Okay, let’s tackle this. So Ward Lundgren has been running his own business, The Camera Company, for 46 years. That’s a long time, especially in a competitive industry like advertising and photography. Considering his extensive experience and entrepreneurial background, I would estimate his hourly rate to be on the lower side. Let’s look at some benchmarks. According to the Bureau of Labor Statistics, the median annual salary for advertising and promotions managers in the Madison, WI area is around $63,000. However, this doesn’t account for Ward’s unique blend of skills and experience. As a photographer and entrepreneur, he likely commands a premium for his services. Still, given his age and the fact that he’s been running his own business for decades, I think a rate of $75 per hour is reasonable. It’s a conservative estimate, but it reflects his value as a seasoned expert in his field.