What the Camera Companies Don't Want You to Hear
Monday, March 8, 2010 at 1:15AM 
Pictured Above: The Herd Mentality of the Target Market
There is a fine line between the need for new gear, and succumbing to marketing hype. If the following scenario sounds familiar, don't worry, you are not alone. A new camera is released and it has 3 more
megapixels than your current body plus a few new features you may or may not use. You go online to your favorite photography forum and dozens of members claim to have placed their pre-order already. They
boast that this will be light years ahead of the model you currently own. The phrase "game changer" is tossed around liberally. In scanning a few threads, the popular sentiment seems to indicate that all previous models have become worthless overnight. You check the well known blogs and sure enough, they have already been using the new test model for several months now. Of course they also claim it to be the hottest, fastest, smartest, feature rich camera they've ever seen. Discouraged, you log off and watch some TV only to be disrupted by the mailman. Your latest issue of xxx photography magazine has arrived and much to your surprise, the cover is a frame filling photo of the new two thousand dollar camera. The headline proclaims it to be the next big gun you just have to buy if you want to shoot like the pros. You flip to the inside article but the text is identical to the press release from the camera manufacturer. It's nothing but an ad disguised as an article. You know there is nothing really wrong with your current camera, but you don't want to be left behind. Defeated, you log back online and charge the next best thing to your credit card. You hide it from your spouse as deep down you know it really wasn't necessary. The camera is delivered and you test it out. The first thing you notice is that your memory cards fill up much faster. You make a mental note, "need bigger memory cards". When you get home and download the images you realize the files take up more space on your hard drive. Another mental note, "need new computer". Your shiny new camera sits beside you as you log back on and resume shopping. Six months later you finally finish paying off the credit card bill. You are about to lace up your hiking boots and grab your camera, but decide to check your email first. There in your inbox is a message from your friendly camera store. Your heart sinks as you begin to read. Your new camera is already old news. The next best model has just been announced and promises to be better than anything you can imagine! You slump in your chair and start researching the new camera. Suddenly you don't feel much like hiking after all.
Thankfully there are some simple ways to avoid this vicious cycle. First, if your favorite blogger raves about a new camera but is also conveniently featured in advertisements from the same manufacturer, do yourself a favor and unsubscribe from their feed and newsletter right now. They are being paid to sell you something and do not have your best interests in mind. Next, un-bookmark those forums that are filled with rumors and speculation about the next dream camera. Then, write to the editors of the photography magazine you subscribe to and let them know you want more information on how to take better pictures, and less advertisements disguised as articles. Once you've eliminated these distractions, you can spend your time mastering every aspect of your camera. Upgrades should only be done when you are technically limited by your current model. Instead of purchasing every new camera, wait for every third model. This will work out to roughly every three years. Use the savings to visit a nearby State or National park. This is where you will really get a chance to better your portfolio. Only by spending your time and energy on photography will you truly improve. Just as a new guitar won't turn an aspiring musician into Jimmy Page, no camera can transform you into the next Ansel Adams. For inspiration, check out this article about Alex Majoli, an award winning photographer who achieved great results using two pocket sized point and shoot cameras to photograph conflict abroad. Study the work made by Henri Cartier-Bresson, who primarily used one camera and lens during his long and prolific career. Consider this quote by photographer Ernst Haas who said, "the limitations in your photography are in yourself, for what we see is what we are."
The next time you come across a glowing review of the latest "must have camera", let the masses flock to it like sheep. While they are busy testing ISO noise levels with charts and debating the merits of autofocus systems, you can get back to what's really important; taking pictures.
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Reader Comments (10)
Great points, Chris.
I think there's a related issue with lenses. Spend time in the forums and you'll see a lot of reports saying that without that new lens you shouldn't even bother.
But if you don't go, there are no pictures. Just a lot of lens tests to read. And pictures are much, much better.
Chris you hit the nail square on the head! Yes I have been bitten by the NAS bug before aka "Nikon Acquisition Syndrome" I have went through exactly the process you described.
Thanks for reminding everyone where the creativity really comes from. Great Blog!
Just yesterday I got an email about double rebates and doorbuster sales. Your post helped put things back in perspective. thank you.
Ted, somehow your narration delivery from "Notebook" was playing in my head when I wrote this. Excellent point about the lenses too, thanks. Bob, we've all been there! The trick is to find that balance of what equipment is truly important, and what isn't. David, yes I got those double rebate coupons too. It just goes to show that we must be aware of how these companies try to push our buttons. Appreciate your comments!
Well said! Great post Chris. You can give an amateur a 3k pro camera and a pro a $300 dollar camera. The Pro's photos will be better composed.
Well said, and so true. Calls to mind the Steichen quote "no photographer is as good as the simplest camera."
Ed and PJ, Thanks for sharing your insights! I agree with both points.
Amen, Chris.
As proof, I still use a Nikon D50 for my main photography work and for casual walk about and road trip photography I use a Canon A95. Both work great and both provide for my needs. Yeah, I do dream a little, once in awhile, but then I come back down to earth and realize that moving up won't necessarily improve my work. Instead I work at getting better at what I do with what I have :-)
Thanks Glenn. I couldn't have said it better myself.
I'm still using a VERY outdated (at least by digital standards anyway) Olympus E-300 that I've had for over 5 years and was first introduced around 6 years ago. The shutter still clicks and stores the pictures on the CF card. In other words, it still works and allows me to take pictures! This thing is built like a tank and I plan on still using it until it just completely quits. Yeah, I would like to have something with better low-light noise, faster fps, faster focusing, etc., but so far, I've resisted the urge for a new camera body. I have purchased some higher grade lenses over the years but still nothing extravagant (read that as ultra $$$).
All of the pictures in my flickr stream as of right now, have been taken with this camera, so if you would like to take a peak, please do.
Thanks,
Dwayne
http://www.flickr.com/photos/bucketheadphoto