What's it all about?

Another Mac magazine? Surely the last thing the world, or cyberspace for that matter, needs is yet another publication devoted to the Mac and its dedicated army of users and afficianados. Well, if you think about it, all the existing Mac mags are squarely aimed at the design, print, and publishing industry, and rightly so - after all, if it weren't for the fact that people employed in those areas use Macs almost exclusively, there probably wouldn't be a Mac to write about.

However, there is another group of highly creative individuals who, until recently, had been by-passed by the information superhighway, and left to snooze in a lay-by. But we've woken up! We've finally realized that when we stand in the offices of our Ad Agency clients, and watch fascinated as they knock our pictures into something that resembles the brief they gave us.... these are my pictures! I should be doing this!

So, belatedly, we've been buying Mac magazines. Furtively, at first, as if we're not convinced that we really need to concern ourselves with the complexities of computers and scanners and software and printers.....then it hits us! This is the future of our business! In the foreseeable future, digital photography will replace traditional film and chemistry, and the sooner we get acquainted with the concept of electronic imaging, the better.

In many ways, photography has remained fundamentally unchanged since the days of Fox Talbot and Daguerre. Large format studio cameras are based on the same design as those used by photographers in the Crimean War! The only technological advance made in living memory was the introduction of electronic flash, and most studios still possess tungsten spotlights that wouldn't have been out of place on a 1930s Hollywood film set. In reality, digital photography is here already, and the only option left is to climb aboard and hang on. I think we're in for an exciting ride!


Tell me what you think by email at simon@magog.demon.co.uk

Telephone 01704 550221