Market Focus-Amateur Photographers (958 words)
According to Cameraworld.com, an online retailer that offers a selection of photographic equipment from Canon, Contax, Minolta, Nikon, Pentax and Sigma, the going rate for a standard 35MM camera can run from $299 to $1,299. Digital cameras—the new wave in photography in the last five years—range from $699 to $2,199.99. For lenses, the most basic starts at $129.99 while the most intricate starts at $2,299. Include tripods, field equipment and the repeated need for film, and your hobby costs multiply. It's safe to say that someone longing to avidly take pictures in his free time must make a solid financial commitment.
By that rationale, weekend photographers also are likely to enjoy a number of other pursuits, and therefore make prime prospects for a variety of direct marketers.
Appeals for travel, environmental and regional fund-raising, or any outdoor-related offer can work well with this market, says Gural.
He explains: "The subscribers to Outdoor Photographer don't stay on the beaten path to find a great shot—they're not just staying on the road," Gural shares. "These individuals are not only avid photographers, but avid travelers."
Art-related offers also are likely to appeal to amateur photographers.
"Any artistic offer would be ideal," claims Liz Peterson, list manager of the Totalbase: Photography Enthusiasts Mail Order Buyer file for MKTG Services. "There will probably be a great cross-over interest there. Anything in the creative, visual arts and graphic design realm will most likely be successful with this target audience."
MKTG's Totalbase compiled file sees frequent usage from the arts, notably Museum of Modern Art, Museum of the City of New York and the Cooper Hewitt Museum.
Another file that has generated diverse usage among fund-raisers is the Exposures file, managed by Mokrynski & Associates. Exposures offers its catalog buyers leather-bound picture albums, journals, frames, sconces and storage solutions.