Finding The Right Distributors

Posted on 7/29/2008 by Jim Pickerell | Printable Version | Comments (0)

While finding distributors for one's production has always been a key aspect of the CEPIC Congress, there was a greater sense of urgency this year. One producer, Alex Mares-Manton of Asia Images, reported that in two-and-one-half days at CEPIC he was able to sign contracts with 14 distributors and complete handshake deals with 46 others to represent his new RM collection MindBodySoul (

However, the real question for producers is not how many different companies can represent your work, but how much additional revenue will it bring to the table?  Production companies say that many of the smaller agencies/distributors contribute little to their overall revenue.

In the last few years, there have been an explosion of production companies that aim to produce 5,000 to 15,000 new, top quality images a year. Most make little effort to license rights directly to consumers and rely almost totally on a network of distributors to deal with the customers. These companies supply up-to-date, carefully edited material with few duplications that meet all the distributor's quality control and keyword standards. Such operations reduce the distributor's overall costs.

In some cases, all a production company needs to sign new distributors is a representative sample of the high-quality images it intends to produce, not by having 5,000 or more recently produced images ready to deliver. (Increasingly production companies are not producing the quantity of new imagery they anticipated.  Sources indicate that the vast majority of Getty's third-party suppliers failed to meet their quotas in 2007.)

Who Are The Top Distributors?

It is generally believed there are about 375 companies worldwide that distribute the production of other stock photography companies. A huge percentage of these companies generate relatively little revenue for their suppliers.

There seems to be general agreement that the four major distributors combined - Getty, Corbis, Veer and Jupiterimages - generate in excess of 50% of total stock photo revenue, worldwide. Getty, Corbis and sometimes Jupiter are competitive enough to demand that a production company only use one of them. Rarely, if ever, will you find the same production company represented by both Getty and Corbis.

Of the remaining 50% (or less) of industry sales, 80% are licensed by less than 25 distributors. Included in this group are: amana, Masterfile, Inmagine (Houston), Photolibrary, Alamy, Mauritius, Matton Images (Stockholm), ANP (the Netherlands), Photononstop, (France), Scanpix (Scandinavia), Aflo (Japan), Panorama Media (China), Topic (Korea), Media Bakery, Superstock, Datacraft (Japan) and TIPS (Italy).

There is also general agreement that there may be as many as 50 middle-level distributors whose combined sales represent 7% to 8% of the remaining industry total. In this group, there are some distributors that do well for suppliers in their niche, but usually are not very productive for producers with general collections.

That leaves about 300 companies to share something in the range of 2% or 3% of total worldwide stock revenue. For many producers, supplying these distributors is of marginal value, at best. Some production companies with images at a large number of distributors are thinking of reducing the number they supply because the revenue generated isn't worth the effort. The problem is determining, prior to signing a contract, which images are likely to generate sales.

The wire services, Associated Press, Reuters, and DPA Photo in Germany, make a lot of stock sales but usually don't represent the work of other production companies. Most of their production is wholly owned. However, AP does represent some commercial agency work.

Finally, the microstock companies, iStockphoto and Shutterstock, are large generators of revenue, but only deal with individuals. They don't represent the work of production companies with a team of photographers. Fotolia is an exception. While primarily a microstock company, it also represent imagery, priced at midstock levels, that is supplied by third-party production companies.

Copyright © 2008 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, 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

Please log in or create an account to post comments.

Stay Connected

Sign up to receive email notification when new stories are posted.

Follow Us

Free Stuff

Stock Photo Pricing: The Future
In the last two years I have written a lot about stock photo pricing and its downward slide. If you have time over the holidays you may want to review some of these stories as you plan your strategy ...
Read More
Future Of Stock Photography
If you’re a photographer that counts on the licensing of stock images to provide a portion of your annual income the following are a few stories you should read. In the past decade stock photography ...
Read More
Blockchain Stories
The opening session at this year’s CEPIC Congress in Berlin on May 30, 2018 is entitled “Can Blockchain be applied to the Photo Industry?” For those who would like to know more about the existing blo...
Read More
2017 Stories Worth Reviewing
The following are links to some 2017 and early 2018 stories that might be worth reviewing as we move into the new year.
Read More
Stories Related To Stock Photo Pricing
The following are links to stories that deal with stock photo pricing trends. Probably the biggest problem the industry has faced in recent years has been the steady decline in prices for the use of ...
Read More
Stock Photo Prices: The Future
This story is FREE. Feel free to pass it along to anyone interested in licensing their work as stock photography. On October 23rd at the DMLA 2017 Conference in New York there will be a panel discuss...
Read More
Important Stock Photo Industry Issues
Here are links to recent stories that deal with three major issues for the stock photo industry – Revenue Growth Potential, Setting Bottom Line On Pricing and Future Production Sources.
Read More
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

More from Free Stuff