LAKE MILLS, Iowa – Digital technology is the new frontier of photography, and it continues to change and expand every year.

Thursday, April 05, 2001

LAKE MILLS, Iowa – Digital technology is the new frontier of photography, and it continues to change and expand every year. Photographer Patty Jo Sanderson of John Carlson Photography in Lake Mills said she is determined to keep up with the changes.

Though she still shoots traditional film for weddings, her studio portraits are done digitally from start to finish. Together with associate photographer Jared Paulson, Sanderson will shoot every high school senior portrait from behind a digital camera.

&uot;We basically debuted the system last year, and it went over well,&uot; Sanderson said. &uot;This year we’ve made a commitment to it.&uot;

With some recent computer upgrades, Sanderson said her Kodak digital system offers instant gratification to the 400 high school seniors she will photograph in the coming months. Before a session is complete, Sanderson can give them a complete list of glossy prints in a variety of sizes.

&uot;I really promote it, because people don’t like to wait. They don’t have to wait a week or try to remember what they saw on a screen,&uot; Sanderson said.

Most studios are either thinking about going digital or have already begun the transition, Sanderson said.

But, while she has made a huge investment in the printing end of the process enabling her to instantly process her own work, most studios still depend on outside labs for proofs and final prints.

Digital photography also gives Sanderson hundreds of options for backgrounds, props and labels. Each customer can be photographed with popular styles, and Sanderson is busy designing custom backdrops. She can also offer postcards, calendars and announcements, all made in-house with her Kodak printing system.

&uot;We don’t believe in assembly-line photography, and the digital system gives us more options. It lets us be more creative,&uot; Sanderson said. &uot;We try to individualize every senior portrait.&uot;

With more than $40,000 invested so far, along with many hours of fine-tuning, Sanderson said she has finally mastered the system. The image resolution and color management is finally in line with film, she said.

&uot;The learning curve in digital photography is pretty steep. I’ve had to rethink the way I think behind the camera,&uot; Sanderson said.

She continues to take trips in the off-season to professional photography conferences and workshops to learn new techniques and solve technical problems. Sanderson expects the technology to improve every year.

&uot;I’m really happy with the system we have in place right now, but I know things will keep changing. We’re going to stay on top of it,&uot; Sanderson said.

Even with all the advances of digital technology, Sanderson said the key to running a good studio is taking a good image and satisfying the customer.

&uot;You can never replace a good photographer with technology. You still have to know how to get the best out of a shoot and how to capture the personality of your subject,&uot; Sanderson said.