The Imaging Alliance Merges Assets of PMDA and PMAI

New Organization Formed to Represent Needs of Rapidly Changing Industry


Woodbury, NY—The PhotoImaging Manufacturers and Distributors Association (PMDA) announced the formation of a new industry association, the Imaging Alliance. The organization brings together critical assets of two venerable photo industry trade associations: PMDA, formed in 1934; and the Photo Marketing Association International (PMAI), founded in 1928.

It is the Imaging Alliance’s goal to more efficiently represent the evolving needs of the imaging industry. The industry has seen dramatic change in the last decade, including the rise of innovative companies in image-based businesses.

The nonprofit organization dedicated to developing and advancing the imaging industry through education, events, philanthropic activities and industry research. The Alliance will continue to support initiatives of both associations.

These initiatives include PMDA’s Portraits of Love program, which provides professional photographic services to those in need. Also carrying over is PMDA’s Saluting Photographers Who Give Back, an annual event that celebrates photographers who use their talents and the power of imaging to help others.

The Imaging Alliance will offer primary and secondary research reports and findings to its members, as PMAI has long done. It will also leverage PMAI’s existing, significant web content and continue such conferences as the InnovationNow summit.

Jim Malcolm

PMDA’s president, Jim Malcolm, the CEO of Xiality Group, is president of the new organization. PMDA’s executive director, Jerry Grossman, who is editor in chief of Digital Imaging Reporter, is now the executive director of the Imaging Alliance. Gabrielle Mullinax of Fullerton Photographics, Inc., who was PMAI president, will be an advisor to the Imaging Alliance board.

“We formed the Imaging Alliance to best serve a stronger, bolder and more diverse industry. We will be bringing together an incredibly broad spectrum of companies that offer products, services and applications. And we will promote the growth and development of the imaging industry at large,” said Malcolm.

“Over the last decade, the photo industry has forever changed, and so must the trade organizations that serve it,” he continued. “A new structure, mission and vision are necessary to support a diverse industry and inspire involvement of a broad range of participants.”

“We are seeing a shift to new technologies, like virtual and augmented reality and a host of new applications from both new entrants as well as familiar market players,” added Mullinax. “As the Imaging Alliance, we can embrace this revolution with an industry association that reflects and meets the needs of all participants.”

The Imaging Alliance Membership

PMDA and PMAI members in good standing will automatically become members of the Imaging Alliance for the remainder of 2016.

The Alliance is also soliciting new members. It welcomes companies from the growing spectrum that offer hardware, software, online services and applications. As well as from retailers, photographers and media representatives who service the imaging industry.