10x10 Photobooks, Inc.

What 10x10 Photobooks, Inc. does

10x10 Photobooks, Inc. is a New York-based 501(c)(3) non-profit founded in 2012 by Olga Yatskevich and Russet Lederman, dedicated to fostering engagement with the global photobook community through a multi-platform program of publications, reading rooms, salons, research grants, and educational modules. Its core outputs are scholarly anthologies — including How We See (2019), What They Saw (2021), Flashpoint! (2024), CLAP! Contemporary Latin American Photobooks, 10×10 Japanese Photobooks, and 10×10 American Photobooks — alongside touring reading room exhibitions hosted at institutions such as the Getty Center, Museo Reina Sofía, Instituto Moreira Salles, MFA Houston, NYPL, ICP, and Printed Matter.

The organization operates as a community platform and curatorial publisher rather than a technology company; its delivery model is event-driven (88+ salons since 2015, book fair appearances at ICP Photobook Fest, Art on Paper Fair, AIPAD), supported by digital channels including a website bookshop, email newsletter, and Instagram Live (#INSTAsalons). It also administers an annual Research Grants on Photobook History program (now in Cycle 5, 2026-2027), awarding $2,500 per grantee, and produces 2-class teaching modules for university courses.

Revenue is generated through four streams: publication sales (e.g., Flashpoint! at $85 per copy), event and book fair transactions, individual donations ranging from $25 to $20,000, and externally funded research grants (donors include Frédérique Destribats, Richard Sun, and the Grace Jones Richardson Family Trust). The organization has no disclosed headcount, no funding rounds, no parent company, and no commercial equity structure; its principal accolades include the 2021 Paris Photo-Aperture Catalogue of the Year Award, 2022 Kraszna-Krausz Photography Book Award, and 2025 Royal Photographic Society Award for Excellence in Photography Publishing.

Name

10x10 Photobooks, Inc.

Legal name

10x10 Photobooks, Inc.

Website

https://10x10photobooks.org

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

10x10 Photobooks is a New York-based 501(c)(3) non-profit founded in 2012 that publishes scholarly photobook anthologies, hosts touring reading rooms at global museums, runs salons and research grants for the photography community, and supports underrepresented creators.

Ownership category

akta.pro rank

Product category

Photography Publishing and Arts Nonprofit Programming

NAICS

Book Publishers (51313), Newspaper, Periodical, Book, and Directory Publishers (5131), Other Publishers (51319)

SIC

Books: Publishing Or Publishing & Printing (2731), Miscellaneous Publishing (2741)

akta.pro industry

PRIMARYMPAJAAAF

Art, Photography & Illustrated Books Publishing

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Book Publishing (Trade & Consumer)

Keywords

• Photobook publishing
• Reading room exhibitions
• Photography nonprofit programming
• Photobook research grants
• Photobook salons

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Publication Sales: Sales of photobook publications and anthologies produced by 10x10, including titles like Flashpoint! ($85), What They Saw, How We See, CLAP!, and Japanese/American Photobooks. Some publications are sold out but remain available through secondary markets.
2. Event Attendance & Book Fair Sales: Revenue generated through book fair appearances and events where 10x10 sells publications alongside partner organizations.
3. Donations and Support: As a 501(c)(3) nonprofit organization, 10x10 relies on donations from supporters. The organization states that every penny goes directly to 10x10 programming.
4. Research Grants: 10x10 administers research grants funded by external donors including Frédérique Destribats, Richard Sun, and the Grace Jones Richardson Family Trust, awarding $2,500 per grant recipient.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

10x10 Photobooks is a non-profit 501(c)(3) organization offering a multi-platform series of public photobook programs: it publishes scholarly anthologies documenting overlooked photobooks and underrepresented creators, operates traveling reading room exhibitions at museums and libraries worldwide, hosts salon discussion events featuring photographers and publishers, and administers a Research Grants on Photobook History program awarding $2,000–$2,500 per grantee.

Product overview

10×10 Photobooks is a non-profit 501(c)(3) organization offering a multi-platform series of public photobook programs and publications. The core offerings include: (1) Publications - scholarly anthologies and catalogs documenting photobooks by women, from specific regions (Japan, America, Latin America), and on thematic topics (protest photography); (2) Reading Rooms - hands-on touring exhibitions traveling to museums and libraries globally; (3) Salons - informal discussion events featuring photographers, publishers, and collectors, both in-person and via Instagram live-stream (#INSTAsalons); (4) Research Grants - annual grant program supporting scholarship on photobook history; and (5) Teaching Modules - educational resources for academic courses. The organization operates as a unified platform connecting the global photobook community through events, publications, grants, and educational initiatives.

Differentiator

Problem solved

Functional benefit

Products and services

• 10×10 Research Grants on Photobook History Annual grant program awarding $2,500 to selected scholars, writers, and researchers studying under-explored topics in photobook history. Recipients produce 15-20 minute presentations and 1,500-word essays, with five grant cycles completed to date.
• 10×10 Reading Rooms Hands-on touring reading room exhibitions sharing curated selections of photobooks featured in 10x10 publications. Reading rooms travel to museums, galleries, and libraries globally, including venues such as the Getty Center (Los Angeles), Museo Reina Sofía (Madrid), Instituto Moreira Salles (São Paulo), Museum of Fine Arts Houston, NYPL, Printed Matter, ICP, and ICP-Bard Studios.
• 10×10 Salons (In-Person and #INSTAsalons) Informal gathering events featuring photobook publishers, authors, collectors, and photographers discussing their work. Includes in-person salons hosted at venues such as Magnum Foundation, NYPL, Printed Matter, and Penumbra Foundation, plus #INSTAsalons featuring live-streamed presentations on Instagram. 88+ salons hosted since 2015.
• Flashpoint! Protest Photography in Print, 1950-Present Anthology focusing on protest photography in print, presenting a global selection of photobooks, zines, posters, pamphlets, independent journals and alternative newspapers addressing protest and resistance from 1950 to present. Sold at $85 per copy.
• What They Saw: Historical Photobooks by Women, 1843–1999 Major publication documenting photobooks created by women from photography's beginnings to the dawn of the 21st century, covering 1843-1999. Winner of the 2021 Paris Photo–Aperture Foundation Catalogue of the Year Award and 2022 Kraszna-Krausz Photography Book Award.
• How We See: Photobooks by Women Publication featuring 100 photobooks by women photographers with critical essays and commentary. Awarded Jury Special Mention at Paris Photo-Aperture Foundation PhotoBook Awards 2019, Best Book Winner AIGA 50 Books 50 Covers 2019, and ADC Award Merit 2020.
• CLAP! 10×10 Contemporary Latin American Photobooks Publication documenting contemporary Latin American photobooks, part of 10x10's ongoing series highlighting photobooks from specific geographic regions.
• 10×10 Japanese Photobooks Bilingual (Japanese-English) publication featuring 100 contemporary Japanese photobooks, designed in manga-inspired format. Documents Japanese photo books from the last 60 years with contributions from 20 international specialists highlighting 10 titles each.
• 10×10 American Photobooks Bilingual Japanese-English publication documenting 200 contemporary American photobooks. Features manga design-inspired layout and serves as comprehensive overview of the 10×10 American Photobooks touring reading room.
• 10×10 Shashin Zine Fest Annual zine festival celebrating Japanese photobooks and zines, held at RESOBOX Gallery and other venues. Part of 10x10's commitment to projects that bring together diverse photobook communities.
• 10×10 Teaching Modules 2-class teaching modules for undergraduate and graduate courses in Photography, Visual Studies, Media Studies, Art History, Journalism, Social Justice, Documentary Studies, and Graphic Design. Developed for Flashpoint! and What They Saw publications.

Quantifiable outcome

• 88+ salon events hosted since 2015
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Magnum FoundationcoreStrategic or Co-development Partner · 6 February 2015Ongoing partnership where Magnum Foundation hosts 10x10 salon events. The collaboration began with Salon #1 in February 2015 and continues to the present, with Magnum serving as a regular venue host for photobook discussions featuring photographers, publishers, and curators.
• New York Public LibrarycoreStrategic or Co-development Partner10x10 partners with the New York Public Library's Wallach Division and Picture Collection to host salon events and reading room exhibitions. The organizations co-host NYPL Picture Collection Artist Fellows programs and salon discussions.
• Printed MattercoreChannel Partner/ Reseller/ DistributorPrinted Matter serves as a venue for 10x10 reading room exhibitions and salon events. The nonprofit bookshop hosts Flashpoint! reading room exhibitions and panel discussions.
• Penumbra FoundationcoreStrategic or Co-development PartnerPenumbra Foundation regularly hosts 10x10 salon events, providing venue space for photobook discussions and presentations by photographers and publishers.
• International Center of PhotographycoreChannel Partner/ Reseller/ Distributor10x10 participates in ICP Photobook Fest and has partnered with ICP for reading rooms and touring exhibitions. ICP-Bard Studios has hosted 10x10 Japanese Photobooks programming.
• Museum of Fine Arts, HoustoncoreChannel Partner/ Reseller/ DistributorThe Hirsch Library at MFA Houston hosted the Flashpoint! Protest Photography in Print reading room from October 2025 to January 2026, making 10x10 publications accessible to Houston audiences.
• Getty Center, Los AngelescoreChannel Partner/ Reseller/ DistributorThe Getty Center hosted the What They Saw Reading Room in April-May 2025, presenting sixty photobooks by women from 1843 to 1999.
• Museo Reina Sofía, MadridcoreChannel Partner/ Reseller/ DistributorSpain's national art museum hosted the What They Saw Reading Room at Space D from February to June 2024, bringing 10x10's curated collection to European audiences.
• Instituto Moreira SallescoreChannel Partner/ Reseller/ DistributorThe IMS Paulista Photography Library in São Paulo, Brazil hosted the 'O Que Elas Viram' Reading Room featuring the Coleção 10×10 Photobooks collection from March to August 2026.
• Bodleian Libraries, OxfordminorChannel Partner/ Reseller/ DistributorIn collaboration with Falmouth University, Bodleian Libraries hosted a Women and the Photobook pop-up library in April 2023, inspired by the What They Saw publication.
• Art in BracketsminorStrategic or Co-development PartnerArt in Brackets, a women-owned cultural consultancy, co-organized salon events with 10x10 including the salon with Balarama Heller and Anita Goes at their TriBeCa location.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Paris Photo: Annual international photography art fair in Paris co-presenting the Aperture PhotoBook Awards; comparable as a flagship photography publishing recognition venue where 10x10 publications have been shortlisted or awarded.
• International Center of Photography: New York photography institution hosting exhibitions, educational programming, and the ICP Photobook Fest where 10x10 exhibits; directly comparable institutional partner with overlapping audience and curatorial focus.
• Aperture Foundation: Major nonprofit photography publisher producing Aperture magazine and award-winning photography monographs; comparable as a mission-driven photography publishing organization with broader scope and a much larger scale than 10x10.
• Steidl: German photography book publisher producing high-quality photobooks for leading photographers; comparable as a premier photobook publisher with comparable editorial standards and award recognition.
• MoMA Department of Photography: Museum of Modern Art's photography department curates exhibitions and produces catalogues documenting photographic practice; comparable as a curatorial institution shaping the photographic canon that 10x10 engages with.
• Mack Books: UK-based independent publisher specializing in photography books and visual culture; comparable as an award-winning photobook publisher with similar curatorial and design sensibility.
• Rencontres d'Arles: Major annual photography festival in France featuring exhibitions and the prestigious Arles Photobook Award; comparable as the leading international photobook awards platform where 10x10 publications have been shortlisted.

Direct peers

• Printed Matter: New York-based nonprofit bookstore and publisher specializing in artists' books; directly comparable as a community-facing nonprofit that distributes and exhibits artist-published books, and serves as a recurring venue host for 10x10 reading rooms and salons.
• Magnum Foundation: Photography-focused nonprofit supporting documentary practice through grants, exhibitions, and education; comparable as a photography grant-maker and long-standing institutional partner hosting 10x10 salons since 2015.

Emerging players

• Lightwork: Nonprofit photography organization at Syracuse University operating a community darkroom, residency program, and photography publications; comparable as a smaller nonprofit photography platform with overlapping educational and publishing missions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/10x10photobooks
• LinkedInlinkedin.com/company/10x10-photobooks-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 10x10 Photobooks, Inc.