Tag Archives: creative community

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!



Sell to Designers spending $15,000 a year on Stock Photography!

We’re selling out of tables for HOW’s Stock Photo Expo. Sign up now to make sure you get your spot at the 2014 HOW Design Live Conference.





The Stock Photo Expo at the HOW Design Live Conference is the single best way for you to sell DIRECTLY to 3,200+ design professionals—and it’s the most effective use of your 2014 marketing budget.


STOCK PHOTO EXPO                                                                                                                               Tuesday, May 13 • 8:30 AM – 6:30 PM

Join us for the Stock Photo Expo, presented in conjunction with PACA! HOW Design Live Conference attendees (including attendees from The Dieline Packaging Design Conference, the In-House Managers Conference, The Creative Freelancer Conference and The Leadership Conference) will visit your table throughout the day providing ample opportunity for them to interact with you.


• a table and two chairs on which to display materials from 8:30 am to 6:30 pm in the HOW Design Live Conference registration foyer.
• Electricity and Internet service are available for an additional fee.

***SPECIAL OFFER for PACA Members: As a member of PACA, you can participate in the Stock Photo Expo for just $1,500! Saving $350!

No other event brings together this many experienced, influential buyers of stock photography. In fact, 73% of our 2014 attendees have never been to a HOW Design Conference before. And for 72% of attendees, this is the only event they will attend this year!

There’s no time to wait—space is starting to sell out!

For more information on exhibiting at the 2014 HOW Conference Stock Photo Expo in Boston, contact Elayne Brink Recupero at 267-247-5874 or elaynerecupero@gmail.com.

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.


“Why Art Matters”

From the Copyright Alliance

Today we are launching a grassroots campaign “why art matters” urging people around the country to send us a 5-10 second video “selfie” giving one reason why art matters to them and why Congress should keep creative people in mind as they review the copyright laws.

The call to action describing the campaign can be viewed here and videos can be uploaded here. You can share your thoughts about why art matters on the twitter hashtag #artmatters

Please help us spread the word about this campaign. We will edit the best videos we get into a grassroots message to Congress.

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Dreamstime Stock Photo Agency Acquires Their 20,000,000th Image, Adding 1Million Images per Month

Dreamstime, one of the leading stock photography and image sources in the world, recently announced they have acquired their 20,000,000th image (image number 21,000,000 should be on the site before Christmas). In a world of text, the right image will stop the eye and grab the attention of the reader. Dreamstime, one of the Top 500 most visited sites in the world, guarantees great images at low cost and no royalties. When the creative community needs an image to punch through reader indifference, Dreamstime provides that image.

One advantage of Dreamstime over other stock agencies comes from their sense of community. 7,000,000 registered users visit the site regularly, and 80 percent declare Dreamstime their primary image source. In addition, over 150,000 users upload their own images for sales, providing thousands of new images each and every day. This sense of community includes active forums where experienced designers and photographers discuss their art and craft to help bring new site visitors up to speed.

“Dreamstime began as an internal project for our web design company,” said Serban Enache, CEO of Dreamstime. “Stock images were so expensive, at $500 to $1,000 each, that they overwhelmed development budgets completely. That is why our images are often only a dollar or two, and come with no royalty demands.”  Now, Dreamstime reaches customers across devices – computers, tablets and mobile – and around the world.

Besides Dreamstime (www).dreamstime.com), users can also acquire images at corporate siblings Stock Free Images (www.stockfreeimages.com), or choose a new image for their Facebook Timeline banner photo (or Google+ or Twitter profiles) at Time Line Images (www.timelineimages.com).

In today’s world of multi-tasking and inattention, only images can stop the eye and focus the attention of the viewer. Combining the power of 20,000,000 images and an active community of creative people from all over the world makes Dreamstime the go-to image source for over 100,000 new users each month.