Jim, you might be right that I have to market myself differently, but I still think that the documentary style can sell. I primarily shoot weddings and all of my clients want documentary style coverage. It's what I show and how I talk about my style at our first meeting. We always do group shots with the families and bridal party, but they are usually done quickly (find a nice spot, with nice light and line 'em up), so we can get back to documenting real moments. It is probably market-dependent, but "wedding photojournalism" has been a huge trend this decade.

I could see a similar thing happen with pet portraits as more photographers enter the market and adopt that style. Traditional portraiture will never go away, and it shouldn't, but I think there's room for both. You're absolutely right that it's matter of finding the right clients.