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I>KLI><MBO: G:<B>GM> Caso distinto es el de MĂłnica Bocardo, joven fotĂłgrafa que hace poco menos de un lustro iniciĂł un proyecto que se convertirĂ­a en su propia empresa, Postales Jaliscienses: “La idea me la dieron los padres de una ‘roomie’ que vivĂ­a conmigo. Son alemanes y, de visita en la ciudad, me hicieron ver que muchas imĂĄgenes de postales que se comercializan son de hace mucho tiempo y no hay de otros espacios o edificios recientes; ademĂĄs, conocĂ­an mi trabajo gracias a su hija y, como les gustaron, me sugirieron que las distribuyera de este modoâ€?. En el principio “no fue fĂĄcilâ€?, refiere la artista, “mi primer interĂŠs fue trabajar la artesanĂ­a, pero si deseaba verlo como un negocio debĂ­a ampliar mi campo de acciĂłn, por eso habĂ­a que abarcar el paisaje, la arquitectura y un poco la gastronomĂ­a. Lo primero fue elaborar mi propio catĂĄlogo e ir a visitar a impresores e imprentas; en lo que se refiera a orientaciĂłn, me ayudaron muchoâ€?. En estos tĂŠrminos, el nombre de su pequeĂąa empresa surgiĂł de manera natural, “querĂ­a abarcar to-

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do el Estado y no sĂłlo la zona metropolitana; de igual manera, me inclinĂŠ —por las caracterĂ­sticas del producto— por la impresiĂłn digital, porque permite producir en pequeĂąas cantidades con una buena calidad y, asĂ­, tener una mayor variedad de imĂĄgenes sin invertir demasiadoâ€?. Consciente de que el negocio de las postales “no es lo que eraâ€?, Bocardo seĂąala que “quizĂĄ lo que hizo falta fue evolucionar; la ciudad cambia y produce nuevas imĂĄgenes. Por supuesto, tuve mis dudas, pero al final uno no sabe el alcance que las postales pueden tener, su uso ha cambiado tambiĂŠn y hoy dĂ­a muchas personas —turistas nacionales, en especial— no las utilizan como ‘souvenir’, sino como una foto convencional, con la imagen que ellos no registraronâ€?. En palabras de la licenciada en Artes Visuales por la UdeG, “sĂłlo los turistas extranjeros siguen el ritual de la postal, esto es, que realmente la envĂ­an por correo; yo a veces creo que tambiĂŠn es porque existe mucha desconfianza en el servicio

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de correos que algunos consideran obsoletoâ€?. Postales Jaliscienses no se sustenta de forma exclusiva en las imĂĄgenes impresas, se ha diversificado en cuanto a lo que son sus puestos de distribuciĂłn que, ademĂĄs de los tradicionales (tiendas de ‘souvenir’ o puestos de periĂłdicos) ha optado por vender en sitios como tiendas de dulces tĂ­picos, cafĂŠs o bares; ademĂĄs, si su producciĂłn “no es masivaâ€?, destaca la joven emprendedora, el alcance no es despreciable y es posible adquirir sus postales no sĂłlo en la zona conurbada de Guadalajara y Tlaquepaque, sino en Vallarta, Tequila, Chapala, Ajijic, TeuchitlĂĄn, Melaque o Sayulita. “De dos aĂąos para acĂĄâ€?, detalla Bocardo, “la venta mejorĂł de manera considerable e hizo posible que pudiera ampliar los productos de ‘souvenir’, por lo que ahora no sĂłlo se distribuyen postales, sino llaveros, tequileros, imanes y hasta caballitosâ€?; a la fecha, su propĂłsito es “posicionar la marcaâ€? en que se ha ido convirtiendo su nombre.

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La triple crisis -

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