Ex-Getty Execs Launch Image Library, Web 2.0 Style

Posted on 10/16/2007 by Julia Dudnik Stern | Printable Version | Comments (1)



Former Getty Images CFO Lawrence Gould wants to appeal to the Google generation of creatives with his new royalty-free stock library ImagePick. Co-founded by Gould and former Getty director of e-commerce Tom Donnelly, ImagePick promises search simplicity and image quality.

Supported by sales offices in Chicago and London, ImagePick's online home is very Web 2.0. According to Gould, the company's CEO, today's creatives expect a simple interface and high-result relevance, the goal of his new library. "So many sites require you to tweak too many dials before you get meaningful results. ImagePick works right out of the box," he explains.

Despite a number of agencies folding and others reporting declining revenues, Gould feels these are exciting, albeit transitional, times. He points out that "it has taken the industry some time to realize the needs of the Web market. To some extent, microstock has taken that territory." ImagePick may appear traditional, but it intends to compete for this business.

Gould says that the library is one of the first aggregators to offer Web-resolution pricing at prices starting at $40. This makes quality imagery available at prices that make economic sense for online publishers, while not undermining the opportunity in the print market. On this end, ImagePick’s price points are well within the premium range, exceeding $400 for largest-size print files.

ImagePick also intends to raise the image-quality bar by utilizing what it calls the finest available collections from Corbis, Jupiterimages, Blend and Westend61. According to Gould, it is the in-house keywording and editing that will make the real difference.

Though ImagePick was ready to launch four months ago, its team spent the additional time isolating the most relevant keywords for images supplied with as many as 400, in no order of relevance. The result is a library that has a three-tier keyword relevance structure that ensures meaningful search results. There is also a date index that delivers the latest imagery first.

In addition, there is no substitute for human editing. Gould says that he and his team repeatedly review images for creativity and expression. Those deemed exemplary get an automatic "lift" in search results. "It's all about quality, not quantity," Gould concludes. "There's a supplier out there claiming to have 10 million images. We think that's a problem, not a creative solution."


Copyright © 2007 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 301-251-0720, e-mail: wvz@fpcubgbf.pbz

Comments

  • Carlos Zardoya Posted Oct 18, 2007
    10 million picture collection a problem ? Let me laugh. Many would kill to have that today ! It's clear that in your comment, you're pointing to Alamy. Let me share my experience (over 22 years in the industry in Spain) with you: I manage today a close to 16 million offering content websites, including 7 (million) from Alamy from their distribution pool, and my customers are tremendously and increasingly happy with the increase of our offer in contents, services and technologies (we represent over 70 brands already from both the editorial and creative worlds, via a two-headed segmented strategy and website). Moreoveor, our marketing is focused in giving the customer, the flavour and focus of each collection we represent and also the way to search it. We also invest quite a lot of time, money and efforts in guiding our customers through the vast but diverse specialist collections hosted inside Alamy, including profesional and efficient search service to registered customers (web does not work for all). I think it's not by casualty that the largest companies in the trade has the largest collections live (i.e. Getty has over 13 million pictures live). Using technology, today is possible to have a 10 million offering, and compete with a highly edited collection of just 10 thousand images. But the rest 9.900.000 gives you an extraordinary position within a segment like editorial, where you could hardly do nothing with a thousand pictures today. By last, I completely agree with Jim's predictions (and your business model so far), that micros, macros (read traditional) and mids will mix all in the same platforms in one/two years or less, probably, but only the largest with offering in the three segment, will probably survive. I wish you the best succes in your new venture. best, carlos

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