Earlier today, I dropped off the complete set of packages at the post office to fulfill orders from my recent iPhone at Macworld 2007 print offer. The production process took a lot longer than I ever thought possible and it seemed that most things that could go wrong did. It’s been a very long and tiring two weeks. Yet, at the end of of it all, I’m more inspired than ever to do this again and build on what I’ve learned—so much so that I’ve been thinking of this as “Edition Zero” and have been sorting out the lessons it has taught me.

The first lesson that there’s potential here. It might even be sustainable. The evidence of it is in the photo above showing all the packages I dropped off this morning sitting on the post office dock ready to go to destinations around the world—Australia, Norway, Sweden, Germany, France, Spain, and Lithuania off the top of my head—as well as all over the United States. That’s pretty awesome. Considering that every print sold was a result of people who either, like you, read this blog or see my tweets, I’m humbled. Thank you.
Now, I’m very aware of the fact that the particular image I chose for this edition has a particular significance. Did that skew the numbers? It’s hard to say. Yes, maybe it did. On the other hand, some of the people that were most vocal about encouraging me to put this print up for sale have been, and continue to be, vocal about their desire to see other photographs offered as prints. Furthermore, I’ve heard from more than a few people that while they appreciated the image I offered, they’d really rather have something else up on their wall.
The only way to find out if there’s really something sustainable here is to do it again and iterate. It certainly is a promising start, tho.
The second lesson is more cautionary. I made this offer as a time-limited one. I’ve watched other photographers, such as Ctein and Mike Johnston at the Online Photographer, do similar time-limited offers and have been intrigued by the notion. I touched on this in the Q&A for the offer but in a nutshell, I find the time-limited approach to be a nice conceptual fit for the digital world. It lets the artist focus their attention on producing the edition in whatever size the market demands and then moving on to their next project.
The devil in the details of this kind of offer, however, is fulfilling your part of the bargain by producing the full edition in a short enough period of time to be acceptable to customers. If you get a nice big slate of orders, you can celebrate good fortune, but then you’ve got to deliver. And deliver quickly and efficiently at the level of quality that you promised.
Now, I’ve made a bunch of prints over the years. It’s not like this was my first rodeo. But, it was my first at this kind of scale where a set of over a hundred high-quality prints needed to be produced in a limited timeframe. It’s like knowing how to cook a meal for four and then sorting out how to do it for a group of a hundred. Minor details that are irrelevant and complications that are easily worked around at a smaller scale become very relevant and even devastating at a larger scale.
This became brutally apparent when my Epson 3880 became as useful as a boat anchor in a grass field. It’s like having the shutter on your primary camera break during a major event. Without a backup, you’re in trouble. Luckily, my friend Rick LePage was more than happy to let me use his printers, including another 3880. Perfect! Just move the job over and keep going, right?
Not so quick. There are printers and then there are printers. The Epson 3880 is a damn fine machine and I’m quite happy with the prints that mine made—at least before things went south. But the same image and paper combination didn’t print so well on Rick’s 3880. Something about the way the star wheels on Rick’s printer is different than on mine and they were marking up the paper I was using. To be fair to the 3880, the image is a challenging one to print with big areas of very dark ink coverage. Furthermore, the paper I was using—Epson Exhibition Fiber—is not the most forgiving to use. No matter what we tried, however, the prints just weren’t up to snuff.
The plan B that looked so promising fizzled. Luckily, there was a plan C.
We pulled Rick’s big Epson 7900 out of storage and put it to work. The good news is that the Epson 7900 is one hell of a machine. If the Epson 3880 is like a Nikon D7000 or Canon 60D, the 7900 is like a Nikon D3S or Canon 1D. It’s a serious tool that has the oomph to get things done. Unfortunately, even the best tools get dusty in storage. Printers and dust don’t like each other very much and it took a while to get the beast’s paper path cleaned up. Along the way, I also changed papers to Hahnemühle FineArt Pearl. It has a more tolerant surface that made for an easier to produce print. As a bonus, the result ended up looking just a bit nicer to my eye.
Once things were going smoothly the prints that came off the 7900 are beautiful. Amazing. I can easily see the differences between how the 3880 and 7900 print, especially in the shadows and highlights. Even better, the 7900 is the kind of machine that you can push a zillion prints through in short order without a problem. It’s a thoroughbred that likes to run.
To go back to the camera analogy, the reason I shoot with a D3S is both how it handles situations on the edge—especially in low light—as well as its uncompromising ability to get the job done on the longest and most challenging days. It’s clear to me that a similar thought process is going to play a role in the near future as I consider doing more print editions. Do I need to step up to an Epson 4900 or a 7900? What’s my backup plan if something goes south again? The bigger printers have next-business day on-site service packages available. That could be very useful, indeed, if I’m in a similar situation in the future.
The third lesson I learned is how awesome customers can be. When it became obvious that I was going to miss the delivery expectation I had set during the offer, I sat down and composed an apology then emailed it out to everyone who purchased a print. I agonized over it. I was filled with trepidation as I sent it. I wondered if anybody was going to be disappointed enough to cancel their order or, even worse, would be pissed off. It turns out that my anxieties were unfounded. I heard back from many customers and while it was clear that they were looking forward to their prints arriving, they also had many kind words of encouragement and understanding.
Every line of business has a different feel to the customer-vendor relationship. I like the way this feels so far. Of course, it’ll take more iterations to really see how this plays out, but I like awesome customers. They are the type of people I want to make more things for.
Which brings me to the fourth and final lesson that I’ll share for now: I really like love doing this. Crafting something that goes from my hands directly into my customer’s hands is a wonderful feeling. Not only were my previous efforts at making prints available through a third party printer not as promising from a business standpoint, they also didn’t have the same awesome feeling.
Let’s do this again, shall we? Soon. Next time, however, I’m putting a color photograph up for sale. I need some chroma again in my life after looking at so many black and white prints.