Corbis 90% Discount Revisited

Posted on 10/15/2007 by Jim Pickerell | Printable Version | Comments (0)

The Corbis incentive program announced last week offers up to 90% discounts on RF images - with a few twists. The discounts are not for everyone, but only available to a targeted group of current customers.

With this offering, Corbis is reaching out to low-volume or lapsed customers in the U.S. and Canada who they want to revisit Corbis or purchase more images. Only those who have received the promotional email qualify. None of their high-volume customers qualify for this offer.

Customers may choose any of the RF images on the Corbis site, regardless of whether they are Corbis-owned images or provided by Image Partners. This type of promotion is allowed under Corbis' existing agreements with image partners. A Corbis spokesperson said: "Since this promotion is for such a targeted group of lower-volume clients, the higher discounts are intended to engage them and keep them coming back which will ultimately benefit our partners."

Discounts are substantial, although I believe the 90% in the promotion makes it sound larger than it actually is. If RF images are list priced at $230 and the customer buys one image every round, he will pay $644 for seven images that would normally cost $1,610. Many of these customers are probably not big users of images, so they may not have a use for five images every time they make a purchase. However, if the customer buys the maximum of five each round for a total of 35 images, he will pay $3,220 rather than $8,050. The image producers who lose big on this are those whose images happen to be chosen in the later rounds.

These discounts are certainly attractive enough that they should encourage customers who get the offer to check out Corbis first for future image requirements.

Corbis can expect to glean valuable information from this offering. Low-volume customers may purchase few images strictly according to need. Incentives are not going to drive them to buy more. After this promotion, Corbis should have a better sense of which customers need a few images annually, and which ones get many of their images from other sources. That enables Corbis to better target future marketing.

Because the end date of the promotion is open, Corbis can determine usage rates over several months, or, if there is massive use of the promotion and they feel it is costing too much, shut it off at any time with two-weeks notice. Given the way the offering is phrased, and because it is only available to specific customers, Corbis could end the promotion at different times for different customers.

One of the interesting things about this is that low-volume customers are getting a break. Everyone knows that high volume customers get discounts, sometimes very substantial ones. Some European customers have asked when the promotion will be extended to them. At this point there is no plan to offer it in Europe.

Copyright © 2007 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, 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:  


Be the first to comment below.

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