210
HEAD IN THE SAND
March 15, 1999
Gary Elsner, former Sales and Marketing VP at FPG International, and currently an
independent consultant on stock photo issues, shares his thoughts on ASMP's new
approach to photographer education.
By: Gary Elsner
Story 203 on ASMP's
decision to cancel the Dallas stock seminar is a tremendous disappointment to all
elements of the industry. It is another step in shutting off communications
between stock agencies and the photographers they depend on.
I understand the fears and concerns that photographers across America have about
what is going on in the stock and royalty-free industry today. In my consulting
business I have fielded calls from many key photographers who, at the very least,
feel left out or without representation as the drama of big business unfolds.
The industry's largest companies are doing a horrible job of involving the
photographer in the process of "growing the industry". Agents give most
photographers the impression that if they don't like what is going on, they can be
easily replaced by someone lined up outside the door?
Agents make little effort to understand their photographer's needs and concerns. In
order to develop a successful long-term relationship agents simply can't conduct
business as usual. Agents need to listen to their photographers and treat them as
individuals. Learning how they work, how they think, and their goals are essential
elements in nurturing those relationships.
Adults don't enjoy being treated like children. Many of today's top commercial
photographers have worked long and hard to get where they are. They have risked
much to do so, in many cases giving up substantial commercial careers working
directly with advertising agencies and corporate accounts. It is not enough to
simply say, as Jonathan Klein and others have said, "Don't worry. We know what is
best." The leaders of the industry need to slow down and deal with their
photographers as partners.
Photographers are not just products. If the working relationship you share with your
photographers has to be changed, discuss it with them. Be prepared to sell them
with facts, not just hype, on the need for changing the relationship. Be prepared to
offer more than one standard approach to resolve outstanding issues as one model
will not fit all. Don't just assume that people whose livelihood and future depends
on the ongoing success of the business will just accept those representations at
face value.
We are living in exciting times. Technology affords us new opportunities to offer
and market our products and services. Everything I've heard from agencies I've met
or spoken with indicates that the
industry is planning for much greater expansion and growth than we've already
accomplished. How is that going to happen if much of the major talent is chased away
or turned off because they felt they were no longer in partnership with their agent.
The future might very well require many changes in the basic structure of the
business. Agencies should be able to sell that to their photographers, just as they
have to sell the cost of financing expansion to investors, their stockholders or to
a board of directors.
Photographers are not doing a very good job either. Very few of the photographers I
have spoken with have answers, but worse yet, they don't know the questions to ask.
As a business grows, it will reach a point where the systems and concepts that got
them this far are no longer effective. Like it or not, this industry is going
through a sea change and photographers will have to become comfortable with the fact
that things are changing and there is no stopping it! Stock photography is big
business and as such, photographers need to approach the issues in a business-like
fashion.
Photographers need to live in the present and plan for their future. Big business
answers to the bottom line. Photographers need to devote less energy to worrying
about the concept of change and figure ways to enhance their bottom line.
If I was a photographer and my agent wanted to change my deal, my first reaction
would be what is in it for me? Photographers need to listen closely to what their
agents are saying and consider the proposal as a "business venture." There is
nothing wrong with demanding accountability and/or options should you go along with
your agent and your agent fails to deliver on what they projected, represented or
promised you.
If your agent insists on a "trust me" attitude, maybe that is the time to ask
yourself if this is the best you can do. Is my agent the best one out there for me?
Sad to say, but many of the more sophisticated and productive photographers of the
last decade are looking at the deals offered and are turning from stock production
to other forms of photography.
THINK OUTSIDE OF THE BOX! Back in the '60s stock agencies, changed the standard
photographer share from 60 percent to 50 percent. By the late '70s, agencies were
charging photographers for catalog space. Through that period and up to the present
time, annual photographer incomes soared to extremely meaningful heights. That does
not mean that special product fees have to rise and commission splits have to
continue downward, but it also doesn't mean that they can't and shouldn't in order
for things to get even better for the entire industry, including the photographer.
Sit down with your agency and devise a win-win game plan. If your
agency is demanding changes in your agreement or if they are planning to change
their part of the relationship, you are entitled to ask "what is in it for me?".
Guarantees, opt-outs and image exclusives are only a few of the paths you can use to
create some degree of security, should your agency find it necessary to change the
rules.
The more you can find out about what your agency is planning for the future and how
you fit into their plans, the clearer your vision should be on how you need to
proceed. Remember that in order for the next quantum leap to occur, the industry
will have to continue to innovate and attract new users, which will enable us all to
prosper. Don't be caught idling in neutral simply because you are afraid of change,
or want things to remain as they have been.
The ASMP has played an important role in helping to mold photographer-agency
relationships throughout the years. I'm sorry to hear that at this critical point
in time the best they can offer is "head to the mattresses" and "we demand equal
time". It would seem to me that by doing that, the ASMP has joined forces with some
stock agencies in being equally guilty of treating their members like children.
Information is critical at this point in time. Would the ASMP prefer to have their
membership get their insights by word-of-mouth or in some other indirect manner?
Schedule informative events, bring in the players and participate in open debate.
By encouraging the debate the ASMP can continue to play an important role in helping
to educate photographers.