P higher costs of colour reproduction have caused many advertisers head aches, the increase in the numbers of calendars using colour photography, particularly in Germany and Japan, tells its own story. To sum upthe development of colour has steadily gathered momentum in the last five years. When Walter Herdeg mounted an exhibition of big enlargements taken from advertising photographs for the 19,68 photokina, it caused some heated discussions about the place and the value of black- and-white and colour. Today, except in artistic shots where abstraction is a significant compositional factor, black-and-white photography has become little more than a makeshift adopted only where technical or financial considerations render it impossible to use colour. The biggest field open to black-and-white today is the daily press, where up to the present the only way of using colour has been to have recourse to a gravure supplement. Even here, however, change seems to be imminent. 480 There is a growing tendency to bring colour into the editorial partt paper by using the economical web offset printing process. As '|B| illustrated magazines, a start has been made in the advertisements Onoi again, then, advertising is the pace-maker and the harbinger coloured newspaper. The very big, financially secure publishing .1 are the first to spend millions on re-equipping their printing plant flq y fact that many photographic magazines still publish more black-andnUlA than colour is really only a question of expense. The modern photogphadi^ in fact has no alternative but to show his work in its true colours 3 a r. PHOTOGRAPH 7

Graphis de | 1973 | | page 46