Business Practice

The Transformation

Do you know how many photographers it takes to change a light bulb? 50. One to actually change the bulb, and 49 to exclaim,“I could have done that!”

Each of us, even those members of our group who proudly call ourselves professionals, began as an amateur. Perhaps we recognized the passion within that called us to take up photography, or maybe we simply seemed to fall into it. But at some time in our careers, we knew little, and harboured lingering doubts about our own abilities.

It was at this point that we easily bristled when we viewed others’ work. Discovering that criticism came quickly, we insisted, either quietly to ourselves, or loudly to anyone nearby, that we certainly could have done better.

It is a normal course within all professions. In my younger days I was very involved in theatre. What I found, however, was that my own interest in perfecting my acting actually removed all pleasure when I sat as part of an audience. Suddenly, instead of appreciating the performance, I spent the two hours evaluating and judging every move of every performer. It wasn’t until years after my final involvement that I could once again relax and enjoy a play.

And so it is when new professional photographers watch photo competitions, or even view magazine images created by another equine photographer. “Heck, my stuff is better than that!” runs continually through their heads. It is easy for them to feel guilt for the thoughts, and even easier for those around them who sense their feelings, to react with disdain.

Yet this is an absolutely natural course of events and is simply a variant of learning from others’ mistakes. As the photographer becomes more confident with his or her work, as his/her self-esteem within the photographic community grows, so also develops the ability to appreciate good art, regardless of the artist.

As well, newer photographers take some time to realize that they are not privy to the information about the type of conditions in which the image was exposed. Perhaps the photographer had to work in extreme heat or cold, was shooting an important event regardless of a flu’s fever, or maybe the subject was highly difficult, and any photograph taken of it would have to be considered miraculous. We have all had situations where we were told that the stallion was well trained and would stand perfectly, only to be exasperated by the animal’s constant fidgeting, tongue hanging out, and tail swishing. Yet we managed to grab the shot, in that 1/1000 of a second when he stood still, only to later overhear someone mention that the photographer must not know how to pose that breed.

As time and the elements exact their lessons, the one thing that we all learn is that each of us has something unique to bring to the art and science of photography. It is why we really are not at competition with each other.

Critiquing images is a part of the everyday learning that we go through in order to better our craft. Criticizing photographers and/or their images is often a part of the newer shooters and this seemingly arrogant attitude will disperse with time, empathy and abundant, but honest, praise from peers. We all need to be validated, irrespective of how long we’ve been involved in photography, or how many images we have published or won awards with.

Eventually we will be able to take turns changing the bulb, standing on the ladder, ascending to greater heights, raised there by the applause of our approving colleagues.

Diane C. Nicholson
www.twinheartphoto.com

DIGITAL CONNECTION:

Nikon D1x Review

I have always felt that a beautiful, legitimate, photographic piece of art could be created with a $5 plastic camera. Of course, even those cameras, i.e. the Holga are selling for twelve dollars these days. So why is it that we photographers spend thousands on lenses and camera backs? Why do we willingly put ourselves into hock, carrying around cameras and accessories whose combined cost could easily match the annual yearly income of most people on earth? We are photographers... it's our job and privilege to adorn ourselves with advanced image creating equipment, for myself the privilege comes in the form of a pixel-grabbing, film-eating monster known as the digital camera.

After receiving a Calumet Photo flyer that displayed all that is Digital Nikon, I began to wonder if it might be time to bypass my normal use of film. I added up the countless hours I have spent driving the hour to my lab. Added the cost of Fedex and film, hmmm, have to add time for scanning and retouching images, and it soon became very clear that there was a believable rationalization for buying into a Nikon-D1x outfit. I figured out that my break-even point, on a monthly basis, was about ten rolls of film. Now, if you live around the corner from your lab, your break-even point will be much higher, let’s say about forty rolls of film. In any event, my wife bought my rationalization, and I was on the phone to the dealer and leasing agent.

Let’s skip ahead to the day when the big box came full of new Nikon boxes. It wasn't Christmas, but it might well have been....as the packaging revealed my researched and highly-regarded, new imaging tools.

I have to admit there was a slight learning curve with the new software, camera functionality and performing software installs. But once I got the hang of it, I was on the fast track to Pixel Land or should I say "Mega Pixel Land"!

The D1-x, captures files in various formats, Jpg, RGB, NEF to name a few. I have chosen to capture in RGB, uncompressed. This setting yields about a 17 megabyte image. To play with all these pixels you need at least a 1Gig Micro drive from IBM and a digital wallet to dump your images into while in the field. Most of my lenses are working fine with the new body, the only issue is the magnification in focal distance caused by the smaller than a 35mm frame, CCD sensor. Basically a 28mm lens becomes approximately a 42mm lens and a 300mm becomes approximately 440mm. So, to continue my updating duty and privileges as a photographer, I have found myself selling every lens I have had sitting around on Ebay just to get enough to buy into a Nikkor 14mm 2.8 which will become my 22mm.

You will find the D-1x has ISO settings from 125 > 800 and it seems silly but I find there is less noise at the higher ISO's. When you view the pixels in an image from a D-1x, you will find simply pure pixels. There isn't any of the edging or pixel blooming that I have seen on images from other digital cameras.

My take so far, is that the D-1x is an amazing camera. Like its film brother the F5, it cradles into your hands just begging to be used and carried everywhere. The monitor is located just in the right place for your cheek and nose to rest on, but other then that it has worked flawlessly. I have heard that there are some issues with cleaning the CCD and Nikon doesn't offer an extended warranty or service plan in the US for these cameras as of yet. But besides those inconveniences, the features and capabilities of the D-1x may just change your mind about going digital.

So if you can find a way to afford and rationalize one of these babies, go for it! You will not be disappointed.

Allan Rosen-Ducat
www.rosen-ducat.com

MARKETING INSIGHTS:

“Marketing the SIZZLE, Not the STEAK”

You already have the basic components necessary to get and keep your Potential Purchaser, right? If you recall, in last month's column, I mentioned quality, quick turnaround and a professional, friendly attitude.

Now you are ready to focus on what YOU uniquely offer the Potential Purchaser. After all, there’s no one else quite like YOU.It is highly likely that your Potential Purchaser, in considering YOU in the first place, assumes that you can “do the steak.” That Potential Purchaser is probably much more interested in the “sizzle and the sauce that goes with the steak.” I can promise that greater rewards will be yours if you concentrate on developing something distinctive about YOU.

Make a list of what is unique about how you approach your subject matter. Choose one item that is most unique from that list. Write a few words that describe, in “sizzle” terms, what YOU do best. Mention that line and/or special approach on your brochures, your Web site, and ALL correspondence, whether email or snail mail.

EXAMPLE:
A photographer friend of mine closes all her correspondence with the fact that she does “Elegant Story-Telling Weddings.” What a picture she creates in my mind. Need I say more?

Think about what makes YOU unique and seize every opportunity to make this point. Market your uniqueness. That's your "sizzle." It may give you the jump on the opposition and open up some new opportunities as well.

Best regards,
Susan G. Holtzman Marketing Strategies & Solutions
“Helping People Get What They Want”
email SusanGHoltzman@aol.com

Future columns include:
-FREE PRESS: How To Get It...and KEEP It!
-PAID vs FREE: How To Know Which To Use
-PAID ADVERTISING: How To Maximize Your Buck