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PMA Show Gets Face Lift

Suddenly trade shows are becoming less and less about the trade and more and more about consumer hype.

The days of writing retailer orders on the show floor seem to be long gone.

PMA which already announced that it had moved its annual show date to September while opening the doors to consumers, revealed last week that it has rebranded its photo trade show to CliQ 2011, and launched a similarly named new website to promote the industry and support photographers with web tools.

Similarly, CEA had announced plans to begin allowing limited numbers of “tech enthusiasts” into the last day of its mammoth International CES starting next year.

The CliQ 2011 show, which is now scheduled for Sept. 6-11, will be held in Las Vegas, after moving from its previous February time slot.

The website, called, aims to provide tools and content for photographers and videographers.

Readers are offered the opportunity to subscribe to the service for an annual price of $25, which also includes entry to the expo.

PMA is using CliQ to target “photo enthusiasts and anyone interested in getting the most from photography and video.”

“CliQ is a 24-hours-a-day, seven-days-a-week commitment on the part of the association to provide content and tools for everyone involved in photography, from consumers to aspiring pros, to retailers and professional labs,” Ted Fox, PMA executive director and CEO, said in announcing the name change. “Also, with the recent addition of the Professional Wedding and Studio Photographers Association International (PWSPI) to the PMA family, the association has broadened its appeal to include all segments of the photo/video industry.”

The website features how-to tips, new product reviews from DP Review, and monthly photo contests.

PMA said more features will be added in the coming months, leading up to the September show.

The expanded CliQ 2011 event features presentations from photographers including Jasmine Star, Scott Bourne, Tracey Clark and Stacy Pearsall. Workshops, photo walks and seminars are also planned.

A number of interactive zones will be added to the show including the following:

  • Shooting zone – Demonstrations by leading photographers of still photography.
  • Mobile zone – Spotlights the hottest and best mobile phone apps.
  • Software tutorial zone – Learn the ins and outs of leading desktop and web photo applications.
  • Innovation zone – Spotlights new and emerging technologies.
  • 3D zone – Features the emerging area of digital 3D photography and video.
  • Video zone – Features one of the fastest growing areas in imaging today: HD and SLR videography.

The show will also feature custom-picture framing and the GoingPro Bootcamp photography business seminar, the PMA said.

“The PMA convention will continue to offer the same leading-edge programming for the retailers, custom framers, studios and chain stores,” said Fox. “PMA members will recognize classic convention features, like the DIMA Printer Shootout, the DIMA Photo Book Showcase, Retailer Hot Picks, Photographer Hot Picks, DIMA Innovative Product Awards and the Official Business Session.”

And the onslaught begins …