Choosing a Marketing Strategy in 2009

Posted on 1/5/2009 by Jim Pickerell | Printable Version | Comments (2)

This year, should photographers market new images as rights-managed, traditional royalty-free or microstock? It likely will not make a whole lot of difference.


Get the Full Article (2 Credits)

Have an Account?

Access to this site is an exclusive benefit for you. Enter your username and password in the form above. If you don't remember your password you can reset it at any time.


Forgot your password?

New to Selling Stock?

Selling Stock is a subscription based on-line newsletter that reports on developing trends in the stock photo industry. It is updated at least twice a month. On-line subscribers receive e-mail notification whenever new stories are posted. Archives containing stories going back to late 1995 are fully available to subscribers.


Copyright © 2009 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-251-0720, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of www.selling-stock.com, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to: http://www.jimpickerell.com/Curriculum-Vitae.aspx.  

Comments

  • Gerard Fritz Posted Jan 5, 2009
    Jim,
    You rarely include Rights-Ready in these sorts of commparisons, probably because it is a very small percentage. Are you getting any feedback on RR viability or relative sales data?

  • Leslie Hughes Posted Jan 19, 2009
    Jim,
    I just got around to reading this and had to comment. It always matters what strategy one employs to sell product and to determine what product to sell. The issue is marketing - to whom will we sell and how are we going to increase customers? How do we get the current ones to buy more and get more new customers?

    Each photographer needs to consider what they are shooting and determine the best strategy for THEIR work. This could be a broad distribution approach and getting lots of work into lots of agencies. This approach takes a lot of time and effort not only in shooting but in working with those agencies to stay top of mind, being in front of the editors to make sure they know the work, prepping the images, pre-editing, and following up to ensure the images can be found in the search tools, are loaded with the correct data, etc... One must manage these relationships to make them valuable. Or take a more targeted approach and select a few boutique or market-oriented partners. Ask them to commit. This is harder today but still possible depending on the type of content being shot. It still takes work, a plan and focus. The licensing model (RM, RF, RR, Micro..) is part of the strategy and frankly, depends on where one is able to grow their customers more than where Getty or Corbis or anyone else is going to grow. Some photographers will choose to focus on one type of licensing and grow extremely well because they will target their work specifically and well against the needs of the market that is most served by that model. Others will focus on creating content that is driven by the subject matter - the latter approach can often be sold under many licensing models and do extremely well, as we all know. If prolific, they may want to sell into micro and go for volume - if they have high costs, they may want to build a strategy that offers something unique and hard to replace to customers who are willing to pay... But - the point is that strategy always matters if you are to grow your business.

Post Comment

You must log in to post comments.

Stay Connected

Sign up to receive our FREE weekly email listing new stories posted.

Follow Us

Free Stuff

Recent Stories – Summer 2016
If you’ve been shooting all summer and haven’t had time to keep up with your reading here are links to a few stories you might want to check out as we move into the fall. To begin, be sure to complet...
Read More
Corbis Acquisition by VCG/Getty Images
This story provides links to several stories that relate to the Visual China Group (VCG) acquisition of Corbis and the role Getty Images has been assigned in the transfer of Corbis assets to the Gett...
Read More
Finding The Right Image
Many think search will be solved with better Metadata. While metadata is important, there are limits to how far it can take the customer toward finding the right piece of content. This story provides...
Read More
Where Is The Stock Photo Industry Headed?
For new readers, or those who may have missed some of what I have written over the last few months, the following are a list of stories worth looking at to get a sense of where the industry is headed.
Read More
Photography As A Career
It’s that time of year when high school seniors are waiting for college acceptance letters and thinking about future careers. If you know someone who is thinking about photography as a career you mig...
Read More
2014 Stories You May Have Missed
For many the end of the year is a time to review past experiences and consider whether it makes sense to chart a new course in the year ahead. Stock photography has changed dramatically for professio...
Read More
More Stories In 2014 You May Have Missed
Every so often I put together a list of the most important stories we’ve published in the recent past. If you are engaged in the business of stock photography the links below are to stories that we’v...
Read More
Getty: A Three Month Review
In all the excitement about 35 million FREE images it is worth looking back at some of things that have been happening at Getty Images in the last three months. After watching revenue decline for the...
Read More
State Of Stock Photo Industry: 2013
If you’re looking for an overview of the state of the stock photo industry as of October 2013 the stories listed below are a good place to start. Regular readers of Selling-Stock will have seen all t...
Read More
Education Market Shifts To Digital
If supplying pictures for educational use is a significant part of your business plan you need to be aware of how the market is trending toward digital delivery and how that is likely to affect the p...
Read More

More from Free Stuff