Tag Archives: content

Summary of PACA Sales Webinar


PACA’s first webinar in May was focused on sales.  Over 45 people attended the lively discussion and, despite some technical difficulties, a lot of great information was shared with the participants.

Leslie Hughes, Visual Steam
Candace Murray, Condé Nast
Sonia Wasco, Grant Heilman Photography

  1. Leslie’s Presentation   (view here)
  • Projections

Growth expected overall through the next couple years

Ad Spend up through 2016 Globally= 5.6% per year

Growth led by Americas and Asia

Europe starting to improve

Display ads to surpass search for the first time in 2015

Mobile only 13% of internet advertising, will be 26% by 2016

Social media 30% year-over-year growth

Traditional media will only outpace digital until 2016

Traditional publishing in decline

internet publishing to soar in next 5 years

12% growth in USA this year, 11% worldwide

b. Why?

$$ are moving online

Increased use of visual storytelling

Digital ads more palatable to customers, making them more palatable for businesses

  1. Challenges
  • Generating leads and finding new clients
  • Creating awareness-People don’t realize they can license our content (Candace)
  • So much content available, need to build a unique value proposition for your content
  • Driving people to our website/Getting client attention
  • Data mining of our client base
  • Budget issues:  Know who you’re talking to, find out their budgets, push the envelope.  Client budgets are a challenge, but they will pay if you demonstrate the value of your product/service
  • Remove human touch from low-priced sales
  • Rights and clearances, and clients needing full indemnifications


Increase in the use of visuals online

Increase in visual storytelling

  1. Challenges to Clients
    • Budgets-tighter than ever
    • Creative Content-finding unique, authentic content
    • Time Pressures-Everything has to be now-makes pressure for seller
    • Social Media, they don’t understand usage, so they expect us to figure it out for them. How to make it work best for them
    • Abundance of options, imagery the same on lots of sites.  Cross-pollination at multiple agencies

**Are clients becoming reluctant to use Google Image search now?  Some are concerned with identifying legally licensable content

**PacaSearch named in the top 5th go-to site for buyers.  PACA participants need to start advertising it on their own sites

  1. Have Microstock Companies affected the lowering of prices for stock?
  • You can still get to higher prices if you know their budget and work with the right people
  • Microstock has opened buying to a larger number of buyers, you can make good use of this if you choose your clients wisely.  Avoid clients that have to have the lowest pricing or see if you can work out a price that is fair.  Sometimes a buyer thinks he needs microstock pricing but can work with RF
  • Customers have been brainwashed that web usage should be lower priced, but since it is now the most frequently used method of advertising, we need to rethink pricing for this medium and re-educate our buyers.  We need to think about the internet as being the delivery method rather than the usage.  Website is the usage.  There is a difference between a site that is turning over images rapidly and one that is using images for branding or for publishing.

**Success story of a RM sale of over $100,000.00 for a drug company needing rights for exclusive pharmaceutical usage for a new product outside the U.S.  Multiple licenses that added up to this amount.  There are companies that still require restrictions and warrant big prices.  No longer the norm.

  1. Sales Goals for Coming Year
  • Data Mining
  • Delivering bodies of new work to specific clients
  • Reach out to different people at the traditional spaces: CMOs rather than art buyers and art directors.  Companies have money, but not always in the art department.  Try other departments
  • Using linkedin, agency access, etc to find new leads
  • Attend trade shows like HOW, Visual Connections, Stock Photo Expo and seize the opportunity to get face-to-face with buyers
  1. Top things needed to grow sales in the coming year?
  • Leveraging tools to their best advantage                                                                                    Social media, linkedin, finding ways to connect
  • Re-establishing relationships with those that have purchased before
  • Finding new customers
  1. One piece of advice:
  • Don’t close any boxes.  A client called Grant Heilman for Royalty Free Images and they don’t have any.  Instead of turning away the client, they talked further with them and realized their budget really could work for RM and they sold them 10 images for their project.  A win-win for both sides!
  • Ask as many questions as humanly possible. “You should know your customers so well, you can cover for them if they’re out sick.”
  • Target the right demographics.  If you do the budget pricing, target budget markets.  RF not always cheaper.
  • Figure out how to stand out
  • Follow through is KEY

 Q & A

How to rationalize a RM price increase?

Candace – Use the info gleaned from asking them discovery questions.

Leslie – Depends on client needs. Is the issue simply price? Or ease and reuse?  Also, how the image is being used.  Sometimes RF is more expensive.  Also, sometimes the client has little choice.  Believe in bending a little for client depending on usage and relationship.  Also, consider how easy it is to replace the image or get it somewhere else for less.

What marketing technique should you use?

Leslie – Different methods reach different people, use ’em all. Personalized emails, phone calls. We’re visual people in a visual industry – use pics!  And it depends on the communication?  Are you looking for new clients and getting them to register?  Or perhaps you have new content available.  Have a purpose for every communication.

How do you get a foothold where preferred licensing is already in place (particularly Getty)?

Candace – You can bend over backwards or not. Know how much they need and what you can deliver to them. It might not be worth it to you. Whatever you decide, reevaluate after one year.

Sonia – Figure out your added value to keep you in the running. Found out their terms and if you’re willing to meet them. Gaining a foothold is easier with when you have a specialty collection; you feature a particular area or photographer or something.

Leslie – Understand what’s important to that client more than your competitor. Check back with them periodically. Spend a little more time preparing something targeted rather than generalizing (which will get you blacklisted).

How do we establish subscription pricing?

Leslie – We configure custom subscriptions, so it’s not something we do automatically online.  We talk with the client to understand what number of images per month they think they will need and we try to price competitively based on alternatives.



Mary Evans Picture Library Celebrates its 50th Anniversary

logo_top     Mary Evans Picture Library, the UK’s leading source for historical images, is delighted to announce that 2014 marks its 50th anniversary. It seems appropriate that a picture library so synonymous with history has reached its own landmark half century, and we look forward to spending this year taking pride in the fifty, fabulous years spent supplying the best and widest range of historical images possible to our clients.

The Mary Evans ‘Golden Jubilee’ is also an opportunity to remember and celebrate the lives of Mary and Hilary Evans, who founded the library in 1964. Without their dedication and commitment to amassing their outstanding collection, the library would not exist today and it is testament to their vision that it remains one of the few remaining independents in the industry, drawing daily on that remarkable archive to fulfill requests from customers around the world.

So, to that end, the picture library is planning some very special events this year, including a series of open house parties actually at the library where guests can celebrate with staff while discovering the inner workings of the library and its fascinating collection. An anniversary book has also been produced which looks back over the past fifty years and includes personal anecdotes and little-known facts revealing a unique business like no other. Produced in a limited number, 50 Years of Mary Evans Picture Library will be exclusively given away at selected times and events through the year – it could even become a collectors’ item of the future!

If you are interested in going to one of the open days, and would like to be kept up to date with the Mary Evans anniversary year timetable, please email paul.brown@maryevans.com with ‘Open Day’ in the subject line. In the meantime, Mary Evans Picture Library would like to thank everyone who has been a part of their own fifty years of history and is already looking ahead to the next half century!



Image Embedding

PACA’s mission has always been to support a healthy and sustainable market for licensing the use of photographic images, as well as to encourage and support innovative ways for photography to be legally used in the rapidly changing marketplace.  Clearly, models for licensing of photography have had a difficult time keeping pace with changes brought on by the Internet, social media, and the blogosphere.

Recently, Getty Images announced embedding technology that they believe can address a significant source of unauthorized use.  Getty Images’ embedding technology allows the free use of millions of images for “non-commercial” use by bloggers and other editorial websites.  While it is too early to forecast the impact of this new offering from Getty Images or other similar embedding technologies from Stipple, IMGembed, and others, PACA recognizes the need for new approaches to address the proliferation of infringing uses.

PACA believes from the perspective of the industry and photographer communities that there are intriguing opportunities as well as significant concerns from embedding technologies.  These technologies could potentially reduce infringing uses as well as generate new revenue for copyright holders, but there are still many questions to be answered including Getty Images’ definition of “non-commercial use” which appears to allow, not only use in personal blogs and websites, but also in a broader editorial context.  Also unclear is how any revenue from advertising or data monetization will be shared with copyright holders.  PACA also believes it is important for the industry to understand how Getty Images will enforce its terms of service, and what other benefits photographers would derive from the extension of free use.

As businesses explore new solutions to the rapid and revolutionary changes in the way people consume media,  PACA believes its role is more critical than ever to represent our collective interest in protecting the rights of content owners, in refining copyright law, and in educating creators and users in support of an ethical and sustainable marketplace.  As a forum and industry body, PACA will continue to support and promote a dialog around image embedding and other new business models.

United States Court Of Appeals Decision For Copyright Registration

After many years, the Ninth Circuit finally entered a decision in the Alaska Stock, LLC v. Houghton Mifflin Harcourt Publishing Company case.  Reversing the district court’s dismissal of Alaska Stock’s copyright infringement claim, the court definitively held that Alaska Stock had “successfully registered the copyright both to its collections and to the individual images contained therein” despite the fact that the name of the photographer and title of each component work was not included in the registration.

In doing so, the Court gave deference to the long-standing Copyright Office registration procedures that had been created in 1995 in conjunction with PACA.  Further, the Court specifically rejected the decisions in other courts that refuse to honor registrations because they fail to name all of the photographers and titles of each photograph in a collective work.

It is clear that the Ninth Circuit understood the repercussions of its decision.  In conclusion, the Court stated:

We are not performing a mere verbal, abstract task when we construe the Copyright Act. We are affecting the fortunes of people, many of whose fortunes are small. The stock agencies through their trade association worked out what they should do to register images with the Register of Copyrights, the Copyright Office established a clear procedure and the stock agencies followed it. The Copyright Office has maintained its procedure for three decades, spanning multiple administrations. The livelihoods of photographers and stock agencies have long been founded on their compliance with the Register’s reasonable interpretation of the statute. Their reliance upon a reasonable and longstanding administrative interpretation should be honored. Denying the fruits of reliance by citizens on a longstanding administrative practice reasonably construing a statute is unjust.

Styles in food photography: StockFood presents “Perfectly Imperfect”

StockFood is number one in the worldwide licensing market for professional food photography. For more than 30 years the Munich-based media service has offered an extensive portfolio of food images. Recognizing new trends in food photography is the heart of this highly specialized business. Now StockFood’s culinary trend scouts have once again identified a new style of food photography that will influence the market.  StockFood has named this new imagery, whose spontaneity describes the spirit of our times, “Perfectly Imperfect.” 


“Perfectly Imperfect” characterizes food images that strike the viewer as spontaneous and unstaged. Instead of luxury kitchen accessories, the props arouse associations with student life and consist of everyday objects found in every kitchen. Sophisticated food is not presented on expensive china, but simply placed on parchment paper. Seemingly random half-eaten pieces of cake, used cutlery or an empty plate containing mere crumbs are captured in the image. Crumbs and food stains bridge the gap between creative culinary art and real life.

“Perfectly Imperfect” has its origins in the food blogger scene. Thousands of hobby cooks photograph their creative dishes hot off the stove and present them to fans on the web. The blogger scene focuses on the unbridled desire to experiment, taste, try and enjoy. Unlike the professional results produced by trained chefs, these images are spontaneous and reflect real life where accidents can happen. But they always demonstrate the pride and joy of cooking, baking and producing great food.

Authentic, natural and immediate – that’s the way the new style presents itself. Once the compulsion for perfection is overcome, what really counts comes into focus – the fun of experimentation, originality and pure passion. “Perfectly Imperfect” delivers the message: whatever I can do — you can too!

StockFood trend scouts identify and communicate new imagery styles long before they become main stream. In recent years StockFood has identified “Mystic Light” (2012) and “Passion Fruits” (2011) as new trends in food photography. But while they required elaborate food styling, “Perfectly Imperfect” radically departs from highly orchestrated images. It is uninhibited, playful and spontaneous. Professional food photographers have now discovered the possibilities of this new style, even though their casual-appearing images are very carefully planned.

StockFood president and CEO Pete A. Eising is a fan of “Perfectly Imperfect:” and states, “this new unconventional style is opposite of the high-gloss lifestyle that we know from advertising and the media. It is based on the element of surprise, which attracts the attention of oversaturated consumers.”

Experienced trend specialist Petra Thierry of StockFood‘s Photographers & Art Department is convinced “Perfectly Imperfect” will soon separate itself from the blogger scene. “Just think of all the new cook books and lifestyle media that use this kind of imagery to rouse the emotions of their readers. Perfectly styled food images will continue to dominate advertising, but in the editorial sector spontaneity and individuality are on the rise.”

StockFood presents its own new collection of “Perfectly Imperfect” images on its website

(http://usa.stockfood.com/perfectly-imperfect). In choosing these images, some of which stem from renowned food bloggers like Beatrice Peltre and Samantha Linsell, StockFood has applied its usual criterion, assuring that all images, regardless of the theme, meet the highest quality standards.


SheStock is a female centric collection

Shestock is a female centric image collection created by professional women photographers. The collection is based on a simple concept – ask visual women to create imagery that is authentic to their lives and experiences. 

There is far too much simplistic and unkind imagery of women used in advertising. This imagery leads to a disconnect between marketers and the women they are trying to reach, and promotes unattainable cultural ‘norms.’

Our rights- managed collection launched this past August and we are grateful for the incredible reception we have received from photographers, buyers and the stock industry.  Shestock is dedicated to supporting our photographers not only in producing great stock, but in their careers as women image makers. We are equally dedicated to helping our buyers find just the right image.  All image queries are welcome. We will pull from our collection, circulate the image need amongst our photographers, and in some cases produce the image.  www.shestockimages.com

85 year old and 64 year old. ©Lisa Sciascia  38 year old Japanese American woman. © Jody Asano

young and older female construction workers at dam ©Stella Kalinina NC0000010 © Norma Cordova

026 ©Kerry Varnum  057 ©Kerry Varnum

Portrait of Mom in Texas field full length ©Marcy Maloy  LB00009 ©Laura Barisonzi

Microsoft Responds to PACA’s Concerns

Recently, PACA sent a letter to Microsoft addressing the issues brought to our attention by Past President Rob Henson in regards to Microsoft’s Office web page “Images”.  We asked APA, ASMP, ASPP, GAG, NPPA and PPA to join our efforts.

On this webpage Microsoft prompted readers to use Bing to download images for whatever intended use they might have. Microsoft did not attempt to educate the user on copyright, use rights or even how unauthorized use of images pulled from the web might expose the user to risks.  See the entire blog here.

This week we received the following response from Microsoft:

Dear Ms. Aron:

My colleague Kate O’Sullivan asked me to contact you after receiving your letter regarding Microsoft’s Office user help page.

As you note, Microsoft has a deep respect for intellectual property rights, and a long history of working with many stock photo providers.  Microsoft frequently educates our users in plain language about copyright; see by example: http://www.microsoft.com/en-us/legal/Copyright/Default.aspx. This summer, we also implemented a feature within Bing image search that enables users to easily search and locate websites offering tens of millions of images freely available via the Creative Commons license model, and we educate users how they can legally use these Creative Commons images.

Accordingly, Microsoft believes the Office Help Webpage simply explains how our products work.  Nonetheless, as the Office Help Webpage referenced in your letter is now offline, these concerns appear moot .  We trust this resolves the issue.

Best Regards,
Dave Green
Assistant General Counsel
Copyrights & Trade Secrets Practice Group
Tel (425) 538-7325 | Cell (425) 260-9994 | Fax (425) 936-7329
Microsoft Legal and Corporate Affairs

We believe our concerns had something to do with the removal of this page!!

akg-images announces a new website and an exciting collaboration with Osprey Publishing

akg-images’ Managing Director David Price-Hughes says, “2014 is an important year for akg-images. Not only is our London office celebrating its twenty-year anniversary, but we have just launched a brand-new searchable website, completely redesigned to help clients find images faster and better than ever before, incorporated many of their suggestions our clients have made into the new site.

akg-images are also announcing a new partnership with Osprey Publishing, part of the Osprey Group. David Price-Hughes again:

“We’ve long been fans of Osprey Publishing’s military history titles and we’re proud to announce a new partnership with Osprey which makes many of the glorious illustrations inside their books available for licensing to our clients worldwide. We’ll be regularly adding new images from their roster of talented artists to our database and have started with a selection of ancient and medieval scenes chosen by our colleagues over at Osprey. The images, complete with the engaging and detailed caption information Osprey enthusiasts have come to expect, are available online now.”

Richard Sullivan, head of Osprey Publishing commented:

“The breadth and excellence of Osprey’s collection thousands of pieces of historical and military artwork is something that we are immensely proud of. Over the last 45 years we have had the opportunity to work with some fantastic artists and are extremely pleased that this valuable resource is being made available globally through this partnership with akg-images. The potential for ongoing co-operation and rapidly expanding the range and subject matter of the art they are holding on our behalf is phenomenal and we look forward to working with them for years to come.”


AKG2485595 – Stirling Bridge – The Scots Attack the English Vanguard
From: “Stirling Bridge and Falkirk 1297-98” by Peter Armstrong, CAM 117
Credit line: © akg-images / Osprey Publishing / Stirling Bridge and Falkirk 1297-98 / Angus McBride

Is Google close to settling EU antitrust probe?


Pursuant to an article today in Reuters, they suggest that the EU Commission and Google have reached an agreement to settle a 3 year European antitrust probe that allays concerns over blocking rivals from internet search results and avoids a potential fine of $5 billion dollars. A decision is expected in the next few days…READ THE ARTICLE HERE