Score one for the Toy Camera guys. While we’ve presented a series of reviews in the past few month covering self published books, Dan Zamudio in conjunction with Wicker Park Press have published “Chicago Neon Signs: Neighborhood and Downtown Landmarks through a Toy Camera.” Dan lives in Chicago, and Diana in hand, documented a series of Signs and popular locations in Black and White. Clean and simple in presentation, the 60 images themselves become the story. Aside from the introduction, there is no text. The photographs cover three sides of the city: Night images, Day images and a series of experimental ‘film noir’ inspired images, all of which will take you back to a simpler time, the days your grandparents romanticized about. A hot dog at Wolfy’s, coffee at Standee’s or the probably the most recognized image of Chicago- Wrigley Field. It’s a great book, and a great story. But an even better inspiration for all of us Toy Camera shooters, that publishers out there are taking note of our images, and are willing to present them as art in a published book.

Dan took a few minutes to chat a bit about the book and it’s progression from camera to print…

What made you choose the subject of your book?

I began by shooting pictures of the changing city. One of the first things I noticed was how rapidly the neon signs were vanishing.  I would see a sign then 2 days later it would be gone. It got to a point where I would see a sign then run home to get my camera. I would even fear the sign would be gone between the 10-15 minutes it took for me to returned with the camera. I have a fondness for the nostalgic look of the neon sign. Growing up in a suburb of Chicago I always longed for the excitement a city had to offer. The neon signs represent to me that energy and excitement of people everywhere, jazz clubs, movie theatres and restaurants, all of which my small town suburb lacked.

Why do you use Toy, or Plastic Cameras instead of newer Digital ones?

The toy camera is “back-to-the- basics” photography. Just point and click. No worrying about focus, or lighting or all the other things that weigh down the craft of just composing a picture. I like holding and looking at the long roll of film after it’s developed. Digital cameras to me feel a bit cold and to confusing. I like not knowing exactly what I’m going to get on film. It’s probably the only thing left that you don’t know instantly. It’s that element of surprise (good or disappointing) that keeps the toy camera interesting to me.

How easy was the process of creating your book, and working with a publisher
to get the book printed?

It was pretty easy. The images were already done and scanned when I pitched the idea to the publisher. The introduction to the book was nearly my entire cover (pitch) letter. I had a lot of input to the size of the book and lay out of the images.  This was the easiest book I’ve ever done. 

How happy were you with the results of the book’s printing?


Overall I’m pretty happy. My biggest issue was the misjudgment of the paper stock used. For me the pages are too thin and a shadow effect from the image on the other side of the page can be seen. The publisher is fixing that for the 2^nd printing. The 1^st printing was a small run of 500.  Since the recent articles in USA Today and the Chicago Tribune, the book has sold much quicker than expected.  A second printing has already been scheduled and a few other small issues are going to be fixed. I think the 2^nd printing will be stronger to me.

After going thru the process of creating this book page by page, would you do it again for another series of images?


Yes, we are in the planning process for another collection of Toy Camera images. The new book is a general focus on Chicago which will also include some neon signs and maybe a few images from my other experimental series.

What advice would you give someone who is trying to get their book
published?

The Chicago Neon Signs book is my 3^rd published book.  All of my books have been very niche markets. My advice is to focus on the right publisher for your type of book. Be realistic about  who will be interested in your book, not just “everybody”. Then find a publisher that does similar books. For instance, I read an article in a local paper about a book on Chicago Water Tanks. I looked up the publisher and discovered they were a small local company that was beginning to change their focus to Chicago themed books. I had been thinking about gather my neon sign images into a collection for possible book consideration and felt that this publisher may be interested in my idea. They were.


Any thoughts you’d like to add about the book and its images?

I hope this book is a starting point for people to think about what is being lost each time an older neon sign is removed. In a way, the neon signs and film photography share a common future. Both represent a way of life that is vanishing.  For neon signs it’s an old business or theatre that has been lost to the mall or the Cineplex’s and now the sign has no purpose. For film photography it’s the need to have the instant gratification of a digital image. Both can still play a vital and important role in these rapidly changing times. The Chicago Neon Sign is just a small step in how and why the two still exist.

Links:

• Wicker Park Press
• Sulzen Fine Art Studio, Chicago
• Dan’s Artist Statement
• Dan’s other Books on Amazon.com