"Previously we were offering albums we knew our competitors were also offering, but we’ve realised we can use the album to separate us from our competitors." That quote from Nigel's interview with the Youngrens reflects Queensberry's key message to photographers and it got me thinking... A while ago I posted about album companies in trouble – and not hitching your own wagon to dying stars. Today I'm suggesting you be wary of the latest and greatest too ;) In the US and UK markets of 2000, Queensberry albums were revolutionary because we hand-made every album to order. That meant photographers, for the first time, could custom-design albums to suit their imagery ... and actually get them made. Another revolution quickly followed, what we now call digital albums, coffee table books, flush mounts, magazine albums, whatever. Both these "revolutions" were fruits of the digital revolution, an impossible dream come true! A constant stream of digital albums now progresses through our Bindery. Many of them are beautiful – and we feature some of them here. But... But a mindset has developed in some quarters that "digital albums, coffee table books, flush mounts, magazine albums" are all there is. Check out forums like DWF and notice how infrequently matted albums are mentioned, and how badly most album planning software handles them (generally via drag and drop templates). If you agree with the Queensberry Rules, that mindset represents a real opportunity for Queensberry clients and anyone else who believes in standing out from the crowd. And unfortunately for professional photographers, press books may be great but they're everywhere. What was unimaginable a decade ago is now commonplace. As you can tell from the number of start-ups and labs getting into the game, the downwardly spiralling prices, and the fact that any amateur and part-timer can now design and order the books themselves for very little money. So be careful building your business around press books, indeed any generic presentation. It could be a bit like saying that you want to join the crowd, not stand out from it, that you intend to compete on price, not quality and service. A mistake, in our opinion, especially if your goal is to build a long-term career. That doesn't mean there isn't a place for press books. There absolutely is. We live and compete in the real world. If I was a photographer I would offer them. Probably. But if they define your business you're competing with the bottom of the market, not the top. And that's a tough, crowded neighbourhood. Cheers, Ian