The torch is passed from father to son. As photography's popularity among the masses grew, so did National Camera Exchange. When Herman Liss semi-retired in the mid 1940s, his son, Morton Liss, an avid photography buff, took over the reigns of National Camera, and with it, his father's ideals. In 1960, Morton Liss relocated the original store to Golden Valley MN, a suburb 8 miles west of downtown Minneapolis. It was during Mortons tenure as president that National Camera Exchange became an important dealer of audio-visual equipment, selling to industry and schools in Minnesota. Products included 16 mm sound projectors, slide projectors, overhead projectors, projection screens and tape reproducing machines. Morton added telescopes and binoculars to National Camera's shelves and when video emerged on the scene in the 1960s, National Camera was on the forefront with video products as well. Morton also hosted a "National Camera Exchange" television show every Sunday morning, where the latest in photography was discussed and displayed for the local community.History repeats itself as another Liss takes charge.
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Since 1914, the optical specialists at National Camera Exchange have offered expert advice and an extensive selection of binoculars to meet your needs. Be sure to check out the buying guides, comparison charts, links and tips we've included to make your shopping easier, or simply call 1.877.600.4497 to reach one of our binocular experts! |
