Published 12/20/07

Clear Image Photo announces reorganization

The photography industry has undergone a revolution over the past ten years, and Clear Image Photography at 9023 State Avenue in Marysville has evolved to keep pace with the changes. With the steady decline in photo print customers, however, president Joe Gogal said, “It’s time for a major reorganization of the business.”

The changes will be painful for some loyal customers and employees, but necessary for the company’s survival. Clear Image’s One-Hour Photo shop and retail store will close on December 24.

At its peak, the local company operated five stores and processed 800 rolls of film per day. With all but the Marysville store closed, the largest daily volume this year was 50 rolls of film.

The local company has proactively changed to accommodate the shifting market. As digital photography gained widespread popularity, “most of the processing industry felt they were doomed by 2000,” said Gogal. Clear Image began to expand its portrait work and retail sales to compensate for declining processing orders.

“It’s estimated that people now take twelve times as many photos as they did with film cameras,” explained Gogal, “but the number of images printed at a commercial level is miniscule. Photography is now an electronic medium.”

Casual photographers can take hundreds of photos, but may decide to print only three or four on their affordably-priced photo printers. However, the cost of home-based print materials is somewhat deceiving, said Gogal. “Consumer photo printer ink, like HP’s cartridges, costs about $11,000 a gallon.”

Restructuring the business will mean a more defined focus on studio sittings and off-site photography including sports teams and corporate functions. Gogal calls the new business plan “capture and print.”

“Technology forces businesses to adapt. Think about matchbooks. Since the Bic lighter was introduced, how many matchbooks do you see these days? They used to be a staple of our culture, and now they’re gone,” said Gogal.

With the restructure, long-time employees Marge Gogal and Denise Wesley will be leaving the company. Daniel Jolly, vice-president of operations, will manage the photo studio while Gogal oversees the business.

An open house is planned for the last day of business, December 24, and customers are invited to drop by and visit with Marge and Denise. Clear Image is also offering substantial discounts to liquidate its retail inventory.

The business will be closed the week between Christmas and New Year’s Day to redecorate and revitalize the space, and will reopen January 2 with a fresh approach and renewed sense of purpose.