BY DENISE M. GUSTAVSON
Release the Muse Within
O ver the past several years, I’ve watched the shift within the fine art and photography market toward
digital. Film cameras have given way to digital versions. Images are now captured and backed up
on digital media. Many photographs and fine art prints have migrated to digital printing solutions
allowing artists and photographers alike to produce short runs of their work and also produce new and
inspired creations of art. Lines that once were clear and distinct between fine art, photography, and signage
awash in a
have blurred leaving a lot of grey areas behind.
Nowadays, you can find photographers creating limited-edition prints for artists, and a fine-art reproducer
market than doing enlargements for photographers. As you move into the graphic arts market, you can find print-for-pay
they had ever shops creating both fine art and photographic images for gallery shows or as part of a corporate branding
envisioned campaign that includes anything from vehicle graphics to bus shelters and billboards.
even three But what has enabled this shift? To put it simply: digital technologies. And this is just the beginning.
years ago. According to estimates by InfoTrends, the digital fine art market is growing at 10.4 percent per year. It’s
Simply driven by the innovation and inspiration of its end users—the artists and photographers—as well as the
through the continuous development of new printing systems, inks, and media by the various manufacturers. What makes
advancements this market so interesting and captivating? It’s more than just about the selling price of the printed output—
in inkjet although that certainly is exciting. For many, digital technology has enabled fine artists and photographers to
technology broaden their own creative outlets, opening up new avenues to explore.
alone, the In this issue, Bill Schiffner delves into the reasons behind the growth in this market segment and how artists
market went and photographers are making the most of this new renaissance in the fine art market—all caused by the
digital technology we have at hand and an increase in awareness on the consumer side. I can give you a hint
about some of the growth areas within this market: interior décor and “sofa art”. For more details, turn to the
article beginning on page 16.
industry of Other highlights in this issue:
sorts to one
• Magnetic media: As a specialty media, magnetic and magnetic receptive products have been
with mass around in one form or another for a while, but compared to other substrates, it’s still relatively new.
appeal, but Creative shops, however, are just beginning to discover the potential for these materials.
with the Starting on page 28, Steve Shaw outlines how magnetic-receptive materials can be used in the
custom, wide-format market.
on-demand • UV roll-to-roll printers: More and more production facilities are incorporating UV roll-to-roll