London, 21 September 2007-- The Association of Photographers
(AOP) have joined forces with an international coalition of
photographic trade associations, led by the Stock Artists Alliance
(SAA), to protest at Getty Images plan to launch a $49 web use
(500 px wide, 72 dpi) across all licensing models (RM, RR, RF).
It's widely recognized that Getty Images are seen within the
industry as being the leading supplier of stock images. We expect
other image suppliers will quickly follow suit and are deeply
concerned about the impact this model will have on those Members who
rely on stock.
The launch of such a model means that photographers who currently have
work with Getty will see a cut of around 95% on a like for like basis.
It is the opinion of the AOP that such cuts do not represent a viable
or sustainable business model for our Members.
One Member shared their recent sales figures with us: 'I had three
web sales on Getty's Stone brand last month, grossing $3361.00.
Better than $147!' Do the sums - it seems that this member would
have to sell these images around 23 times to break even with this
"average" month of his. The images he sold, by the way, were for use
in "typical" websites, so an unusually large license or two
haven't inflated the figures he's talking about. He's not
convinced that such a multiple is achievable and we concur.
Furthermore, the AOP sees that this will have a negative impact upon
all rates, stock or assignment, so this issue is of industry-wide
significance to all photographers.
Financial analysts in the City agree that
the model is flawed and the value of Getty shares has continued to
move downward, with many analysts re-rating it to their 'Sell'
category and expressing concerns that the projected increase in sales
volumes won't be realized and will fail to make up for the dramatic
price cut.
AOP Members who contacted us have been vocal about expressing their
disagreement with Getty's move and the long-term effects it will
have on our business. Many of them tell us that they no longer want to
submit to Getty and several big names are now
Here's a small sampling of what our award
winning AOP Members have been telling us.
AOP Awards Gold Winner and IPA Professional
Photographer of the Year 2007, George Logan, said:
I have been becoming increasingly
disenchanted with Getty for some time and this $49 'promotion' is
the final straw. I find it truly insulting that I might receive approx
£12.50 per image sold. I do not want to be associated with a company
who would sell off my work in such a cheap and crass
manner.
This is not what I got into
photography for and I know I am not alone...every other photographer I
have spoken to, including many of their major contributors, feels the
same way.
I shall no longer submit images
to Getty and will withdraw my existing collection at the soonest
opportunity.
Fellow AOP Member and AOP Awards winner
Nick Daly said:
I deplore what Getty are doing
and have done to their contributing photographers. I deplore also what
they have done to their staff, most of whom enjoyed good working
relationships with their photographers. I have seen all the friends I
have made at Getty over the years leave or be made
jobless.
I fully support any action direct
or indirect, which may provoke a dialogue with Getty or their
representative.
Another world-renowned AOP Member, multiple
AOP Awards winner, Frank Herholdt, told us:
I feel this whole Getty saga is
deplorable. Their desperate scramble to placate shareholders is
detrimental to the whole industry and this makes me question whether
public ownership is the best business model for our
industry.
My Getty image sales pay my
mortgage. Their move will cut heavily into this revenue and as a
result, I feel that I'll now have place future images with another
stock image provider that has more respect for its
photographers.
Award winning AOP Member Bob Elsdale
said:
We are facing a crisis that could
have long term repercussions to be felt worldwide throughout the
photographic industry. During the 1980's some of us will remember
the AOP facing up to the print unions when they set their sights on
placing control over our industry.
We now face a situation of
possible similar proportions. If the Getty initiative of the $49 web
images is placed across all brands to include RM, other stock agencies
may decide to follow in order to compete and the whole devaluation
process could snowball throughout the stock
industry.
This will certainly cheapen the
work of photographers working on smaller numbers of higher value
images. Will clients want to buy exclusive and possibly
lucrative print licenses if they have seen the value of an image
diluted by $49 dollar web sales?
Perhaps Getty's clients, who
obviously include advertising agencies and designers, should think
about this too. Apart from photographers, art directors and art
buyers are involved in creating images too.
What am I going to do about it?
Perhaps it's time to re-evaluate my
loyalties.
Widely lauded AOP Member, Jo Sax,
told us:
$49 for a digital media license
is an affront to the time, funding and energy that goes into producing
a high quality creative photograph.
I am not prepared to have my work
devalued this way.
Additionally, negotiating for a
fair digital media fee on commissioned work may become a real sticking
point. I work with several agencies that also license stock from
Getty. The disparate pricing this new Getty 'product' introduces
will confuse the market at every level.
I am terminating my contract with
Getty Images, and I would like to ask other GI photographers to
examine this situation carefully and then respond
appropriately.
Getty's proposed change affects premium
RM and RR photography in particular and it is here that the AOP's
concern is most acutely focused, for it seriously devalues the high
quality and evocative photography that our Members specialize in and
which Getty markets for many of them. We join with our partner
organizations in calling for Getty to remove RM image collections from
this business model.
The AOP was formed in 1968 to promote and
protect photographers' rights and we continue to do so. Today, we
are proud to be working in close alliance with our trade association
partners, who collectively represent over 40,000 photographers
worldwide, to fight against this business model.
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