Digital photography is fast becoming a mainstream technology - it's no longer just a novelty. Digital photos are easier (and less expensive) to control and store than conventional photos. And the cost of digital cameras keeps dropping. Digital photography is a perfect fit for the rental business.

First let's understand what a digital camera is. A digital camera is basically a cross between a conventional film-based camera and a scanner. It uses a lens and a separate shutter to focus on an image. Instead of producing the image on film, it stores the image on a semiconductor chip called a CCD (change coupling device). This data is then passed onto an analog-to-digital converter (ADC) chip, compressed and then recorded on either built-in memory chips or a removable PC card.

No one claims digital images are as clear as 35 mm, but the pictures have a respectable resolution of at least 640 by 480 pixels or better, which is adequate for a wide range of applications. You can photograph your rental equipment, record the jobs you have done, take pictures of your employees, your showroom and counter and much, much more. The images are captured quickly and available immediately.

Digital photography originally had a hard time catching on because of the cost. Most of the quality cameras were well over $1,500. But today an excellent camera can be purchased for under $500 and an average quality camera may run $300 or less. There is still high-end equipment for those who want the very best toys, but for the purpose of the rental business, plan on spending around $400.

And remember, there is no need to buy film - ever. The images on a digital camera are downloaded directly to your PC (usually through a serial port). Once stored on the computer, they can be erased from the camera.

Another option is to purchase a camera with a removable memory card. This is great for vacations and off-site locations, when a computer is not available for downloading the stored images. When the card is filled, you simply remove it and replace it with another.

Then to transfer the pictures to your computer, simply insert the card into a processing device attached to your computer. The memory card can be erased and used over and over.

Now that your image is captured on the computer, the real fun begins. You can use specific software such as Paint Shop Pro, Adobe Photoshop, Microsoft Image composer or Corel Draw and many others to cut, crop, re-size, add borders, add text and create many other special effects.

This is where you really see what digital photography can do. Imagine being able to take a digital shot of, let's say, a backhoe, and then download a shot of President Clinton from the Internet. In just a few minutes, the president can be on your backhoe - a simple cut-and-paste operation. Or for you party people, how about having some famous people at your events?

This raises an ethical issue, too, of course: the system is capable of manipulating images however you like - the camera really can lie. So if you do play games with reality like this, just be sure no one can mistake your creation for truth.

Digital cameras aren't without flaws. Keep in mind that conventional film has had about 155 years to evolve and CCD technology has only been around for 10 years. A true color balance still has not been achieved. Many professional photographers have found it difficult to shoot digital photos. CCD works best in flat light or natural light, whereas film performs best in studio lighting. Also, digital cameras have a slight delay when you press the shutter button. The reason for this is that it takes time for the sensor in the camera to process the information. The snap time - the time it takes the camera to convert the image to digital form, compress and save it - may be anywhere from 4 to 9 seconds.

Camera costs vary depending on the bells and whistles they have - a microphone, for example, so you can annotate or identify the frame you shoot, or an LCD screen that doubles as a view finder and a preview of the frame. There's also removable or upgradable memory. Although these options are great, the presentation that you will need for your business newsletters, flyers and other desktop documents can easily be obtained by a medium- to low-cost camera.

Now that you are ready to move from film to a silicon chip, here are some suggestions for you.

• Brochure items. How about adding a color picture of that log splitter or punch fountain to your brochure? Besides simply being appealing to your customer, the images will give the customer a better sense of what the product looks like.

• Manufacturing problems. Let's say a piece of equipment breaks down. Take a picture of the part that is broken, then print it and fax or even e-mail it to the manufacturer for positive identification of the problem. It will help you avoid confusion and get the right part.

• Before and after shots. These are great to send to your customer - what his yard looked like before the tent went up, and then after the job is complete. These can also be put on your Web page, to show prospective clients what they can expect.

• Show off your work. Great for the brag book and at the counter. Show that nice trench your machine just dug at the construction site down the street. You can even create a screen saver to run continuously at your customer service area, showing your work or some of your products.

• Sales tools. How better to describe an item to a client than to show a photo of it? What's more, you can add technical data, operating instructions and safety features to the picture - a complete instruction file.

• Training. Take pictures of a task done in your warehouse or on a job site so you can explain it to current and future employees. If you see something that is wrong in your yard, photograph it and put in on the computer so everyone can see the problem and help get it corrected. This can be done instantly. Now you don't have to wait for the film to come back - you can deal with the problem while it's still fresh in mind.

• Newsletters. Pictures speak louder than words. Get photos of jobs, employees, yard, showroom, family members and new products that have just arrived, and use them to market your business.

• Invoicing identification. When you invoice your customer for that big tent job, superimpose a photo of the tent on the background of the invoice. That will make your bill stand out in the pack and you'll get paid quicker.

• Accident reporting. When an accident occurs, take a picture. Then e-mail it directly to the insurance company. The picture is stored on your computer for future reference.

• Customer service. As a rental store we want to look for new and innovative ways to provide quality customer service. This can be one of them. You can deliver a picture to a client on demand, without any wait or hassle, showing what you have to offer, past jobs, etc.

• Proposals. To impress that customer and get the job, use photos from other jobs. Photos can be stored and used over and over again. You can add the same photo to as many proposals as you like - just cut and paste, electronically.

• Show me what it's going to look like. Megan Jones-Holt and Matt Holt of Celebration Party Rentals, Clinton, N.J., are using digital photography to photograph the site where a tent will go, then downloading the photos onto either a PC in the office or a laptop at the customer's location. Then, with a combination of CAD and photo enhancement software, they show the client what the property will look like with various types of tents on it. What a sales tool!

• Web site. Good color photos will help attract people to your Web site.

OK, so what camera should you buy? The first rule of thumb is to buy one from a company in the camera business - image quality is the first priority.

Second, look for simplicity, ease of handling and tech support.

Third, do your homework; get the features you really need, and shop for the best buy; prices vary considerably.

Finally, keep in mind that new models are introduced often and many models are upgradable. Look carefully at what is available out there.

I am looking forward to seeing your photos. Send them to me via e-mail at tent_man@email.msn.com.