Marketing

Is Marketing Changing?

By Jim Pickerell | 244 Words | Posted 10/16/2018 | Comments
One advertising trend to watch that could have a major impact on the demand for stock photography is the use of “customer stories” to market products and services. Recently at a Dreamforce conference Stephanie Buscemi, Chief Marketing Officer at Salesforce said, “We’ve eradicated stock photography. In the marketing organization, using stock photography is one way not to have a job. We always use customers.”

Beer Stock

By Jim Pickerell | 681 Words | Posted 7/30/2018 | Comments
According to The Takeout Anheuser-Busch has launched two Royalty Free collections of stock images featuring properly served beer, with diverse consumers and brewers, and myriad beer styles all found in contemporary settings on the free sites Pexels and Unsplash.

Who Are The Users Of Stock Photography?

By Jim Pickerell | 597 Words | Posted 7/27/2018 | Comments
I was asked recently if I had a breakdown of the stock images uses by various categories of industry users. The answer is NO, and as far as I know no one else has done that type of analysis. However, it occurred to me that it might be useful to develop some broad general ideas of what the breakdowns might be.

Adobe Visual Trends

By Jim Pickerell | 373 Words | Posted 7/19/2018 | Comments
Adobe just released its latest 2018 visual trend, “Creative Reality,” exploring surreal utopias and vibrant color palettes as well as the ways artists are reflecting this new day-glow-infused reality in their work. From art exhibits on Burning Man to immersive projects like Summerland, artists are creating new worlds filled with eccentric textures and hyper-sensorial experiences.

What To Shoot

By Jim Pickerell | 738 Words | Posted 7/18/2018 | Comments
After reading last weeks stories Are Photographers Shooting What’s In Demand? and What To Shoot: Learning From iStock a photographer sent the following:
    ...shoot what stirs your mind...
    ...shoot what you think others might not...
    ...shoot what you believe you're good at...
    ...shoot what's reasonably accessible...

    ...that's all...bye-bye now...

Globe Photos Resurrected As Fine Art Offering

By Jim Pickerell | 475 Words | Posted 7/5/2018 | Comments
From the 1940s through the 80s and 90s Globe Photos, Inc. was widely regarded by newspapers and magazines as a leading source for celebrity images. As other competitors entered the market Globe’s popularity faded, but they still have photographers covering red carpet events on a daily basis in Hollywood and New York. In recent years Globe Photos was one of 12 archives acquired by Capital Art, Inc., the world’s largest pop culture and image licensing company with more than 15 million images of every movie and entertainment celebrity of the 20th century.

Disrupting Stock Photography

By Jim Pickerell | 821 Words | Posted 6/14/2018 | Comments
Tom Zimberoff has written a very long and detailed story on Distrupting Stock Photography which makes some strong points about how the industry got to where it is today. Toward the end of his report he outlines a new business model which he calls “Business Made Easy For Photographers.”

Sandoval To Manage New & Press Business Development For agefotostock

By Jim Pickerell | 403 Words | Posted 5/25/2018 | Comments
agefotostock has appointed Yolanda Sandoval as Business Development Manager for the News & Press area of the company following the launch of their new website that simplifies their business into three primary business areas, Press, Creative and Economic imagery. Economic imagery was formerly referred to as Creative Stock photography. Sandoval will work out of the Madrid office.

IBM Watson To Improve Shutterstock Search

By Jim Pickerell | 301 Words | Posted 5/18/2018 | Comments
Shutterstock is enlisting the help of IBM’s Watson AI technology to make it easier for marketers to find images, videos, and music tracks. The company announced today that its library of more than 200 million assets will become available in July through the Watson Content Hub, a cloud-based management system designed to aid in the creation of websites, apps, billboards, and more.

agefotostock Divides Website Into News, Creative And Microstock

By Jim Pickerell | 729 Words | Posted 5/17/2018 | Comments
When one analyzes the market for images, it is easy to see that the stock photography business seems to be classified into three image groups that clients can browse and license. Press and news images, creative photographs and a mountain of other visual content that goes from cheap to very cheap, defined as Microstock, although if we want to go lower on pricing, we can also find masses of free pictures from unknown, if not desperate authors, produced to generate internet traffic.

Do We Need Floor Prices?

By Jim Pickerell | 847 Words | Posted 5/15/2018 | Comments
A reader agreed with the lead in “Escalating Price Based On Demand” that few photographers understand what they should charge for their work, but he argued that there is “another possible consideration.” He said it is important to establish a “floor price” below which you won’t license a usage. He asked, “why won’t agencies allow creator to set a ‘floor price” for ‘special images?’ It can be painful to see $2.50 sales of extremely complicated to produce images. Creators should be able to mark certain "high value images" so they can't be used unless the buyer is willing to pay at least a minimum fee.”

The Blockchain Fairy Tale

By Jim Pickerell | 1094 Words | Posted 5/2/2018 | Comments
Blockchains are being touted as offering great future economic benefit for stock photographers. Photographers will be able to set the price for their work. No waiting weeks of months to be paid the photographers share of the sale. Once the image is licensed virtually 100% of the revenue will be transferred immediately to the photographer’s account. “Technology” has removed the need for middlemen and their costs. Blockchains will keep such great records on every transaction that consumers will be unable to steal without getting caught. Any unauthorized used will be immediately identified and the infringer will be pursued. Is it all really that good? Check out this story.

CEPIC Congress Coming In Berlin

By Jim Pickerell | 263 Words | Posted 4/25/2018 | Comments
It’s about a month before the 2018 CEPIC Congress, the premier annual meeting of commercial still and moving image suppliers, will take place from 30 May to 1 June at the Maritim proArte hotel in Berlin. Currently 250 delegates from 150 companies and 29 countries are scheduled to attend.

Growing Revenue In The Future

By Jim Pickerell | 1121 Words | Posted 4/6/2018 | Comments
The major stock agencies seem to have reached a revenue plateau. It is time to consider a major change in marketing strategy. There is a strategy that should be relatively easy to implement which could result in higher, overall revenue from licensing the same number of images.

Reducing Middleman Cuts

By Jim Pickerell | 1037 Words | Posted 3/28/2018 | Comments
Given stock imagery oversupply, and ever falling prices, in order to justify continued production of the type of images customers want to buy, professional image creators need to find a way to reduce, or eliminate, some of the middleman cuts.

Do Buyers Need Unique Images?

By Jim Pickerell | 1029 Words | Posted 3/13/2018 | Comments
Marketers are often told that the images they use in their marketing materials should be “unique” – whenever possible unique to their own business. In theory, that is one reason why so many experts claim that stock images are bad. But, is that true? Do most image user follow this advice?

More 2018 Visual Trends

By Jim Pickerell | 666 Words | Posted 3/12/2018 | Comments
I have been looking at some of the Visual Trends 2018 reports. I hope they are helping customers because I don’t think they are doing much for image creators. Take Getty’s trend report which evidently came out of the UK office. They say, “our Creative team analyzed 1 billion searches and 400 million imagery downloads on GettyImages.com, studied advertising trends, and examined pop culture shifts to predict three defining visual trends of 2018.

ImageBrief Closing Down

By Jim Pickerell | 619 Words | Posted 3/1/2018 | Comments
After six years of connecting advertising agencies and brands with image creators ImageBrief has announced that they are closing down their marketing services. Effective March 1, 2018 when photographers who have subscribed to the service login the only page available to them is the one where they may download information about their licenses. No other website pages are operational. No new “Briefs” will be offered.

Copytrack To Launch Global Copyright Register

By Jim Pickerell | 904 Words | Posted 2/20/2018 | Comments
Copytrack has completed its Initial Coin Offering (ICO) and will be launching a Global Copyright Register (GCR) this summer that will work in conjunction with their Global Copyright Enfocement services (copytrack.com). With their Presale and ICO they have a total of 8,600 investors who have purchased around 16 million tokens. The purchase of images found on the GCR will be tracked in a Blockchain and paid for using cryptocurrency tokens.

Getty Stops Keywording Images For Photographers

By Jim Pickerell | 369 Words | Posted 2/15/2018 | Comments
Getting images into the Getty Images collection so potential customers might see them has just become more time consuming for image creators. As of February 9th, 2018 Getty has ended its practice of adding custom keywords to the basic list of words photographers submit.

ICL vs Plus Registry

By Jim Pickerell | 1472 Words | Posted 2/13/2018 | Comments
After I published my article proposing the development of an Image Creator Locator or ICL, several readers pointed out that the Plus Registry is designed to accomplish the same goal. See here for how ICL differs from Plus in its aims.

Pray Your Images Won’t Be Used Online

By Jim Pickerell | 1094 Words | Posted 1/22/2018 | Comments
If you want to earn more for the images you produce, and for there to be less unauthorized use, maybe you should be praying that your images won’t get used by customers online. For many this may sound like heresy, or at the very least, ridiculous. Doesn’t everyone want more people to see and use their images? Consider this analysis.

Blockchains Are Coming

By Jim Pickerell | 480 Words | Posted 12/22/2017 | Comments
Photographers and stock agencies may want to start paying a little attention to all the news about blockchains and cryptocurrency. Promoters say that blockchains can cut out some of the middleman costs and provide a more efficient and less costly payment system between image creator and buyer. With many cryptocurrency transactions it is possible to immediately convert the currency into green backs that can be used at any local store, or hold onto the cryptocurrency with the hope that it will increase in value.

Do All Google Searchers Expect FREE Images?

By Jim Pickerell | 588 Words | Posted 12/4/2017 | Comments
Jim Domke, creator of the Domke Camera Bag, recently commented about my Can Customers Find You article. He said, “Those searching for photos on Google or Bing are searching for FREE photos.” I disagree.

Entertainment Shooters Find They Don’t Need Stock Agencies

By Jim Pickerell | 636 Words | Posted 11/30/2017 | Comments
Given the low prices, royalty cuts and delayed payments, experienced entertainment shooter are finding they no longer need stock agencies – particularly microstock agencies. When a photographer shoots red carpet or other entertainment events all sales pretty much come the next morning, or not at all. Red carpet event photos have a VERY SHORT shelf life. The trick is getting your photos on the editor’s desk the next morning.