Now is a good time to avoid expenses in order to weather the current recession. Putting-off purchasing new gear is good way conserve cash. But sometimes you just need that lens, extra body or set of lights for an assignment or personal work.
Instead of buying, or even renting what you need, consider borrowing gear from another photographer. Arrange to swap an inventory list with other photographers you know who would be willing to loan you gear, or perhaps rent it to you for you a nominal fee.
Most photographers have a substantial amount of gear that they only use occasionally. And in these lean times, even gear that has been regularly used might be available.
Of course there is always inconvenience and risk when borrowing gear from, or loaning gear to, another photographer. But the savings can be substantial, and the money saved can be put towards funding more aggressive marketing.
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