A Photo Finish

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Eventually, Jackson sold his company and all of his negatives to the Detroit Photographic Company and became a full partner in the firm. He died in 1942; the Colorado Historical Society acquired the negatives in 1949.

The marketing parallels were "something I was conscious of," Paddock says with a laugh. "But I didn't want to overemphasize it, for a variety of reasons. I didn't want the pictures to be overwhelmed by the personalities -- although they probably are."

Fielder also is very aware that Jackson was out to make a profit as well as a pretty picture. And although he admits that his first goal is to "feed my family," he says his sales and marketing efforts will always take a backseat to his message about protecting and preserving Colorado's environment.

"If I can bring 10 percent to the bottom line, I'm doing well," he says. "But I'm not a profit-monger who's trying to milk this for every dime. I drew the line at placemats, mugs and T-shirts."

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Jonathan Shikes is a Denver native who writes about business and beer for Westword.
Contact: Jonathan Shikes