Hasselblad Tag

Suppose you make one of the best professional cameras in the world - and have done so for the last 69 years. Suppose you decide to head out on a new quest for a professional camera system that breaks your own mould - that gives people increased art capability at a lower price than your other products. Suppose you make it easy to use and extremely stylish. Then suppose that you show it to people and invite them to order the cameras and the new lenses - to pre-order them, as it were. And they do. Here's where the atmosphere grows humid. Suppose they order them in such numbers and your production is held up by business concerns...

a. Give their credit card details to an unknown person on the other side of the world for a small camera accessory that they could just as easily buy in Perth?b. Air-freight a small camera accessory half-way around the world to Perth?c. Think that they support the conservation of the ecology of the planet while compelling someone to fly a jet aircraft halfway around the world to deliver a small camera accessory?d. Need a small camera accessory - since the cameras we use have every conceivable function built-in?e. Stock a small camera accessory that yields about $ 2.00 profit if it sells immediately and $ 20.00 loss if it sits on the shelf for six months?f. Take pictures that are never again looked at - sitting as they do on hard drives or in computer bodies - with expensive small accessories that have come half-way around the world?g. Enter pictures taken with small accessories into photo contests that are destined to be seen only by other people who are willing their competitors not to win?h. Put up photo contests that...

Those of you who followed the news from Photokina in 2016 - sent back in part by the management team of Camera Electronic and in part by the press departments of major manufacturers - will have been attracted to the new cameras and lenses shown. Lots of you will have zeroed in on new offerings and are starting to make vague plans to get something fresh...

That's Evelyn in our Rental Department. We're not selling her:a. She's far too valuable.b. She's too difficult to wrap.The interesting thing for you customers out there is that in many cases she is the person you want to talk to if you are unsure about something - particularly if you are unsure what you want to buy.Oh, sure, all the other staff can answer your questions about new and used equipment, and they can point out the features and controls on the examples that are in the shop. And you can heft them and look through the viewfinders and snap off the shutters...

Well, it's not as bad as all that - and not as biblical either. But you might like to study the picture in the header and then read on.We bought the frozen cottage pie from our local Woolworths branch and cooked it for dinner last week. It was excellent. Perhaps a little blander than the home-made version I cook myself, but it did have a a lot of vegetables, meat, and gravy and a good thick layer of mashed potatoes on top. It took an hour in the oven but it was worth the wait for dinner on a cold night. I can thoroughly recommend it to anyone.Anyone except a food photographer, that is. And graphic designers might like to avert their eyes as they slide the cover off the tray. The problem is not the pie - it is the advertising on the wrapper.Many of the elements of design on the wrapper are there for a good reason; the nutrition information, the ingredients list, the bar code, the cooking instructions. They have not gone overboard with hype - nearly...

If you have ever gone to a photographic trade show, collector's market, or enthusiast's conference you know roughly what the exhibition hall will look like.There'll be a number of stands set out by major manufacturers, a couple of tables from a local authority or professional body loosely allied to the theme of the day, and one or two little card tables set up with sad-looking people behind them. They'll generally be in the least favourable position in the layout - near the toilets or down behind the service corridor. Do yourself a favour - seek them out.We're not saying that the major players don't have good stands - after all, they've got the money and prestige and corporate power to get the best place in the show. And they'll be the ones with the big new products that everyone has been seeing hints of for the last two months on the internet forums. Go to them and heft the new cameras and lenses and have a good time. Enjoy their latest slogans...

Every couple of weeks I am tasked with writing an advertisement for our local daily newspaper - it goes into a section entitled " Market Place".The criteria for the products featured are price, providence, and practicality. It can be quite a complex choice: a. No good trying to sell a multi-thousand dollar item in a small column - the people who are going to enter into a large camera system or select a premium-quality lens are going to do it with a great deal of care and research. Trying to sell a Leica in a one column ad would be like trying to sell a Ferrari sports car in the back of a comic book.The item selected needs to be affordable by a large number of people. People who read newspapers...

We have just come down off the Photokina 2016 high and are sitting with our heads in our hands. The  lucky ones who went to see the show have hangovers, sore feet, and credit card statements to deal with. The rest of us have our hopes, fears, desires, and aversions to consider - all fuelled by the internet reports of new equipment. We'll need to keep our wits about us in the coming months.It is not the fact that there will be new equipment coming that will stress us - new equipment is always entering the market, just as old equipment leaves it - it will be how we feel we must react to it.Feel? React? What the heck is this? A camera column or a new-age forum? Well, follow along and you'll see what I mean. I'll be honest with you and you should be too...