Each of the photographs in the Limited Edition Series have been limited to 500 in total number, this helps ensure that your investment in fine art remains that, an investment. By limiting the number released in this series, we ensure that your art will retain its value over time.

Dear Friends and Collectors, 11-11-03

I trust this letter finds you all well and doing good!

As I sit here writing this letter to you I am overwhelmed at the work before me. We are currently in the midst of opening another signature gallery based on the success of our first one in Sausalito, Ca. So as you might image life here at the studio has become somewhat chaotic. But, wow... what a ride!

[at the time of this writing there was only one Wilderness Collections Gallery, as of 2005, there are now 3 with two more scheduled to open by year end 2006.]

It's hard for me to put into words the compassion I feel towards all of you who have gotten me to this point. Your love of the work and open expressions & shared feelings toward me, are overwhelming. The letters & emails I receive telling me how wonderful the photographs make folks feel might help you understand why I continue to torture my body by carrying around 50+lbs of camera gear, for a single image that touches my soul. Believe me when I say the work is hard work, but I love it!

I am writing to you now to let you know of some fairly important changes that are about to happen. I know that this letter is a bit lengthy, please bare with me and read it in, its entirety, the bottom line is that it is worth the read.

Here we go...

Ansel Adams

Ansel Adams did not believe in limited editions for one simple reason, he felt that such marketing techniques created a sense of false scarcity. I too have long believed this & have even sited the fact that Ansel only sold some 350 photographs of the image that made him famous. And that he sold that many was amazing to me. I felt that there was no way that I would ever sell that many of a given photograph, even in a lifetime. And so I stood up on my soap box and told the world that limited editions were a joke, a marketing ploy, done by many with nothing more than the simple desire to sell works fast and with little or no ethics backing up their claims. The tomfoolery and lies surrounding limited editions disgusted me to no end.

How Many

LeeAnna & I sat down the other day and went over how many photographs have been purchased and taken home by folks over the years. We did it because we had no idea how many were actually out there. What we found shocked us both. Remember, I have only been working six years in this profession and some of my images, not all -- but indeed some, have passed Ansels' lifelong mark. Never in my wildest dreams did I think this could happen.

Continued Distinction

In March of this year Fuji Film listed me to their professional lecture series Talent Team. There are approximately some sixty or so folks on that list worldwide. I don't know if you have heard but last fall I was listed to Yahoo's Master of Photography listing. Other great photographers listed to that same list include: Ansel Adams (1902-1984), Edward Weston (1886-1958), Eliot Porter (1901-1990), Jerry Uelsmann (b. 1934) and Alfred Stieglitz (1864-1946) to name just a few. More than half of those listed have passed away; to be named to such a distinguished list is indeed an honor; to be named to such a list while still living is an even greater honor. These are two huge honors and I am very grateful to have been given such distinction among my peers.

Policy Change

We are about to make a major policy change here at The Lough Road. I never intended that there would be a ton of a given image in circulation and I never thought that I would ever have to worry about it. But I can see that it is indeed something that I will have to face and it is something that I will have to deal with. The increasing popularity of my work demands it. And as one of my collectors, someday, you would demand it.

Protecting Your Investment

Given that just about everyone knows how I feel about the topic of limited editions it should be understood that what is about to transpire is NOT being done for marketing purposes but rather to truly keep the numbers small, and to never let images get out of control as it appears they might just do and, of course, to protect your investment.

Our New Limited Edition Policy

- Original Vintage Photographs

These are hand printed traditional darkroom photographs. Those in existence will remain as they are, no more will be created. If you have one of these, then congratulations you now have a very rare piece.

- Artist Series - Fuji Crystal Archive (FCA)

A maximum 500 FCA's photographs, for each image, will be created in the following image sizes: 16x20, 20x25, 32x40, 40x50 and 50x62 INCLUSIVE OF SIZE (in other words only 500 across all these sizes.) After every 100 photographs are sold the price will increase 30%. Photographs will be made available loose, mounted, mounted & matted and/or framed.

Many of you have known me for many many years and know that what is being done here is an unprecedented act. Just to re-emphasize I never thought that my work would become this popular as to need to do such a thing as this. However my work has become very popular, THANK YOU!, and I simply wish to protect your faith in both me and the work that I am doing.

If you have any questions about this topic that has not been covered here please let us know and we will do our best to answer your question(s).

Until next time, take care and I'll...

See Ya on the Trail!

Rodney Lough Jr.