The Not-So-New Buzz of Localization

Posted on 10/8/2010 by Julia Dudnik Stern | Printable Version | Comments (2)

So localization as a marketing concept is not so new. For instance, in the American retail space—think big supermarkets—“buy local” went hyper-popular a couple of years ago, with big brands like Hannaford and ShopRite touting their support for local farms and produce. “Support your local business” has been around for a while as well. Now more than ever, image buyers are seeking images that resonate with particular communities and locations—but what does it really mean to the stock producer?

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Copyright © Julia Dudnik Stern. 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

Comments

John Lund Posted Oct 8, 2010
So True! Additionally, for stock photos I have always believed that perception is more important that reality. By that I mean an image that portrays a concept in a way we picture it to be is more effective than one that just shows reality.

John Lund

Mark Turner Posted Oct 8, 2010
The big exception to the "appearance" of any community is media and advertisers within the immediate geographic area. They care, but they usually don't have much budget. I do license local images occasionally but it's more often a service to the community than a real money-maker.

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