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PMA Unveils Retail Ad Campaign Promoting Digital Printing

Jackson, Mich. — Seeking to spur digital camera owners to make prints of their digital images, the Photo Marketing Association (PMA) formally unveiled its Digital AdMaker 2.0 program today.

The free resource for active PMA member retailers involves professionally produced print and broadcast advertising materials that can be customized for use in local markets.

The Web-based program located at provides free ad slicks and other point-of-sale resources to help retailers promote printing from digital cameras.

Initial details of the program where announced at the InfoTrends Digital Imaging ’03 conference in San Jose, Calif., at the beginning of the month. There, Gary Pageau, associate publisher, PMA, said that while the effort, like past efforts, is retail-centric, the hope is simply to get consumers to print their images, regardless of whether they do it at home, at retail or online.

‘We’re taking a more agnostic approach this year,’ Pageau said.

One retail component of this initiative includes the new Qualified Digital Processing Center program. If a retail outlet can produce a print from a digital image, they can have access to store signage that labels them a ‘Qualified Digital Processing Center.’

Digital AdMaker 2.0 will also consist of a series of TV and radio spots in addition to the store signage.

Three 15-second commercials will present the case for preserving memories by making prints. The fourth commercial makes the case for having retailers print consumers’ digital images. The commercials will have a customizable screen at the end for a retailer’s logo, information placement and room for an announcement to be added.

A copy of the radio spot will be available on CD-ROM in MP3 format.

‘According to recent PMA research, the No. 1 reason among consumers for taking pictures with digital cameras is to preserve memories. But it’s not a true memory unless it becomes an easily shared print,’ said Ted Fox, executive director, PMA. ‘The consumer experience of getting prints made from digital cameras needs to be as easy as getting prints from film. As an industry we need to make this process simple and we need to educate consumers about their options for making prints from digital files.’