joan Scholz, director of the Cleveland office of the Docherty Agency, which represents models and actors.
"You shouldn't have to pay an agency just to be listed with them," said Scholz, who has worked in the industry for 20 years including at David and Lee and Ford Models Inc.
However, that doesn't mean that it isn't costly to try to break into modeling. Legitimate modeling agencies make prospective models pay their own expenses for test photographs for their portfolio, a collection of their photographs, which can cost several hundred dollars. A model may also have to hire hair and makeup people for the photo shoot. And even then, the model isn't guaranteed to be accepted by the agency.
But be suspicious if an agency only recommends one photographer. Typically, a modeling agency will give a prospective model the name of several photographers.
Know the difference between a modeling or talent agency, which will help you find jobs and a modeling school, which will teach you about poise and posture for a fee, according to the FTC.
"You do not need to go to a modeling school, but they have their advantages," Scholz said. "It's a benefit for someone who needs self-confidence."
The FTC also suggests being cautious if a school has a special referral relationship with a specific modeling agency. The two could be splitting fees and the agency may not be suited to you.
Potential models don't necessarily need a middle person, like a scout or a school to take their photographs to a modeling agency, said Scholz.
"You can do the legwork on your own," said Scholz. "We actually just screen by asking people to send in five to six home snapshots."
Scholz said most modeling agencies will do the same.
"If you have the potential, all the agencies are essentially looking for the same thing," she said.
There are also modeling conventions, in which prospective models pay a fee and their own expenses for a chance to meet representatives from modeling agencies.
Scholz said some agencies do attend the conventions, but it's also the same agencies a prospective model could mail photos to for free.
Another trend is prospective models paying a fee to have their photo on an Internet site, which they're told will get them exposure to the modeling agencies.
"I don't know any agencies that do that. Maybe there are some out there," said Scholz.
Scholz said wannabes need to be realistic.
Not all models end up on a Paris runway. Some do promotional work in stores, which may not seem too glamorous.
"Promotional work can be very lucrative. A lot of people do that to get started," said Scholz.
Scholz added that her agency doesn't do too much promotional work, but mostly regional and state work, including circulars and catalogs.
Modeling success doesn't happen quickly.
"It's something that's built up over time. You don't become a model overnight," Scholz said.
Prospective models who live in Ohio also can't think they're going to be represented by a New York agency, unless they're willing to move to New York, she said.
As an idea of how the industry works, here's how the selection process works at Scholz's agency. If the agency is interested in a prospective model after seeing some snapshots that are sent in, they will set up an interview. "It's not only how you look, but personality and drive," she said.
Then the agency suggests a list of photographers the prospective model can work with. Scholz said it's important to interview the photographers and make sure you hit it off.
Scholz and the FTC both said child models do not need portfolios.
"It's simply not necessary. They change too quickly," said Scholz, who added that often agencies will try to keep costs low for parents of children by printing photos on laser printers.
According to the FTC, few infants are marketed with professional photographs and most clients will ask for casual family snapshots.
The FTC also warns that parents are often not told that the market for infant models and actors is very small.
With wannabe models that are not children, Scholz said she waits until after she sees professional photographs before making a decision about whether to offer the person a contract.
Even after a contract is offered -- a standard contract is one year and self-renewing -- there are no fees involved, said Scholz. The agency only takes a cut after you get work.
The agency will then work on putting together what's called a composite card, which essentially is some of the photographs and the model's statistics on one piece of paper. That's what is used to market the model to clients.
But there are never any guarantees in the modeling industry.
"It definitely takes time. It's great for people to start out in smaller markets like this and to move up to larger markets and cities" she said.
This story appeared on Page B1 of The Standard-Times on September 27, 2002.
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