Until recently, collecting photography was far from considered as an obvious choice for those willing to buy, but it slowly emerged on the art market as a reliable investment option and now appears to be among the hottest trends in collecting art. Year by year, an increasing number of exhibitions, international fairs, auctions revolve around the medium of photography, leading galleries include photo artists in their rosters, the activity of such global actors as Magnum Photos, top museums like the Museum of Modern Art or the Metropolitan Museum, institutions like the World Press Photo Awards and others continue to contribute to its popularity. As photography is more accessible, affordable and understandable, purchasing photo works may actually serve as a perfect starting point for the young buyer and future collector. But what do one has to keep in mind and pay attention to before buying a photographic work? How can they judge its value? What shall artists and their representatives do to further build trust among buyers and collectors? Which artists, what genres sell well on the market and why? Is classical vintage or contemporary a more secure investment? What are the prospects of photography on the market, is the popularity of photography a trend that will actually last?