Education that Delivers Immediate Results

We've highlighted courses that explore the following areas because we think you'll find them most relevant to your work as a professional photographer: color management, camera RAW workflows, Adobe Photoshop, equipment and lighting selection, sales and marketing ideas, and so much more.

You are welcome to explore any part of the PMA 09 International Convention and Trade Show and its member association conferences to take advantage of other sessions that meet your specific business needs.

Professional Photography at PMA 09 (Opens new window)

See or print the sessions and events available for professional photographers in this interactive brochure.



Schedule by Day

Sunday, March 1Monday March 2Tuesday, March 3
Wednesday, March 4Thursday, March 5

Sunday March 1

2:00 p.m. - 3:10 p.m.
D11 Color Management 101 for Your Customer
Basic color management skills are essential to any professional workflow. These same skills should also be part of your customers’ workflow as well. What can you do to maximize efficiencies by teaching basic color management skills to your customers, while reducing headaches in your shop? This session offers practical tips to implement for getting your customers on the right track.
Speaker: Eric Magnussen, Left Dakota

2:00 p.m. - 3:10 p.m.
D13 Contact! How to Communicate and Connect With Clients
From the first point of contact, having the necessary communication skills can mean the difference between getting and developing relationships with customers or losing them. To satisfy customers, you must now, more than ever, thoroughly understand and use communication skills to your advantage. This program will give you practical and tangible ways to be proactive in winning over and keeping potential customers.
Speaker: Bob Losyk, Innovative Training Solutions Inc.

2:00 p.m. - 3:10 p.m.
D15 Wacky Ideas for Photo Stores
This session will not give you practical ideas for new products you can add into your product mix. This session may not even be remotely relevant to your current business. This session will, however, open your mind and highlight some of the coolest ideas using digital photography and how brick-and-mortar retailers can get involved. This will definitely be one of the most talked-about sessions at the DIMA Welcome Reception.
Speaker: Amit Gupta, Photojo

2:00 p.m. - 4:40 p.m.
CL1 Computer Lab: Black-and-White and Color Effects
Sponsored by Adobe, Wacom, and X-Rite
This fast-paced and fun class explores creative techniques for combining black-and white photography with the intrigue of color. You’ll learn how to create images to take the “so-so” to “spectacular” and how to provide added value services to make you stand out from your competition. Learn to control the color-to-grayscale conversion process; add soft-focus, romantic aura, and film grain effects; experiment with hand-colored and antique tinting techniques; and add high-key glows and other special effects. You may share access to an imaging workstation (up to three per workstation).
Speaker: Michael Ninness, Adobe Systems

3:30 p.m. - 4:40 p.m.
D16 5-Minute Print Enhancing Techniques
From sharpening to blurring, from color correction to duotones, from levels to curves, this session will take you through quick techniques to make the best print from your customers’ files. Bring your notepad and prepare your brain for a workout, because this session will move fast and furious.
Speaker: Lee Varis, Varis PhotoMedia

3:30 p.m. - 4:40 p.m.
D19 The Seven Rings of Photo Books
Photo books come in all shapes and sizes. Which shapes and sizes are best for your customers? What options are available for you to produce in-house versus outsourcing? This session will give you an accurate snapshot of the latest photo book options from the very low end to the super premium.
Speakers: John Lacagnina, ColorCentric Corp.; Josh Litwin, Memento Press

3:30 p.m. - 4:40 p.m.
D20 Green Screen Photography
Green screen technology is certainly not a new concept. There have been big advances in this technology, however, making it very easy for photographers and portrait studios to offer their clients a myriad of options, adding value to the experience and helping you stand out in your market. Take the practical steps outlined in this session back to your business and have fun while profits soar.
Speaker: Patrick Taylor, Pat Taylor Photography/ Digital Imaging

5:00 p.m. - 6:00 p.m.
DK1 Opening Keynote: Unlocking Cool

This presentation is a beginning-to-end exploration of how to leverage viral trends and methodical innovation to generate breakthrough ideas. It is visually engaging and packed with vivid examples, multimedia, and audience participation. Learn the importance of culture and customer obsession. Captivating micro trends will be revealed, providing a tool kit to filter ideas down to “clusters of inspiration.” You will walk away knowing how to articulate your messages for viral infection. (Traducción simultánea al Español)
Speaker: Jeremy Gutsche,

6:00 p.m. - 6:30 p.m.
DR1 First-Timer and New Member Reception
This special reception will give first-time DIMA attendees and new DIMA members a chance to get to know the DIMA board and staff. Find out how the association can serve your needs or just show up for the free food and drinks.

6:00 p.m. - 7:00 p.m.
DR DIMA Welcome Reception
Time to let your hair down and have a cocktail with old friends and meet some new ones, too. Talk about the amazing sessions or just give your brain a rest, but have a drink on us and wind down before exploring the many culinary options Las Vegas has to offer.

Monday March 2

6:00 a.m. - 9:30 p.m.
E7 PIEA Photo Safari
Zion National Park
Departs from Sahara Hotel
Tour Guide: Mark Olson, College of Southern Nevada

9:00 a.m. - 10:00 a.m.
SP11 Dance School Business
Learn everything you need to know about photographing dance schools. From booking the job through the shoot, you’ll understand the entire workflow process. We’ll also show you the latest products that are getting the parents and dance school owners excited!
Speaker: Mike A. Luter, Desktop Darkroom Inc.

9:00 a.m. - 10:00 a.m.
SP12 Wallet Swap II
Back by popular demand is the popular wallet swap session. Admission price to this session is to bring 100 wallet samples to share with other attendees. The more wallets you bring (to swap), the more wallets you get. Just think of the endless posing options you will receive.
Speaker: Jeff Gump, Gump’s Sports Photography

9:00 a.m. - 10:10 a.m.
D21 Tips and Advanced Techniques for Color Control
This session will cover how-to techniques to trouble shoot different color control issues for any output device. When a file does not render as expected, the problem lies in one of three areas: the file is bad, the RIP is not configured properly, or the printer/substrate is not performing properly. This session will cover a methodical process to determine not only where the problem is coming from but also great strategies to solve the problem.
Speaker: David Hunter, Pilot Marketing Group

9:00 a.m. - 11:40 a.m.
CL2 Computer Lab: Advanced Techniques With Adobe Photoshop CS4
Sponsored by Adobe, Wacom, and X-Rite
This workshop will focus on using adjustment layers, blending, masking, and luminosity selections for seamless, smooth-tone image enhancements. Participants will explore full tonal range blending control with RAW multi-exposure development and working with smart object layers as well as techniques for processing high dynamic range (HDR) images.
Speaker: Jerry Courvoisier, Santa FeWorkshops

9:10 a.m. - 10:10 a.m.
PG1 General Session: Talking to the End Customer
Our mom-and kids panel holds all the secrets. We’ll bring you the end customer – mom and the kids; you will learn what really motivates their purchase decisions for school portraits.
Moderator: Mike McNamara, The McNamara Report

10:15 a.m. - 11:45 a.m.
SP13 Controlling Outdoor Lighting
Learn state-of-the-art techniques from a lighting expert for controlling outdoor lighting – one of the most challenging setups.
Speaker: Randy Brister, RSBphoto

10:15 a.m. - 11:45 a.m.
SP14 Output – Full Service Digital Lab Versus the Do-It-Yourselfer
Output experts will cover both methods so you can determine what best suits your sports photography operation.
Speaker: John Pittman, Sport Stars Inc.

10:30 a.m. - 11:40 a.m.
D31 Turn Digital Photo Images Into Art Products
Learn how to offer your clientele some very unique options to turn their photos into works of art. This session will give you a recipe book, which includes techniques such as black-andwhite/ sepia/duotones, split tone, poster art technique, cross-processing look, Andy Warhol prints, print collage posters, and more.
Speakers: Stephen M. Burns, Chrome Allusion; Ben Willmore, Digital Mastery

10:30 a.m. - 11:40 a.m.
D32 Analyze Your Website and Implement Improvement
Think your website could use some help? Even with the best marketing, if your website is not easy to use, your potential customers won’t stick around to see what great products and services you offer. Website expert Dirk Knemeyer will not only analyze real-life photo imaging sites but will also give practical examples of how to improve and implement changes to your website. (Traducción simultánea al Español)
Speaker: Dirk Knemeyer, Involution Studios
Chairperson: Margaret Remy, Quick Prints

10:30 a.m. - 11:40 a.m.
D33 How to Give the Best Presentation of Your Life Whether presenting concepts to potential customers, chambers of commerce, or selling an idea, the best information can get lost in a mediocre presentation. This hands-on, fun-filled, interactive program will show you how to design and prepare a presentation.
Speaker: Bob Losyk, Innovative Training Solutions Inc.

10:30 a.m. - 11:40 a.m.
D34 Being Photographic: Digital Books and New Forms of Photographic Expression
The combination of digital photography, high-speed internet connectivity, and digital production color printing provides radical new possibilities for photographic expression that we have only begun to explore. Our first instinct is to use these new technologies to do things that we did with older technologies, only faster. But soon we begin to discover photography can break free from its traditional limits in ways we could never have imagined before the new technologies existed. This presentation describes a new body of experimental work challenging traditional notions about the nature of the relationship between photography and books.
Speaker: Frank Cost, Rochester Institute of Technology

10:30 a.m. - 11:40 a.m.
P11 School Photography Marketing Research Report
PMA Marketing Research reveals the latest trends and data occurring in the school photography industry. Find out where we’re heading with trends and with consumer behavior.
Speaker: Dimitrios Delis, PMA

10:30 a.m. - 11:40 a.m.
P12 Great Opportunities in Ecommerce
Sponsored by Fujifilm
To compete with the host of new online imaging businesses, more and more school portrait firms are dealing directly with consumers through the internet. What are the technological challenges of this new business model that must be overcome to drive revenue by reaching the customer online today and into the future?
Speaker: Bob Cavilla, UpWord Search Marketing

12:00 noon - 1:30 p.m.
LK1 Luncheon and Keynote: Photo Customers Trading Up
Michael Silverstein, senior vice president and executive officer of The Boston Consulting Group’s Office of the CEO, is an expert in consumer behavior, helping companies improve their value proposition and brand development. “Photo Customers Trading Up” explores the spending habits of middle-class America in what he calls the “new luxury phenomenon.” Silverstein discusses the emotional satisfaction consumers feel in paying premium prices for high-end products. (Traducción simultánea al Español)
Speaker: Michael Silverstein, The Boston Consulting Group

1:30 p.m. - 2:30 p.m.
D41 Inkjet and Beyond: Pushing the Boundaries of Fine-Art Printing
Explore some of the most innovative options for fine-art printing with Digital Atelier’s pioneering artists. The session will begin with some of the processes and products introduced in the groundbreaking book, “Digital Art Studio,” co-authored by Dorothy Simpson Krause and Bonny Lhotka. Then the session will move on to current work produced with lenticular imaging, CO2 laser engravers, and UV-cured flatbed printers. The presentation will also show processes covered in Lhotka‘s new DVD, “Inkjet Transfer Techniques: Gelatin and Gel Transfer Process for Alternative Photography and Fine Art” and Krause’s new book, “Book + Art: Handcrafting Artists’ Books.”
Speakers: Dorothy Simpson Krause, Digital Atelier; Bonny Lhotka, Digital Atelier

1:30 p.m. - 2:30 p.m.
D43 Storytelling as the New Business Platform
Custom products – photo books, calendars, collages, scrapbooks, and framed images – are story platforms. A platform can create an ecosystem – like the one built-up around Apple’s iPod® – to spur innovation beyond simple products. The iPod is more than a digital music player; it’s a collection of products, services, and “cool.” The storytelling platform can drive a similar opportunity.
Speaker: Glenn Omura, Ph.D., Michigan State University

1:30 p.m. - 2:30 p.m.
D45 Game-Changing Web 2.0 Technology
Web 2.0 has changed the way we interact with the internet and each other. New applications make the web more flexible and portable than we could have ever envisioned. New development platforms like Microsoft® Silverlight™ and Adobe® Air™ are allowing new imaging technologies to flourish. Find out how the imaging industry will be affected and how you can take advantage of this new paradigm.
Moderator: Paul Worthington, Future Image Inc.
Panelist: Vahe Kassardjian, Tripod Ventures

1:30 p.m. - 2:30 p.m.
P13 How to Build a Great Website
This fun presentation combines mainstream examples, like, with websites from the school portrait industry to demonstrate the basics of what makes a good or bad website. Learn practical and manageable steps to help any organization, even just a single person, take control and realize an outstanding website.
Speaker: Dirk Knemeyer, Involution Studios

1:30 p.m. - 2:30 p.m.
P14 Building a Winning Marketing Plan
In today’s competitive marketplace, it’s critical to have a consistent strategy for offering products and services in a way that outsells the competition. This session details the steps for writing a marketing plan, including what should be in it and how to execute the plan.
Speaker: Mitche Graf, Power Marketing 101

1:30 p.m. - 5:00 p.m.
CL3 Computer Lab: Skin – Skin – Skin!
Sponsored by Adobe, Wacom, and X-Rite
The greatest challenge for professional retouchers is to make a person’s skin flawless by concealing the imperfections, wrinkles, and sun damage. Learn the secrets the best retouchers use to create the flawless skin as seen in magazines and in advertisements. Additionally, this session will address working with a Wacom pressure sensitive tablet that allows you to apply the most refined retouching nuances.
Speaker: Katrin Eismann, School of Visual Arts

1:40 p.m. - 3:10 p.m.
SP15 Alternative Lighting Outside the Box
Proper lighting is a major ingredient for high-quality sports photography images. This session goes beyond “proper” to share some alternative lighting measures for enhancing final output.
Speaker: Ben Chen, SportsPixel

2:40 p.m. - 3:40 p.m.
D51 Color Management’s Greatest Hits
Sponsored by X-Rite
“Get exactly the color you need, every time, anywhere in the world.” That’s what X-Rite claims if you use the company’s suite of tools for imaging professionals. Find out how they can make that claim and what new tips and tricks there is for you. You will also get a first glimpse at the new products to be announced at PMA 09.
Speaker: Representative, X-Rite

2:40 p.m. - 3:40 p.m.
D52 Optimize Your Web Search Results
Sponsored by Fujifilm
Today’s generation is no longer letting their fingers do the walk- ing, unless we’re talking about keystrokes. Your customers are using the web to find you more and more, and the least you can do is let them find you. Go home with three things you can do tomorrow to make your business jump to the top of your customers’ searches. (Traducción simultánea al Español)
Speakers: Bob Cavilla, UpWord Search Marketing; Ian Epstein, Coremetrics

3:30 p.m. - 5:00 p.m.
SP17 Roundtable – Lighting, Action, Ancillary Products
This is the ultimate information exchange! This roundtable session gives you the opportunity to discuss the challenges and opportunities within three topic areas – lighting, action photography, and ancillary products.

4:00 p.m. - 5:00 p.m.
D61 RAW Process Software Options
Adobe Camera RAW (ACR) and Adobe® Lightroom® are the center of attention when it comes to RAW workflow, but there are several alternative RAW processing applications available. Learn what they are, their strengths and weaknesses, and how you can incorporate them in your own workflow.
Speaker: Lee Varis, Varis PhotoMedia

4:00 p.m. - 5:00 p.m.
D63 Marketing to Women: R.I.P.
Rest in peace, marketing to women. Long live the female customer! It’s time we start talking about the female customer as an individual rather than a member of a grandiose, impossible-to understand demographic. This session will peel back the layers of the stereotypical view of female customers to reveal the secret of successful marketing campaigns: talking to her with an understanding of her true needs.
Speaker: Michelle Miller, Wizard of Ads, Inc.

4:00 p.m. - 5:00 p.m.
P18 Customer Relationship Management (CRM)
Improve productivity by organizing contact information and customer communication more effectively. With all your contact details at your fingertips, you can focus on what’s important to your business: building stronger customer relationships and sales. Find out if a CRM program is right for your business.

4:00 p.m. - 5:00 p.m.
P19 Looking for a Photo Book Printer?
With so many options, features, speeds, consumable options, etc. in ink- and toner-based digital printers, where do you start when trying to make a decision? This session will outline some important things to ask when searching for the right solution for you.
Speakers: Jerry Pi, Photo Experts; Brian Segnit, Xerox

5:00 p.m. - 6:00 p.m.
PMA Welcome Reception
Reconnect with friends from around the world who share your excitement and anticipation about the opening of PMA 09 tomorrow! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

Tuesday March 3

8:00 a.m. - 8:50 a.m.
D71 Graphics Software You Should Know About
It’s not news to hear that Adobe® Photoshop® is the killer app among photo imaging software. However, you need to know the rest of the story. Three-dimensional applications for Photoshop, Illustrator®, Corel® Painter™, Lightzone, ArtRage, and many other innovative programs are out there being used for their unique characteristics. Also learn how to use them in conjunction to create a single vision. Step outside of the Photoshop box to create new looks. Attend this session to learn how.
Speaker: Stephen M. Burns, Chrome Allusion

8:00 a.m. - 8:50 a.m.
D74 Options for Canvas Printing
Inkjet printer? Check. Inkjet canvas? Check. Stretching system to deliver a beautiful finished product to the customer? … What? To add real value to your product and service mix, you must provide a turnkey solution. Canvas prints are a very good option, but what do you do with it after it’s printed? This session will explore a variety of options to finish canvas prints into true works of art.
Speaker: Randy Hufford, Institute of Visual Arts

8:00 a.m. - 8:50 a.m.
D75 The Next Evolution of Digital Printing
Inkjet and other dry printing technologies continue to evolve at amazing speeds. With the faster speeds and higher quality, digital printing is encroaching into markets traditionally reserved for long-run business. Hear from our panel of vendors about how tomorrow’s printing technology is going to change your business and what you can do about it now.
Panelists: Steve Hoover, Xerox; Glen Hopkins, HP

8:00 a.m. - 8:50 a.m.
P21 Marketing to Tweens/Teens
Social networks and video sharing … kids have embraced imaging in ways never expected. How can you capture their attention with online promotions? We’ll talk about viral marketing and how you can increase your brand awareness to the high school market.
Speaker: Paul Gillin, Paul Gillin Communications

8:00 a.m. - 8:50 a.m.
P23 Lighting for Digital
Digital photography, like film, still depends on light to record images. Small lighting power is now a good alternative, but you have to keep tight control on light quality and quantity. Discover simple explanations about light power and light control for optimal shooting and minimal postproduction steps.
Speaker: Jean-Francois O'Kane, The StudioCoach

8:00 a.m. - 8:50 a.m.
SP21 General Session: Win With Teamwork
Being a winner is not always about having the best players but having the players that play their best together. Teamwork is the ability to direct individual accomplishments toward organized objectives. It is the fuel that allows common people to attain uncommon results. You can throw money at all your problems if you want, but it doesn’t cost one thin dime to motivate each and every person within your organization to be their very best. Ultimately, it’s about getting our eleven to play better than their eleven.
Speaker: Terry Bowden, Television and Radio Analyst, Columnist, Yahoo! Sports

8:00 a.m. - 11:50 a.m.
CL4 Computer Lab Adobe Photoshop: Lightroom for Portrait Photographers
Sponsored by Adobe, Wacom, and X-Rite
In this hands-on session, learn how to use Adobe® Photoshop® Lightroom® to handle important production tasks such as importing, managing, developing, and showcasing portrait and wedding images. Specific topics include creating and applying develop settings to one or dozens of images; printing and presenting high-quality contact sheets and large-format prints; and organizing and preparing images for slide shows and web galleries. You may share access to an imaging workstation (up to three per workstation).
Speaker: Julieanne Kost, Adobe Systems

9:00 a.m. - 10:15 a.m.
PMA Official Business Session Keynote Dealing With Darwin: Breaking the Back of the Innovator’s Dilemma
Why is innovation such a challenge in established enterprises? Dr. Geoffrey Moore shows it is not because they cannot innovate. Instead, the trouble starts with a tendency to innovate in too many different dimensions at the same time and then comes to a head when they try to deploy their next-generation offerings, leveraging resources shared with their established franchises. Knowing these to be the real challenges, Moore then shows audiences how they can intervene to unblock the flow of innovation in their enterprises.
Simultaneous translations: Deutsch, Español, Français, and Português.
Speaker: Geoffrey Moore, Ph.D., TCG Advisors LLC
Free for all registration types; no ticket required.

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open

1:10 p.m. - 3:00 p.m.
SP23 Action Photography Up Close
Action photography is one of the most in-demand topics. Learn all the elements for a successful shoot in this high-impact session.
Speaker: Don Frankle,

2:00 p.m. - 4:00 p.m.
F21 Toot Your Own Horn! Part I
All businesses must have a total package to compete! Learn to put together a 15-second “elevator” speech, write a dynamic press release, and much more! Basics of networking and time management will be reviewed, and ideas for additional revenue avenues will be discussed. Participants may choose to explore further by taking Part II – a hands-on workshop.
Speaker: Genia Ward, Alexandria Art & Frame

2:00 p.m. - 5:50 p.m.
CL5 Computer Lab: The Creative Digital Darkroom
Sponsored by Adobe, Wacom, and X-Rite
This session provides a strategy and road map for working in the digital darkroom, covering committing to the image; preparing the file; knowing how and when to apply global and local tone, contrast, and color corrections; and adding the final polish and interpretation to your images. Specific skills addressed include: working non-destructively, reducing noise, how and when to sharpen, enhancing tone and contrast, quick and easy dodging and burning techniques, and adding personal significance with toning and textures. You may share access to an imaging workstation (up to three per workstation).
Speaker: Seán Duggan, Seán Duggan Photographics

4:15 p.m. - 6:15 p.m.
F31 Toot Your Own Horn! Part II
Learn the dynamics of writing a press release, and then write one! Participants will discuss, review, and refine these releases. Learn how to develop a media list and how to “court” the press. There will be multiple handouts, roundtable discussion, and questions. While Part I hits the highlights on many subjects, this class will go into far greater detail and is very hands-on. Participants must have taken Part I.
Speaker: Genia Ward, Alexandria Art & Frame

5:00 p.m. - 6:00 p.m.
PMA Get Acquainted Reception
Take this opportunity to connect faces with names and network with peers who are just as excited as you about the opening day of PMA 09. Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

6:00 p.m. - 8:30 p.m.
N2 How to Photograph Anyone
Working outdoors or in the studio, Clay Blackmore, a Canon Explorer of Light and a member of the elite Cameracraftsmen of America group, will show you how to harness the light and create beautiful images of men, women, children, families, brides, individuals, couples, and groups. Don’t miss this fun and engaging program for those who wish to learn how to create great portraits.
Speaker: Clay Blackmore, Clay Blackmore Photography
Tickets are $49 member/$99 non-member ($39 member/$89 non-member with the purchase of an All Conference Connection Pass).

6:00 p.m. - 8:30 p.m.
N3 How to Build a Great Website
This fun presentation uses lay terminology and combines mainstream examples, like, with photo-industry websites to show you what makes a good or bad website. We’ll provide a series of practical and manageable steps to help anyone take control and realize an outstanding website.
You’ll take away:
• Basics of good web design
• Examples of great web design
• A practical plan for having a great website
Speaker: Dirk Knemeyer, Involution Studios
Tickets are $49 member/$99 non-member ($39 member/$89 non-member with the purchase of an All Conference Connection Pass).

6:00 p.m. - 8:30 p.m.
N4 Workflow Automation With Adobe Photoshop and Bridge Tutorial
Sponsored by Adobe, Wacom, and X-Rite
This tutorial will show you the multitude of key features in Adobe Photoshop CS4 and Bridge to make your image processing more efficient. During this session, you’ll learn more productive techniques to build, customize, and apply Photoshop actions to many images and work with batching, image processor, and image variables to customize your workflow to speed up the tedious yet essential aspect of processing dozens to hundreds of images a day. You may share access to an imaging workstation (up to three per workstation).
Speaker: Michael Ninness, Adobe Systems
Tickets are $79 member/$109 non-member ($69 member/$99 non-member with the purchase of an All Conference Connection Pass).

7:00 p.m.
E10 Evening With an Artist – Featuring Jodi Cobb
Sponsored by Nikon
Jodi Cobb has received national and international acclaim for her work – from her stories for National Geographic magazine, including “21st-Century Slaves,” “The Enigma of Beauty,” and “This Thing Called Love,” to her coverage of China when it first reopened to the West. She was the first photographer to document the hidden lives of the women of Saudi Arabia, and she was the first woman to be named the White House Photographer of the Year. A world traveler (she had been around the world twice with her family by the time she was 12) and a storyteller for more than 20 years, she has photographed in more than 50 countries. Paperback copies of her book “Geisha: The Life, the Voices, the Art” will be available for purchase after her talk. Hardbound copies, which are currently out of print, will also be available.
Session Chair: Daniel Overturf, Southern Illinois University, Carbondale, Ill.
Free to all registrants; ticket required.

Wednesday March 4

8:00 a.m. - 8:50 a.m.
D81 Soft Proofing for the Perfect Print
One of the big issues in color management is how to make prints match your monitor. An accurate soft proofing system will save you hundreds of dollars in media and time. This session will cover Delta-E tolerance, viewing conditions, and setting up PS3 to accurately soft proof any media in your product line.
Speaker: Randy Hufford, Institute of Visual Arts

8:00 a.m. - 8:50 a.m.
D83 Turbo-Charge Small- Business Marketing With Social Media
A host of new online tools are now available that small business owners can use to showcase their expertise, find new customers, and build their businesses. Blogs, podcasts, digital video, and social networks are revolutionizing markets, offering business owners new ways to find and connect with customers around the world at little or no cost. This session introduces the most popular social media concepts and provides step-by-step advice on how to put them to work for your business.
Speaker: Paul Gillin, Paul Gillin Communications

8:00 a.m. - 8:50 a.m.
D84 How to Bind a Quality Hardcover Photo Book
This session covers the process involved in making a photo book from the stage of printed pages to a finished photo book. Attendees will learn the steps involved in producing a quality hardcover book from expert library binders who will discuss leaf attachment, trimming, rounding and backing, head-banding, case-making, foil stamping, casing-in, and building in.
Moderator: Debra S. Nolan, Hardcover Binders International
Panelists: Mark Hancock, Utah Bookbinding Co.; Paul Parisi, Acme Bookbinding; Suzanne Wiersma, Wallaceburg Bookbinding & Mfg. Co.

8:00 a.m. - 8:50 a.m.
P31 Digital Lighting, Exposure, and Color Controls With Will Crockett
Learn up-to-the-minute digital techniques on how to make your outdoor lighting, exposure, and color control as efficient as possible. Will Crockett from shares the shortcuts and lays out all the options on this challenging topic.
Speaker: Will Crockett,

8:00 a.m. - 8:50 a.m.
P32 Greening Your Business
There’s a lot of buzz these days about environmental performance, greening the supply chain, corporate responsibility, and carbon foot-printing. What do all these things mean and how do they apply to your business? Learn about a simple process for starting your journey toward becoming a sustainable company.
Speaker: Judy Zaczkowski, Envision Compliance

8:00 a.m. - 8:50 a.m.
P33 Seniors – The Ultimate Senior Portrait Experience
Keys to victory within the senior photography segment are covered within this hour-long session. Ralph Romaguera Sr. will share with you, step-by-step, how to provide the ultimate senior portrait experience.
Speaker: Ralph Romaguera Sr., Romaguera Photography

8:00 a.m. - 8:50 a.m.
P34 Portrait Techniques With Clay Blackmore
Clay Blackmore has proven methods for creating flattering images of anyone! You will leave knowing how to create marvelous portraits through highly innovative techniques.
Speaker: Clay Blackmore, Clay Blackmore Photography

8:00 a.m. - 8:50 a.m.
SP31 General Session: Sports Photography From a Sports Illustrated Perspective
Sports Illustrated Director of Photography Steve Fine shares his memorable experiences as a long-time professional sports photographer for the renowned international sports publication.
Speaker: Steve Fine, Sports Illustrated

8:00 a.m. - 11:50 a.m.
CL6 Computer Lab: Work Smart
Sponsored by Adobe, Wacom, and X-Rite
Imagine being able to edit an image and then days later being able to refine and adjust filter and adjustment settings! In this fast-paced session, you’ll learn to harness the power of Adobe Photoshop CS4 Smart Objects and Smart Filters to non-destructively process digital camera files and apply creative filter effects without ever changing a single pixel. You’ll discover more productive and flexible ways to construct and manage images with layers and complex effects by mastering smart objects, layer masks and groups, and blending modes.
Speaker: Julieanne Kost, Adobe Systems

9:00 a.m. - 10:15 a.m.
PMA Official Business Session Keynote: Thinking Through Disruptive Technologies
Michael Raynor is one of the world’s leading experts on disruption. In this presentation, he will explain the core principles of disruptive technologies and show how these ideas can help you think through the strategic implications of shifting information technology (IT) paradigms. The answer is to examine your firm’s strategy: ask yourself how you differentiate yourself from competitors, whom you are disrupting – or being disrupted by – and how you hope to compete in the future, and then you’ll be able to develop a truly strategic perspective on whatever else comes down the pike next.
Simultaneous translations: Deutsch, Español, Français, and Português.
Speaker: Michael Raynor, Deloitte Consulting LLP, Author, “The Innovator’s Solution” and “The Strategy Paradox”
Free for all registration types; no ticket required.

10:15 a.m. - 6:00 p.m.
Trade Exhibits Open

12:00 noon - 1:00 p.m.
SPL2 Lab-Sponsored Luncheon
Sports photographers will have an excellent opportunity to meet with lab owners and operators and learn about their photofinishing services during this information-packed lunch hour.

1:10 p.m. - 3:00 p.m.
SP32 On-Site Printing
On-site printing can lay the groundwork for lucrative impulse purchasing. Learn about the logistics from necessary output equipment to required personnel to point-of purchase display.
Speaker: Dennis Berry, Classic Image Photo

1:10 p.m. - 3:00 p.m.
SP33 HR Issues and Answers
This session will cover how to hire dependable personnel. Training photography skills is one thing, but teaching good sales techniques can be even more difficult.
Speaker: Pete Taylor, PPI Lab

2:00 p.m. - 5:50 p.m.
CL7 Computer Lab: Creative Portrait Retouching
Sponsored by Adobe, Wacom, and X-Rite
The whole point of retouching an image is to make it look like it was never retouched at all! This class will address improving skin texture, accentuating eyes, fine-tuning hair, applying digital makeup, and using creative effects to add depth and enhance the personality of your subjects. Working with real-world examples, you’ll also learn to apply body lifts and tucks, minimize uneven facial features, remove glass glare, and enhance clothing and backgrounds. You may share access to an imaging workstation (up to three per workstation).
Speaker: Jane Connor Ziser, Jane’s Media Art

6:00 p.m. - 7:00 p.m.
PMA President’s Reception
Relax with peers and share insights about your discoveries from PMA 09! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

Thursday March 5

8:00 a.m. - 9:15 a.m.
OBS3 PMA Official Business Session Breakfast Keynote: The Future of Online Communities and Commerce
Craig Newmark is the “Craig” of Craigslist and the founder of the non-commercial centralized network for worldwide urban and regional communities featuring classified advertisements with discussion boards. Craig speaks on the future of online community and commerce as one of its most successful innovators and practitioners. Called “the wizard of the local” by Time magazine, Craig was named to its 2005 Time 100. He was named Person of the Year at the 9th Annual Webby Awards, also in 2005.

Started in 1995 in Craig’s bedroom as a simple email exchange service, Craigslist now has around 10 billion page views per month, about 35 million unique visitors, and serves more than 550 cities in 55 countries. Craigslist was incorporated in 1999. As huge as Craigslist has become, it remains a model of modesty and community service. The Craigslist motto is “Give people a break” – a break from how difficult our lives are.
Simultaneous translations: Deutsch, Español, Français, and Português.
Speaker: Craig Newmark, Craigslist
Ticket required. Fee: $29 member/$39 non-member; no charge for All Conference Connection Pass registrants.

9:15 a.m. - 4:00 p.m.
Trade Exhibits Open

10:30 a.m. - 11:30 a.m.
700 Advantages and Disadvantages of Archival Storage Methods
Is there any advantage to using one digital image storage method versus another? What can be expected from digital image files in the future? Attend this session and get the latest information on this topic from the industry experts.
Speaker: Franziska Frey, Ph.D., Rochester Institute of Technology
Chairperson: Tom Kelly, Ritz Camera

12:00 noon
$1,000 Cash Drawing

1:00 p.m.
$1,000 Cash Drawing

2:00 p.m.
$1,000 Cash Drawing

3:00 p.m.
$1,000 Cash Drawing

4:00 p.m.
Parting Shot Reception
The closing reception for 2009, this is your opportunity to connect with your colleagues and exchange notes and insights on the newest products, emerging trends, and events. And be sure to stick around, the $10,000 Grand Prize cash drawing takes place at 4:15 p.m. sharp! Admission and two complimentary beverage tickets are included with full trade show registration or an All Conference Connection Pass.

4:15 p.m.
$10,000 Grand Prize Drawing
Someone could win big! Stick around and it might just be YOU! The drawing and announcement of the winning ticket holder is held at the Parting Shot Reception. All trade attendees with an All Conference Connection Pass or full trade show registration are eligible to win. Check your badge packet for the big win opportunity! Deposit ticket in the prize box located at the PMA Store.

You must be present to win. No stand ins allowed. PMA® officers, trustees, board members, member association board members, press, single day trade attendees, exhibitors, staff, their families, and employees are NOT eligible for the Grand Prize Drawing. All decisions at the drawing are final.


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