Photobooks The Photobook Future
The UK still has some catching up to do tomake themost of the opportunities offered by this product
After years of struggling for attention in the UK market, Photobooks are finally finding their foothold.
The successes we've seen in the
European market, particularly in France, Germany and Holland, indicates a bright future for the UK photobook market, even if consumers here have been somewhat slower to catch onto the trend. Making a good turnover and profit out of photobooks is essential as we deal with decreased numbers of standard prints, and whilst sales have not fully compensated yet, they're heading in the right direction.
Amongst the factors contributing to
today's more promising Photobook market is the ability to provide customers with exactly what they want. Because of the perceived higher prices of these products - although there are some cheaper solutions on the market - consumers want their every wishes met, and thanks to new technology, materials and products, retailers are now in a position to do
that. Photobooks are now available in sizes, finishes and qualities to suit any budget or desired use. From keyrings of holiday photos to wedding albums, there's something for every consumer when they want to store, organise, archive and display their treasured photographic memories.
The recent addition of printing
direct from social networking sites such as Facebook to kiosks is promising for the future of photobooks. Whilst resolution isn't ideal for larger format prints, small photobooks are an ideal way to document parties, holidays and trips: the exact things people make albums of on Facebook.This is the sort of functionality that will really draw consumers into the trend.
Levels of retailer uptake and
display are making steps in the right direction but still need to come along a bit further in order for the market to reach its potential. Remember that consumers can't buy photobooks from you (and often won't ask for them) if you don't sell them. Make
Amongst the factors contribution to today’smore promising photobookmarket is the ability to give customers what theywant.
sure your photobook offering is obvious and prominently displayed. Show great photobook products to customers at every opportunity.
Nigel McNaught of the PMA has
been keeping a close eye on the progression of photobooks and what it means for our trade.
"The value of the photobook
market in the UK today is around £20 million which makes it worth about one third of the total photo merchandise market. If you think that sounds pretty healthy it’s worth noting that the market in France for photobooks is about double the UK figure and in Germany it’s about four times the UK.
“Now, frankly, there’s no real reason why that should be the case. It’s true
that historically France and Germany were higher priced markets when it came to 6x4 prints, but that was in the film days. Since the advent of digital, print prices in Europe have often been just as low as in the UK as they search for volume.
“Culturally, do the Europeans look
to albums rather than shoeboxes to store prints compared with the UK? There is no evidence that they do. Do they take more photos than we do? Not really. So why have photobooks taken off in some parts of Europe compared with the UK?
“Let us look at Germany and
France in particular and compare them with UK. In the heyday of minilabs and one hour processing, more than half of the 6x4 prints in the UK were produced on the high street
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