On with the show at PMA

From Glynn Lavender in Anaheim

Hi again, There’s plenty to see and hear at PMA, here’s some of the more interesting products from the show floor.

Sigma lenses

Sigma has announced five new lenses, three of which have what they call ‘OS’ or ‘Optical Stabilisation’. They are a 70-200mm f2.8, the 50-500mm f4-6.3 and their 17-50mm f2.8. The other two are also quite exciting products for a third party lens company.

They are a 8-16mm f4.5 and, interestingly enough, an 85mm f1.4 prime portrait lens. This lens particularly caught my attention.

First of all, it is a brave thing for any lens company to release a prime lens when most photographers in the enthusiast market are looking for zooms. Secondly, it is a brave thing to release an 85mm lens. It is a lens meant for photographers who really understand the value of this focal length and, even more so, the benefits of a 9-aperture blade bokeh. It also assumes that a photographer who understood these benefits would look outside the optics of their camera system.

Nissin flash gun

Nissin has also released the Di866, a flash gun with full TTL and off-camera flash capability. With a GN of 60m, wireless TTL, a quick battery release and soft flash mode, the Nissin Di866 will give the brand name flashguns a run for its money. The menu is easy to use and in some ways offers the user more options than its more expensive counterparts.

I hope we see this flashgun in Australia as it will be an interesting and very serious option for enthusiasts and professionals alike.

There is an interesting balance being struck within the industry that is appealing. There is a lot of optimism about output and the ideas are flowing freely. While printing is becoming more diverse and less expensive, the quality is improving and the customer experience is becoming even more enjoyable.

Even Holgas and Dianas are being proudly displayed and offered to retailers as creative analogue based options for photographers who have never known the unpredictability of these ‘plastic fantastics’.

‘No shows’ noted

Conversely, there is the sad and obvious absence of Adobe, Canon and Epson at this ‘show of shows’ and it has been the topic of much conversation and debate.

Many retailers and photographers are questioning the reasons and implications for this, especially when each of these companies is facing some strong competition in terms of rival products.

No doubt they have their reasons for their absence but I believe they have been lost on their customers.

There is also a strong contingent of companies from China and Korea that have a range of products that fascinate photographers while offering the retailer some strong profit potential.

The range of strobist products is particularly well represented and retailers would do well to look at these. Considering the high level of interest among enthusiast photographers for products related to off camera flash photography, any retailer who can supply high quality, reliable radio triggers at a price less than the more expensive American products could find themselves being very popular!

Free beer and bratwurst

Apart from that, you can watch as hungry journalists feast on the free beer and bratwurst that the Germans are offering to patrons in their section of the expo. This, of course, amid the range of fine German products being showcased.

There really is no need to satisfy the thirst and hunger of journalists like myself if the desired result is to encourage positive comments about their products. We still love their engineering and ingenuity.

The Americans have a wonderful and brave way of presenting their products with methods and techniques that some Australians would consider a little over the top.

There are jogging models, celebrity photographers telling tales of shooting movie stars to wide-eyed hopefuls, soccer games, Spiderman and some seriously slick spruking. But here, in this place and time, it works.

The Aussie looks on and smiles with curious affection for something that would probably just not work in our culture. But that doesn’t mean it’s wrong. Not at all. It's quite fun to watch, actually.

Until tomorrow, check out the action via YouTube.

Cheers Glynn