Photographic Trade News - Don't Leave Home Without It
Written: Nov 26 '00
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Product Rating:
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Pros: In depth information on new products, very informative and easy to comprehend
Cons: Not Enough Pages to Cover Everything in the Industry!
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| viper1963's Full Review: Photo Trade News Magazine |
The photographic industry has changed tremendously through the last thirty years. We have seen some innovative designs succeed and fail. Namely, the 126 and 110 cartridge film revolutionized quick and easy picture taking. Kodak introduced the Disc camera in the late 1970's. This innovative design incorporated a unique disc shaped film holding 15 exposures in a floppy disc-like cartridge. Both Kodak and Polaroid were locked into a heated battle over instant photography patent infringement. Polaroid developed the process of developing your pictures right before your eyes with the SX-70™ camera. The film was held in a cartridge that held 10 instant photos. The developing chemicals was already inside these photos and was distributed as the film exited the camera. This was Polaroid's bread and butter until Kodak decided to step in on some of the action. Kodak developed the Insta-matic™ camera which took a similar film cartridge like Polaroid's. Sadly, in the mid 1980's Kodak was forced out of the instant photography business by Polaroid which won the patent infringement case.
I have been involved in the photographic/video industry since 1980 having worked in retail sales, manufacturing and freelance photography. Like most major industries, each industry has a trade magazine or journal that outlines what is going on in the market place, manufacturing, new products or technology and in retail sales. One of the trade journals I subscribe to is called the Photographic Trade News (PTN). This monthly journal keeps you up to date on industry happenings like I mentioned earlier between Kodak and Polaroid. I am proud to say I have been a subscriber for 20 years!
TO WHOM IS THIS TRADE MAGAZINE MARKETED TOWARDS?
• Photography stores and businesses - New products are introduced to the retailer through advertisements and articles.
• Manufacturing Companies - Obviously, if you are working at one of the major manufacturers you will not have the opportunity to handle the competitor's product. This magazine informs employees on technology and ideas swirling around the industry.
• Photography Studios - Photography studios have their own journal published by Photographic Trade News but new ideas and products are often introduced to photographers through Photographic Trade News. This is where I receive most of my information on new products.
THE DEPARTMENTS
• Editorial - The editor outlines what has been happening in the industry since the last issue. This is where many of the major manufacturers receive their highlights on new products.
• Snap Shots - If you are a photographer who loves to enter your photos in various contests, you'll love this section. This section highlights photography programs and new photography dot.com businesses.
• Retail Rumblings - This area outlines job promotions at various manufacturing companies. Generally, these are people moving from one manufacturer to another who are well known within the industry. Major retailing news such as corporate mergers, manufacturing rebate information and trade shows are announced.
• PhotoImaging Manufacturers & Distributors Association Quarterly Report - This section provides information on award presentations to manufacturers and individuals within the indsutry, industry trade shows and events aimed at the manufacturers.
• New Products - This my favorite section! Unlike Popular Photography, this section introduces new, actual products that will be sold in the United States. If you are familiar with Popular Photography, they generally review pre-production models which are aimed at the European or Japanese markets. Almost always, these products will be slightly different than the ones introduced in the United States.
Many retailers use this section to determine potentially hot sellers for the holiday and summer seasons.
MONTHLY FEATURES (October 2000)
Digital Imagining is Finding It's Audience - The major manufacturers discuss the digital market and what their companies are doing to make sure digital photography becomes a profit generating product for their retailers. There is also a little bragging done on their newest products as well.
APS (Advanced Photo System Turning Five - Can you believe it? This innovation design and new format was introduced five years ago but has had a luke warm welcome to the industry. Retailers believed the manufacturers do not support this product enough. But the manufacturers have only scratched the tip of the tip of the iceberg in terms of APS technology.
Minilab 2000 This is an introduction to Photokina (a world-wide photo show introducing new products). Every year there is always some hype on a certain product. This year's product is photofinishing. Namely, digital photography. If you are into digital cameras, look at those nice fingernail sized flash cards. Flash cards are revolutionizing the way we develop pictures. Now you can take your flash card into most photo labs and have them printed out within minutes! I said minutes, not hours!
If you were to open my briefcase, you will find this magazine along with three other trade journals. This is one of the few magazines I read from cover to cover. As a sales person, I have to know what the competition has out there. From there, I ask one of my dealers to let me borrow equipment to test and examine.
PARTING SHOT
If you are an aspiring photographer or wish to know what is coming up before your friends do in the photography industry, I highly recommend Photographic Trade News.
Photographic Trade News
Corporate Offices
445 Broad Hollow Road, Suite 21
Melville, New York 11747
(631) 845-2700 fax (631) 845-2797
www.ptnoline.com
Recommended:
Yes
Primary Reason for Buying: Product Reviews/Information
Recommended For: Hobbyists/Enthusiasts
Accepts Freelance Submissions: Yes
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viper1963
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Location: Southern California
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