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LC-A Big Book Chapter 24: Production of the LOMO LC-A is Resumed

Only two partners were not against the continued production of the LOMO LC-A. The photo production manager Olga Tsvetkova (the LOMO LC-A was her only product and passion) and Lazar Zalmanov from the PR department. As the only LOMO PLC intern, Lazar believed in the great marketing potential of Lomography and saw a unique possibility from this that the name LOMO PLC could be circulated throughout the world as beyond the Russian borders it was relatively unknown. But how could he make this hardened team of economists understand these “soft facts”?

In the meantime, in St Petersburg production of the LOMO LC-A resulted in the employment of a team of five economists who researched how to make production of the Lomo Kompakt Automat cheaper. Two major factors emerged; first, production in the halls of the then “Filiale” were re-transferred in the main building and integrated into an existing workshop. Second, 60 individual components were removed from the LOMO LCA because they served no purpose. These had been built in during the eighties to enable accessories to be attached (e.g. a motor drive, which was also included as an accessory on the Cosina CX-2).

The police like Lomography too.

Director Klebanov summoned a meeting and asked for the opinions of the individual departments. “Lomography is only a passing fad, and paying won’t do you any good!” disclosed the Head of Marketing. “It is too difficult to resume production, if anything the moulds of the individual components have already been lost, just like our old supplier!” declared the production department. “And furthermore, it is obvious that our fixed lines were sold off which clearly brought no financialprofit, but rather the opposite!” declared the economists of the company thereby upping the ante.

Only two partners were not against the continued production of the LOMO LC-A. The photo production manager Olga Tsvetkova (the LOMO LC-A was her only product and passion) and Lazar Zalmanov from the PR department. As the only LOMO PLC intern, Lazar believed in the great marketing potential of Lomography and saw a unique possibility from this that the name LOMO PLC could be circulated throughout the world as beyond the Russian borders it was relatively unknown. But how could he make this hardened team of economists understand these “soft facts”? The terms “PR and marketing value” were after all new concepts to the once socialist Russia. The astute Lazar came up with an idea. A few days before the meeting of spring 1997, where everything was finalized, he called Director Klebanov and arranged a weekend appointment. It just so happened that on this particular weekend he had a packet from his friends in Vienna with him, which contained press articles from 12 different countries and a video tape with TV shows all on the topic of Lomography. “This will provide me with a good argument to convince the Director of the marketing strength of Lomography” thought the PR Manager and showed the material to the Director General. This coup caused a turning point. Klebanov deemed that the material was convincing. He was also convinced of the marketing potential of Lomography and incidentally found the young people from Vienna to be very nice. In the face of the majority opposition of the secondary departments, he finally instructed the economists to recalculate production taking into account all possible and impossible changes. From then on the price of each camera became affordable for the Lomographers, and they committed themselves to a two year contract. As a result, production of the LOMO LC-A was resumed!

To celebrate the continuation of LOMO LC-A production, LOMO PLC dedicated a special edition of their internal company newspaper to Lomography in May 1996.

Have the full glory of the book here

written by ungrumpy

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This is the original article written in: English. It is also available in: Spanish & Italiano.