From The Publisher

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12 – April, 2024

By Tom Grabe

Advertising is an important part of the modern dog show environment, and it has been for the past half-century. The advent of desktop publishing and various advances over the past 30 years have allowed us to create ads for dogs that couldn’t even be imagined in the 1980s.

There are three components that comprise a successful ad–whether it is in print or online. You need great photos, something interesting to say and good design. If any of these components are missing, the ad will not reach its maximum potential to affect the reader.

Publishing a monthly publication along with a website that is constantly updated allows us to see hundreds of photos of dogs of various breeds each month. Some photos are incredible, others good and a few that, well, could use a little help. Technological advances in photography have allowed everyone with a phone or reasonably priced camera to be a photographer. Whether amateur or professional, the quality of the end product is a direct reflection on the ability of the person poking the button. You know the old adage, “A good mechanic doesn’t blame his tools.”

There are many reasons a photo can be classified as great, good or bad. Color and sharpness are just the beginning. The background is important as is the foreground. Do the elements surrounding the main focus–in this case the dog–add or subtract to the entire composition?

Click here to read the complete article
12 – April, 2024

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