Woodbury, NY— Now that point-and-shoot digital cameras have permeated the mass market, capturing hearts and minds around the world, imaging industry leaders are banking on consumer-oriented websites to encourage amateurs to step up to the next level—the more capable, complex and costly digital SLR.

Stacie Errera, president of the PhotoImaging Manufacturers & Distributors Association (PMDA), credited the industry’s fast-growing website, TakeGreatPictures. com, for stimulating satisfaction with photography while prompting consumers to upgrade equipment and skills.

“At a moment when so many people are making the transition from point and shoot to digital SLRs, consumers have a real hunger for reliable, free information about what they can do with all the new power and capability in their hands,” Errera said. “Websites like TakeGreatPictures, which offer information, instruction and inspiration, respond to that need. They help the industry by making people more satisfied with their digital camera purchase and more likely to increase their involvement with photography.”

TakeGreatPictures.com (TGP) was founded at the beginning of the digital boom by veteran PMDA board member Richard Rabinowitz and webmaster Bill Indursky. The popular nonprofit site, created and maintained by the PhotoImaging Information Council, now offers a wide range of content designed to inspire snapshooters, advanced amateurs and prosumers. There are how-to articles, photo-tour tips, profiles of master photographers and talented amateurs, contests to build community participation, a scrapbooking section and stories about picture-taking celebrities such as Tyra Banks, Jeff Bridges and Rudi Guilliani—all arranged in an easy-to-navigate format with links to major manufacturers, distributors and the PMA.

Recent investment in building traffic has caused site traffic to double, with the expectation of doubling again in the next six months. Mike Zeiler, the hardworking managing editor of TGP, also puts out an electronic newsletter that goes to thousands of visitors. “The newsletter has become a valuable market research tool for the industry,” said Zeiler, “enabling sponsors to submit consumer behavior questions, which we answer with quick turnaround.”

The incoming president of the PMDA, Matt Knickerbocker, believes that TakeGreatPictures is one of the only comprehensive sites where consumers can find access to all things photographic. “We’ve worked very hard to make it a good value to the consumer, a one-stop information portal where it’s easy and enjoyable for people to find what they need. It performs a critical function for our industry.”

Knickerbocker cited research showing that a growing number of people “pre-shop” on the Web before making any big-ticket purchase, and the higher the price of the item, the more likely the consumer is to seek advice on the Internet.

Providing unbiased information is one of the strong points of TakeGreatPictures, according to Gary Pageau, a PMA spokesman and publisher, who regularly contributes research columns. “Consumers can trust the information because it represents the industry as a whole. We have sponsors but it’s not a sales environment for particular companies or brands. It’s just a good place to learn more about how to enhance your own enjoyment of photography. We’re fortunate to be an industry that provides consumers with a great deal of enjoyment, and we have to get that message out. The camera is not just another device to carry on your belt or in your pocket. It’s really a way to express yourself and communicate your personal vision of the world.”

That message seems to be getting across in a big way, because industry research shows that the transition to digital has produced a tremendous surge in consumer satisfaction with photography. “Our statistics show that consumer satisfaction with photography has never been higher, and the more consumers enjoy photography, the greater their activity,” said Ted Fox, executive director of PMA. “A lot of what we’re trying to do on TakeGreatPictures is to build that sense of personal enjoyment, which is something I experience myself, as an amateur using my own digital SLR.”

Site cofounder Richard Rabinowitz thinks this is only the beginning. “I remember when TGP came out with its first article,” he said. “Today, visitors can browse through more than 1,000 articles on TGP. We’ve gotten great coverage in mainstream media, and we’re excited about growing with the industry in 2007 and beyond.”

Reprinted from: http://www.photoreporter.com:80/article.asp?issueID=&num=21&vol=14&articleType=n&articleID=1167

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