Photokina 2010 - How Photography Tradefairs Adapt to Digital Realities
Photography industry nowadays is changing and developing much faster than we could ever fathom, with modern technology being enshrined as the only possible medium of its revival.
Digital era gave us a lot to be grateful for: diversified global communication, revolutionary data storage methods, a score of artistic instruments and a whole lot more.
However, with so much going on on the Internet, little attention has been paid to offline activities, namely traditional photography tradefairs.
They start to fall behind, losing exposure and revenue, - quite a few people prefer using Internet to visiting specialized photography shows.
This trend can and should be manipulated for achieving greater performance and catching up with the fast-growing online sector of the industry.
The Cologne-based Photokina 2010 has proven that by leveraging the strengths and benefits that an offline event of such scale encompasses - as compared to online resources, shows and so on - enthusiasm can be re-injected back into the offline photography industry.
How can something like this be done? The means are simple and the measures are more than feasible - it just has to be implemented rationally - like Photokina demonstrates us.
Being one of the most important photography shows in the industry, it nevertheless has encountered loss of public attention and loss of revenue at an intimidating rate of 10 million Euros per year.
It must have taken a lot of courage to do what the organizers of Photokina did; they didn't rush into the online world trying to build a massive Web presence in an over-saturated market; they didn't spend time and money trying to compete with niche photography blogs and review websites.
The only winning strategy was to enhance the show's OFFLINE potential and presence.
The reason for this move is simple: there are things one cannot experience via the Internet.
Real life stimuli to educate oneself through practice, active participation and communication with many photography professionals turned out to be a great motivator.
Photokina is synchronized with several other shows,including the photo.
COLOGNE festival and a series of major photographic events.
The area around Cologne and the city itself are thus made a real paradise for amateur and professional photographers alike.
They can hone their skills in shooting landscapes, nudes, architecture, portraits, lightpaintings and much more.
There will even be activities connected with underwater and aerial photography.
Through simple yet very targeted and rational steps Photokina 2010 has recaptured the attention of photographers and re-established itself in the industry.
It is very much anticipated that such innovative, bold and dramatic changes to this photographic show will be an inspiration for others.
Who knows, maybe we will finally witness a new dawn of offline photography!
Digital era gave us a lot to be grateful for: diversified global communication, revolutionary data storage methods, a score of artistic instruments and a whole lot more.
However, with so much going on on the Internet, little attention has been paid to offline activities, namely traditional photography tradefairs.
They start to fall behind, losing exposure and revenue, - quite a few people prefer using Internet to visiting specialized photography shows.
This trend can and should be manipulated for achieving greater performance and catching up with the fast-growing online sector of the industry.
The Cologne-based Photokina 2010 has proven that by leveraging the strengths and benefits that an offline event of such scale encompasses - as compared to online resources, shows and so on - enthusiasm can be re-injected back into the offline photography industry.
How can something like this be done? The means are simple and the measures are more than feasible - it just has to be implemented rationally - like Photokina demonstrates us.
Being one of the most important photography shows in the industry, it nevertheless has encountered loss of public attention and loss of revenue at an intimidating rate of 10 million Euros per year.
It must have taken a lot of courage to do what the organizers of Photokina did; they didn't rush into the online world trying to build a massive Web presence in an over-saturated market; they didn't spend time and money trying to compete with niche photography blogs and review websites.
The only winning strategy was to enhance the show's OFFLINE potential and presence.
The reason for this move is simple: there are things one cannot experience via the Internet.
Real life stimuli to educate oneself through practice, active participation and communication with many photography professionals turned out to be a great motivator.
Photokina is synchronized with several other shows,including the photo.
COLOGNE festival and a series of major photographic events.
The area around Cologne and the city itself are thus made a real paradise for amateur and professional photographers alike.
They can hone their skills in shooting landscapes, nudes, architecture, portraits, lightpaintings and much more.
There will even be activities connected with underwater and aerial photography.
Through simple yet very targeted and rational steps Photokina 2010 has recaptured the attention of photographers and re-established itself in the industry.
It is very much anticipated that such innovative, bold and dramatic changes to this photographic show will be an inspiration for others.
Who knows, maybe we will finally witness a new dawn of offline photography!
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