"Adorama's traditional core audience is serious hobbyists and professional photographers," notes AIRC editor Mason Resnick. "Over the last three months, we've devoted most of our editorial efforts towards beginners with our series '100 in 100,' which was completed yesterday. Now we want to turn our attention to the needs and interests of our professional friends."

The E-3 is Olympus's long-awaited flagship DSLR, and includes live image view, dust reduction, and image stabilization along with a body claimed to be dust and splash-proof. In the review, Joe Farace takes the camera into the field under demanding conditions and reports how it performed as well as image quality. The E-3 is significant because, at under $1,700, it is priced well below other pro cameras but offers a pro-camera feature set.

To read the review, go to http://www.adorama.com/Catalog.tpl?op=academy_new&article=121907.

Online photo magazine at a retail site?

AIRC - Adorama Imaging Resource Center (http://www.adorama.com/catalog.tpl?op=academy) is the choice destination for photographers at all levels of experience who want to improve their picture-taking and image-editing skills. AIRC has nearly 400 how-to photography articles, buying guides and picture-selling advice, as well as daily breaking news about the photography industry, written by a team of top photography experts.

Why would Adorama, a well-respected New York-based camera retailer, publish what is essentially an online photo magazine? For the same reason it has also partnered with the Perfect Picture School of Photography (http://www.ppsop.net) to offer online photography courses, and why it offers dozens of workshops for photographers on location in its store in New York's Photo District. "We believe the more information and knowledge we can provide, the more people will trust Adorama both as a reliable information source and as a place where they can feel comfortable buying their photographic gear," says Resnick.