From Film to Digital: An Industry Evolution with Jerry Grossman, Digital Imaging Reporter

One unexpected phone call changed Jerry Grossman‘s career path forever, moving him from advertising Charmin toilet paper to promoting Nikon cameras—a shift that would place him at ground zero of photography’s most transformative era. The International Photographic Council (IPC) will host its annual IPC Hall of Fame and Professional Photographer Achievement Awards Luncheon on May 14, 2025. The IPC Service Award honoree, Jerry Grossman is co-owner and Editor-in-Chief of Digital Imaging Reporter.

In this nostalgic yet insightful conversation,  Grossman takes us through his remarkable journey from Nikon’s communications manager to co-founder of Digital Imaging Reporter, sharing firsthand experiences of seismic industry shifts. Remember when digital images were dismissed as inferior to film? Or when increasing from 2 to 3 megapixels was revolutionary? Grossman was there, watching skepticism transform into acceptance as technology rapidly evolved.

The digital revolution brought extraordinary challenges. Camera companies simultaneously sold film cameras while developing digital alternatives, all while the internet emerged as a mysterious new frontier. Grossman recalls being suddenly appointed “Vice President of Internet Development” with the mandate to create Nikon’s first website, when most people couldn’t even define what a website was.

The digital revolution brought extraordinary challenges. Camera companies simultaneously sold film cameras while developing digital alternatives, all while the internet emerged as a mysterious new frontier. Grossman recalls being suddenly appointed “Vice President of Internet Development” with the mandate to create Nikon’s first website, when most people couldn’t even define what a website was.

Perhaps most fascinating is Grossman’s perspective on today’s photography landscape. After smartphones decimated the point-and-shoot market, he’s witnessing Gen Z ironically returning to these cameras because “iPhone pictures are too perfect.” This quest for authenticity also drives film’s resurgence, highlighting how creativity remains the industry’s beating heart despite technological disruption.

Beyond the technology, Grossman’s stories reveal the deep personal connections formed across competing companies. Through industry associations like PMDA and the Imaging Alliance, even fierce rivals could “put their swords down” to celebrate their shared passion for visual storytelling.