Over the past few years most independent photographers have felt a decline in their business due to the rising availability of stock images. While this is disappointing, it's understandable given the vast selection, easy access and immediate availability of stock photography. As a photographer who is represented by Getty Images but also runs my own independent studio, I can relate to the pros and cons of both business models.
Fortunately for independent photographers, there will always be images needs that cannot be served by a stock catalog. Companies will always need portraits of their executives for annual reports and public relations. Magazines will always want exclusive shots to bring to life the latest fashions, destinations or celebrities. New product catalogs will always need images of the latest packaging and offerings.
But what about a client with an image in mind that may not be completely custom? For example, perhaps they need a simple shot of a few office workers huddled around a laptop. Certainly many options would be available to them simply by perusing the stock agencies catalogs. But is this the best approach? Maybe yes, maybe not.
The answer lies in what the usage will be for that image, how important exclusivity is to the client, and their budget. Clients may find, depending upon how they intend to use the image, the cost of a stock photo may meet or exceed the costs of hiring an independent photographer to shoot a custom image. They also need to consider the reality that stock images are available for the use of anyone willing to pay the fee. This could mean that the image they choose of the crowd around the laptop could later appear in their competitor's advertising, or on the website of an organization with dramatically different values.
Cost is always of concern to clients from organizations of every size. One advantage the independent photographer offers is their ability to be flexible on pricing, and if they are so inclined, to offer reasonable price discounts for non-profits or small businesses. Stock agencies, unfortunately, offer only a one price for all pricing structure.
Earlier this month I worked with a client who wanted an image of a message in a bottle (a weathered bottle with a note inside, appearing to have just washed up upon the beach). Several options were available from a leading stock agency, but given the fact that the client intended to use the image on large format signage the licensing costs were quite high. I was able to create a custom image, including space for copy to be applied, and charge the client for all the licensing they needed for less then half the price of stock.
For clients under time constraints, nothing can replace stock's ability to offer an image for immediate use. And for those needing images that are not at all feasible to shoot custom, for example, Neil Armstrong walking on the moon or the Taj Mahal at sunset, stock will always be the preferable solution.
However, for clients who value exclusivity, and who know that stock may not always be the less expensive option, custom photography is the way to go. Luckily there are great options for either solution readily available to all.
By Richard R. Brown
Richard Brown is the principal of Richard Brown Photography. http://www.richardbrownphotography.com/
Richard Brown Photography
http://www.richardbrownphotography.com/
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