A Cup of Coffee with PMA Executive Director Ted Fox

A Cup of Coffee with PMA Executive Director Ted Fox

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As digital technology continued to move the photo industry further away from the “specialty” niche it had always resided and into the larger consumer electronic world, the annual PMA Show had a problem brewing.

Imaging manufacturers began experimenting with the behemoth International CES Show and for many those experiments were going successfully. Thus, holding PMA in the Q1 timeframe it has traditionally occupied was causing some conflict as it was beginning to “crowd” an already  busy time of year.

The recent announcement from PMA to move the 2011 show from early February to early September next year was done “for a number of reasons” the organization has stated. Picture Business & Mobile Lifestyle was fortunate enough to spend a few moments with PMA Executive Director, Ted Fox recently to get his thoughts on the above news as what the near and distant future holds for the PMA show.

PB&ML: Is this late Q3 timing for PMA expected to go beyond 2011 – or is this just a temporary plan for next year?

Fox: Looking at the long term, I think there are a lot of audiences that we need to get input on. PMA has formed a PMA Supplier Advisory Committee and we are currently talking with the senior executives on that committee as to what our longer term plans might be. We also need to get input from the various trade segments we represent as well. That is all currently being examined.

PB&ML: After the initial February 1-3 dates were announced for the 2011 show can you tell us what specific “input” you received from manufacturers and retailers that precipitated the date change?

Fox: It was really just a matter of a lot being shoved into the first quarter of the year – and a void was identified that PMA could fill in the fall time frame.

From our standpoint, the shift from film-based photography to digital has really had a major effect on the seasonality of our industry. With film, Q1 had traditionally been the slowest time leading to a ramp up in the summer months til after August then a slow down before the ramp up again around the  holidays. The retailers will tell you that today with digital, day-to-day can be feast or famine depending on what motivates consumers to do something with the images on their camera.

The fourth quarter of the year has now become even more important for the trade because of all the new custom photo products and services. It’s always been a great quarter for hardware sales but in terms of the services there’s been tremendous growth in things like greeting cards, photo books  and other new product due to the efficiency of today’s digital technology.

PB&ML: This September date in 2011 leaves a rather large gap between the date of the 2010 show and the September 8-10  dates for the 2011 show. Any concern over addressing that gap?

Fox: There’s a segment within PMA where that timeframe is problematic and that’s the PSPA Group and also the Sports Photographers. We’re looking at providing some kind of venue for them that is more convenient for those specific segments – some time in the first or second quarter of the year.

In addressing the gap within the imaging industry, what we have found in talking with our members and vendors is that there is really two key buying periods – one is the beginning of the year and the other is early fall. This early fall time frame has two components – the photo specialty retail channel which is buying and stocking for the  holiday season and then you have product introductions that are being shared with big box buyers happening then as well. 

Despite the time in between, we think we are now taking advantage of the broadest buying opportunities with this September date.

PB&ML: Does moving the show to a late summer/early fall time frame also open up the possibility of holding the show (beyond 2011) in other cities that have not been considered in the past due to weather issues? I’m thinking New York, Chicago, etc?

Fox: Certainly this opens that possibility up. One of the important things we are trying to do with this move, as is the case with many other International shows, is turn the show into a festival for photography. We will be actively marketing the show to photo enthusiasts and end users. The last day of the show on Saturday will be opened up  to consumers with special programming aimed at the more serious end users. Will be using the show floor to get to our consumer evangelists for photography excited – get them all hyped up about the new products that will be available for the holiday season.

The enthusiasm that consumers will bring to the show will be great as that’s something we already do with PMA Australia and it really creates a lot of excitement at all the booths.

So yes, taking advantage of the larger population base in a variety of cities, like New York Chicago only makes sense moving forward.

PB&ML: With such a big change being announced for PMA 2011 are there any other changes to the show being discussed – such as the addition of any special pavilions, special demonstrations/exhibits, new partnerships, etc.?

Fox: We plan on expanding on some of the things we already started like the Photo Apps Pavilion at the 2010 –PMA which generated a lot of enthusiasm for retailers with all the new smartphone imaging apps there are for consumers now.  We are always looking to add new elements like this to the show and will continue to do so.

Digital has stoked up interest in the imaging category with that teen to early 20s age group – way more so than what we saw from that group going years ago. This segment is  very into photography, very tech savvy. They are doing some amazing things with imaging today. We also want to continue at address what is happening with this segment as well.

PB&ML: With the move away from dates that were always relatively close to the International CES Show, PMA seems to have solved a major complaint on that front. Is there concern now about the proximity to the annual PhotoPlus Show in New York and possibly the 2012 photokina?

Fox: Yes, this is a concern. I believe we really need strong imaging shows in this industry – a strong photokina and a strong PMA. It is certainly not our intention to hurt other shows. Going forward it is our intention to keep that in mind and balance factors like that to make sure this isn’t a problem.

We remain truly excited about these changes and the expansion of the show to the serious hobbyist and that’s where our future lies as that segment potentially becomes the pros of tomorrow.

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