DIGITAL CAMERAS -- Photo Opp?

Cal Newby, director of Quad/Photo in Sussex, WI, points out that the printer actually entered the market by offering film-based photography services in the 1980s. The goal was to get a better handle on the relationship between real life and the printed sheet, he says.

Quad/Photo's adoption of digital capabilities was driven by a corporate challenge to cut 20 percent out of the print production cycle each year, Newby explains. Across the network, he estimates the company shoots 90 to 95 percent of its work digitally today, with on-figure fashion work and location shoots done conventionally. "Lighting is everything," he says, when it comes to getting the desired results from digital or conventional photography.