Newborn photography is best done when the baby is less than 2 weeks old.  Ideally I like to photograph them at 5-9 days old as I feel they are the most sleepy during this period.  Your baby will only look like this for a handful of weeks.  Amongst all the sleepless nights, endless diaper changes and spit up, be sure to plan ahead for this fleeting time in your child's life to be archived.