The Steinmuellers Try 'Print It Yourself'
In a move that is either brilliant or foolish but innovative in either case, Uwe and Bettina Steinmueller are attempting a new way of selling fine-art photography: "Print It Yourself." For less than half the cost of their already reasonably-priced prints, their idea is that you will purchase just the file of the picture from them, along with a license to make one fine print for yourself. (You also get to make trial runs and test prints, of course.) "These days many of our readers have the same printers that we use to print portfolio prints," they reason. "The direct printing process is not that complicated if you know the basics about today's inkjet printers."
Many fine-art printmakers will quail at the idea of letting go of this crucial part of the process—but perhaps many serious amateurs who are heavily into printing will slaver at the opportunity to try their own interpretations. Who knows? In any case, it's certainly an interesting and thought-provoking idea.
Posted by: MIKE JOHNSTON