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Editorial - February-March 2010 - part 1 of 1

by Mike McNamee Published 01/02/2010

With the Convention now a fading memory we turn our attention to Focus on Imaging and Convention 2011. This is also a Photokina year and so we might expect to see an overall increase in launch activity from makers. Forward strides are still being made on the technical front while the money-making front is backsliding. For example, the number of weddings has gone down but the number of incomers to the profession is increasing. Only the fit will survive so you had better start laying the foundation work for improving your imaging so it stands out from competitors in ways they your clients can recognise and value.


The recently published report from the Camera & Imaging Products Association (CIPA) shows an increase of 2.3% in shipments of DSLRs, a total of 9.9 million units. Lens sales are projected to grow by around 10% for a total of 17.9 million units, ie almost two per camera. Although this is good news for the camera-makers, each unit sold is a potential siphon for money that might, in the past, have come to professional photographers. This is perhaps typified by the building and architectural sector, one of the hardest hit on all fronts. More and more of them are buying their own DSLRs and shooting themselves, sometimes with appalling, unusable results. However, we have to recognise that they are feeling the pinch and saving every penny they can; sadly photography is rather far down the food-chain. These situations need aggressive, proactive marketing, clients have to be convinced of the benefits of engaging a professional and having done so they have to be provided with outstanding images, 'good enough' may no longer be good enough, it has to be better than that.


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