In the last few years, we’ve witnessed the not so gradual diminution and dissolution of printed pro, amateur and trade photography magazines in the U.S. and around the world. Being someone who made a living for many moons in the photo papers, I watched with regret the slow death of that business, and the loss of both the medium and mission which it, for the most part, fulfilled. There’s little doubt a major reason was the lack of advertising support by the photo industry. Another cause was the cut-and-run strategies of the conglomerates who owned the publications. Yet, the enthusiasm for photography and imaging, its art and craft, its insider techniques, its amazing gear and tech, its exploration of expression never went away. It simply moved online. Enter the world of photo blogs.
The World of Photo Blogs & Vlogs
Beyond direct manufacturer, retail and service provider websites, which play a vital role for customer and business alike, there’s an entire class of “blogs” and “vlogs.” Their mission is to hopefully grab the consumer’s eye. Blog is an odd word that for me evokes a Dickensian character sketch (as in, the Artful Blogger). The term covers a very wide range of websites, some homegrown and some corporate or partnership endeavors. All are mostly independent operations. However, they naturally look to and lean on the photo and video companies and their marketing and PR arms for information, products for review and, so they hope, financial support.
The sites might focus on a photo discipline or profession; superwide-angle lenses; a personal kit bag of gear; photographic history; obscure processing techniques; astrophotography; or even “Brandfan” clubs. Anything you might conjure up or be curious about in imaging has a blog—more like a dozen. There are blogs for every aspect of the art, craft and trade from every angle. For us old-timers, it ain’t Popular Photography vs. Modern Photography vs Petersen’s Photographic vs. Outdoor Photography anymore. Now, it’s every man and woman for themselves. And good luck sorting the wheat from the chaff.
FYI
Furthermore, the term “blogger” apparently stems from “weblog” (just drop the “we”). It’s a phrase coined at the turn of the century to ID folks who wrote regular “logs,” or journals on group or individual websites. The term “log” is associated with a ship captain’s daily journal, à la Kirk in Star Trek or Shackleton’s Antarctica travails. We also have some new lingo. “Vloggers” are those who tackle the task via video feeds. Additionally, there is the much sought after “content creators.” They are the ones to whom so many cameras and associated gear packages are being pitched to these days.
Exploring the Territory
The proliferation of photo and video blogs fills the Internet airways. Moreover, they even make their way to conglomerators like Apple and Google News feeds. If you click on one item among the lot, you are then tracked. In short order, the feeds proliferate. So, don’t worry too much about having to hunt them down. However, if you have a notion to go deeper, use your search engine and type “photo blogs” into the search box. Lo and behold, in milliseconds you have the old saws of “Top Ten…” “Top Fifty…” headlines from which to choose. The same goes for video blogs. You can choose individual sites from these lists or keep scrolling down to find the free-floating clickbait. 
Additionally, the blogs range from freelancers hoping to pick up followers so they can play in a larger stadium; wedding pros looking to make bookings; real estate companies that attract working pros with technique advice and then offer to rent them studio and venue space in cities around the world; various networkers who help set up teams for photo projects and assignments; photo website template and hosting companies; online schools as well as zoom seminar organizers; and even numerous blogs about how to build a blogging business specializing in photography.
One claims that “a photo blog is the best way to connect to future clients.” Another promises to help with “15 tips on using blog images to . . . make your brand shine.” In other words, there are probably just as many blogs about pitching business and stuff to photographers as there are about photo technique and gear reviews. It’s a case of blogs as barkers outside the carnival tent.
News and Reviews
The photo and video gear review and news sites tend to appear more neutral. They report rather than pitch. Further, they rely on staff or freelancers to review the goods and supply how-to articles. They also depend on industry PR firms to send them press releases, bring them on junkets as well as get them gear to test.
As a writer, I tend to follow these rather than always checking in on manufacturer sites. Although, there is value in both venues. I tend to read freelance reviews with a somewhat jaundiced eye. Blame that on 30 years in the business. However, I am especially cautious when a rewritten product announcement press release is headlined with words like “unleashed” and ends with two or more exclamation points.
In large part, these sites exist via paid ads and so-called “affiliate marketing.” That is, they have a working arrangement with major retailers and even manufacturers that spiff any sales the site may direct their way. Moreover, mobile is now the dominant web viewing venue these days. Here the ads are generally pop-up intrusions (rather than the third column on a monitor) that you must physically remove to get through the article. This is a general condition on all mobile web viewing that is more distracting than informative. It’s like watching an intense two-hour movie on a station that runs an ad every six minutes, making it a three-hour fast-forwarding fest.
The Golden Fleece
Some blogs do their best to develop a personal relationship with their followers. Overall, most are more about transactions than interactions. For bloggers and vloggers, however, the best income stream they can hope for is attaining the vaunted status of “Influencer.” Ad teams within several imaging companies and their agencies readily admit these folks are a strong focus of their recruitment efforts and support.
Those wishing to be knighted as such often begin by hash-tagging lens, camera and lighting gear. Or they may ensure that every image is accompanied by the suggestion that only so-and-so brand gear, software, etc., could allow for such a capture.
This is nothing new, as witnessed by the many “ambassador” type spokespeople who work the photo shows and conventions with booth demos and seminars. Paid testimonial ads and technique demos, which once filled the magazines, now populate Twitter, Facebook, et. al. They do so in a slightly different but still recognizable way. When a camera review on an independent site gets too effusive and feels like a movie star telling you only a certain watch can tell you the time, you know it’s more than a cold, critical assessment. Old hands will recognize this.
When magazine publishers made their pitch to potential advertisers, growing circulation and so-called surveys were the verification of success. That’s what made the paper worthy of carrying an ad. Now, the ad folks don’t take anyone’s word for their sphere of influence. It’s much simpler to gauge the efficacy of the pitch, subtle or blatant, by clickthrough rate, read times, cookie implants, as well as similar digital metrics and gimmicks. Like I said up front, there ain’t much new under the sun. It has just moved online.
A Face in the Crowd
Now don’t get me wrong. I’m all for everyone becoming a success and using the Internet to find their way to acquire leads and clients. Or to show their inspiring work and help fellow photographers and videographers find the best gear suited to their avocation, profession and passion. Of course, the more enthusiasm generated for photography and imaging, the better it is for the industry.
Yet, keeping these sites up and running is tough. Furthermore, creating unique content that will build followers is no easy task. The publishing business has always been highly competitive, and today it is even more so. There’s the proliferation of sites; the need to keep fresh material posted daily; and the very, very short attention span of the readers/visitors. There has been and will continue to be comings and goings of sites that run out of steam, money, staff and industry support. Think of each site as a face in the crowd seeking recognition and followers, turning to and fro in an increasingly fickle world.
Yet, despite it all, there are sites that are much more than thinly veiled shills and that share the joy of photography and keep the intense passion for tech and gear alive. Let’s face it, the marketing and retail sites have kept the sales flowing. And the informational sites keep the interest growing. Further, individual imaging sites have supplied inspiration and encouragement to the next generation of photo enthusiasts and professionals.
So, kudos to all who work in this arena, and best of luck. Right now, that’s how the word about what’s new and what’s coming up is broadcast. But most of all, it’s where the photo and imaging community gathers.
