Raising Frogs for $ $ $ is a seminal and enigmatic photography monograph by American artist Jason Fulford. Published by The Ice Plant, the book takes its title from a vintage classified ad, setting the stage for a work that thrives on “red herrings” and visual non-sequiturs. Through 83 color plates, Fulford navigates a world of mundane objects and anonymous landscapes—turning a stray hat, a garden hose, or a lonely storefront into a complex semiotic study. The book is celebrated for its influential sequencing, which encourages the viewer to act as a detective, piecing together a story that remains tantalizingly out of reach. It remains a vital reference for the potential of the photobook as an autonomous art object.