New Image Marketing Strategy Needed

Posted on 6/28/2016 by Jim Pickerell | Printable Version | Comments (1)

One of the biggest problems with stock photography licensing today is that there is often no clear logic behind why a higher price should be charged for one image and not another. In this article we explore how the industry's marketing strategy might be improved to generate more revenue for creators and distributors, as well as making the image search process more user friendly for customers.

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Copyright © 2016 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 301-461-7627, 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

Tom Zimberoff Posted Jul 1, 2016
Jim,

You've missed a more cogent solution to the problem you posed. The answer is data analytics.

All photographers are hired and paid OFF-line; STILL in the 21st century. If they can interact on the Web with their enterprise clients to electronically manage billings, deliveries, DAM, and payments, we can capture data that pegs the price of any given photograph to it's actual commercial value TO THE BUYER in realtime, transaction by transaction. This principle and its underlying technology applies not only to photographs (and videos) shot on assignment but also to continuously replenished residuals licensed as stock.

Forget about what a photographer thinks a photo is WORTH. That's nonsense in a marketplace context. Right now, both photographers and the incumbent stock photo vendors rely on guesswork to price pictures. What matters is individual profitability for photographers and affordability for the buyers. Everything else is noise.

This what we’re working on at Pixterity.

Cheers,

Tom Zimberoff

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