Forbes is reporting how photography companies are focusing their digital marketing efforts on the scrapbooking industry at the 82nd Annual Photomarketing Association's conference:
As more and more people transition to digital cameras (approximately
52% of American households have one), the digital photofinishing
industry has been eager to encourage consumers to continue their
35-millimeter habit of making prints. More sophisticated, easier-to-use
and more affordable printing technology has begun to emerge, but the
industry needs to work harder to identify the most likely adopters of
large-scale custom printing projects.
The
scrapbooking industry, a perfect match for such custom print use, has
been batting its eyelashes at digital-imaging technology (scrapbook
supply companies were first invited to the PMA conference last year)
but hasn't gotten much reciprocation. Until now.