Projecting an image and getting a competitive edge Using a medium format camera separates a photographer from the competition by making a statement about status that demands respect. With today's auto-everything 35mm SLRs, anybody can buy one and call themselves a photographer. Using a medium format camera makes a statement about the photographer's level of accomplishment and investment in their profession. The pro seen using a medium format camera creates a perceived image of being more sophisticated and technically superior - and the results prove it. Assignment editors and art directors demand the largest possible original.
Many picture editors demand larger originals for increased sharpness and color saturation.
They know medium format images will stand up to reproduction for cover shots and double page spread layouts. And for large national ad campaigns that might encompass print media, brochures and even billboards, a larger original will hold up better for a variety of reproduction demands. Larger stock originals command higher revenue and when editors and art directors have a choice, they will always opt for the higher quality of larger format results. Not responsible for typographical errors.