The Ride of a Lifetime

A Drive to Remember

The Ride of a Lifetime – Davis Mountains, Texas
Copyright © 2013 Jeff Lynch Photography
Click on the image above for a larger version.

Shot taken with a Canon EOS 5D Mark III with GP-E2 unit attached, set on aperture (Av) priority using an EF 24-105mm f/4L IS USM lens tripod mounted. The exposure was taken at 24mm, f/16 for 1/6th of a second at ISO 100 using Singh-Ray’s warming polarizer filter. Post capture processing was done in Adobe Photoshop Lightroom 5.

GPS Coordinates: 30°43’9″ N 104°11’16” W, 5846 ft

This is one long and wordy post so dig in.

We live in interesting times my friends. It’s stated that just one generation ago most folks went to work for a company at age 20 and retired from that same company at age 62 with a generous “pension plan”. Today, we’re told, the “average” person will have worked at five to seven different companies in two to three different industries by the time he or she reaches age 62. This “new age” worker may never retire at all and if they do, they walk away with a 401K “savings” worth considerably less than they think their 40 years of hard work is worth. Not exactly the “American Dream” the previous generation lived.

Or is it?

Much is currently being said about how the rise of the Internet and the new “Social Media” are killing off the world’s newspapers, magazines and television. We’re lead to believe this new age of instant and “free” information is sucking the life blood out of the once robust news and entertainment industry and creating a generation of FaceBook, Twitter and Instagram addicts that can’t get enough of their 24x7x365 fifteen minutes of fame. Not exactly your evening news with Walter Cronkite.

Or is it?

We’re told that the massive influx of cheap DSLR cameras from Japan, Korea and China is driving down the price for professional wedding, sports, travel, commercial and landscape photography so much that thousands of professional shooters have been replaced by millions of amateur shooters, effectively killing off the entire industry. It’s said that the stock agencies have been replaced by the micro-stock agencies that have themselves been supplanted by Art Directors trolling Flickr and Google Images sending the already rock bottom prices for photography even lower. Not exactly what Henri Cartier-Bresson, David Lachapelle or Annie Lebovitz had in mind when they got started.

Or is it?

The Shifting Paradigm
Sometimes we forget how far technology has come in such a short period of time and we underestimate the impact this change has caused in our daily lives. Prior to the twentieth century mankind’s basic situation hadn’t changed much in the past 10,000 years. Yes, civilizations had risen and fallen, wars had been won and lost and the Lord had sent his only son to redeem our souls. Still, people’s daily lives revolved around their family, their village and their region. Most knew little about the rest of the world and few had spare time for idle curiosity.

That all changed in the past 150 years with the most dramatic changes coming during the last 50 years. The industrial revolution created a new paradigm for non-farm workers and gave birth to the “9 – 5 Job”. It created thousands of jobs by inventing mass production, making durable goods cheap enough for these same “workers” to buy.

But the industrial revolution also killed many jobs by making those durable goods less expensively than they were made “by hand” before. The artisans and craftsmen of the late nineteenth century and early twentieth century experienced this technological “shift” firsthand and found their life’s work too expensive to compete against the marvels of mass production. (Sound familiar?)

Fast forward to the 1930’s, 40’s & 50’s and the rise of the modern labor union. Union workers strike against company owners and win wage and benefit increases and give birth to the first pension plans. Non-union white-collar workers negotiate for the same benefits as their blue-collar brothers and create an affluent middle class with one single goal; retirement.

Never before in the history of mankind had a large percentage of people “stopped working” at age 62 and spent the rest of their (now longer) lives pursuing leisure activities. Whole new industries emerge designed to cater to this new middle class. The newspaper industry and print journalism in general flourished as people had the time and money to spend learning about the rest of the world. But this “golden age of print” didn’t last for long.

Radio and television become the media of choice in the 1960’s and 70’s with the war in Vietnam and the anti-war protests at home being covered every evening at 5:30 PM (CST). Newspaper subscriptions began their decades long decline and advertisers flocked to the TV like bees to honey. (We’ve been here before haven’t we?)

Fast forward to the 1980’s & 90’s. The integrated circuit is developed and the computer age is upon us. Main-frame computers costing millions are quietly replaced by faster and smaller mini-computers and a whole generation of assembly language programmers find themselves “made redundant” (until the Y2K scare). Only a few years go by and the venerable mini-computer falls to the “personal computer” or PC. A whole generation of COBOL programmers find themselves also “made redundant”. Apple opens their doors and Bill Gates releases Microsoft “Windows”. IBM and DEC find their market share dwindling day by day. (Getting the picture?)

Fast forward to the past decade. PCs, laptops and notebook computers are everywhere. Microsoft releases Excel, Word, PowerPoint, SQL Server, BizTalk Server, Exchange Server and Commerce Server and dominates the world software market. The smaller software companies and contract programmers find themselves broke, acquired or run out of business by the GIANT Microsoft. The governments of the US and several European nations sue Microsoft due to their dominance and domination of the global software market. Microsoft’s market share and profits continue to climb while the PC manufacturers find themselves barely able to make a profit. Mergers take place. Some hardware companies go out of business altogether and the profit margins of the remaining few continue to shrink. (Seem Familiar?)

Apple reinvents itself, retools, revamps and re-engineers its line of desktop, workstation and notebook computers and carefully controls the hardware to match their new operating system, OS-X. Apple opens their bricks & mortar stores amid speculation that they’ve lost their mind, but the crowds love the concept and devout PC users begin to switch to Mac. Microsoft releases one slow, buggy operating system after another which fall flat on their faces. Apple begins a series of humorous ads laughing at Microsoft’s misfortune. Apple releases new iPods, MacBooks, iMacs, Mac Pros, iTunes, the iPhone, iPhone 3G, iPhone 4G, iPhone 5G and the iPad series. Microsoft continues to watch their market share begin to slip until it’s an all out avalanche of folks switching to Apple products. (Myself included)

In Closing
For every dramatic “shift” in our society, in our technology and in the world of business, there will be those that adapt, survive and even thrive. There will also be those that cannot adapt and they will rail against the heavens, gnash their teeth and loudly call out for “social justice”.

The best advice I can give anyone starting out in the photo business is to follow your own path and be realistic in your goals. For example, there are thousands of very talented wedding photographers around the globe looking for work. The average price that a typical wedding photographer can charge has dropped by 50% in the past two years. Perhaps this isn’t the best time to target that market segment.

Finding niche markets or industries needing economical photographic work is not simple but with Google and the help of your local Chamber of Commerce, it can certainly be done. Do some research and get a listing of all the small businesses in your immediate area. Send out a targeted email blast and follow up with a phone call. Don’t sit in your home office spending hour after hour on FaceBook, Twitter or Instagram. If you want to succeed as a professional photographer then get out there and “sell” your services.

Follow your own path and enjoy the ride of a lifetime!


3 thoughts on “The Ride of a Lifetime

  1. Well said, Jeff. Whether it’s that “9 to 5”, one of those five or six jobs, or our passions, you have to follow your path and enjoy the ride.

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