The rationale for royalty-free licensing used to be to provide the customer with three benefits: a simple, straightforward price that didn't require negotiation, unlimited use of the purchased image and a low cost. As this marketing concept has matured, all of these ideas have been lost.
AGE is the latest traditional agency to introduce a midstock price offering in an attempt to defend against microstock's steady cannibalization of traditional RF sales.
One of the biggest hurdles traditional RF and Microstock sellers face when confronted with the idea of switching from an RF pricing structure to a use-based one is how to explain such a switch to customers who've been told one price fits all and not to worry about usage.
Microstock sellers insist that simple pricing is a key to their success, but many of the current strategies bely that notion.
RM and traditional RF photographers complain about declining incomes and the difficulty in getting information from the companies that represent their work. Traditional distributors might do well to adopt a number of ideas popularized by microstock, to improve relationships between photographers and distributors.
Photographers regularly ask why the royalty paid on RF sales is only 20% of the net received by their agent, when the agent pays 40% to 65% on RM sales that are made in the same manner. Royalty percentages have little to do with reality, and nothing to do with the cost of production.
Traditional stock photography sellers constantly struggle to improve their collections and search. Diverse collections are added to the offering to increase customer choice. Then portals revert to tighter editing, limiting the number of images returned on each search. When portals use this strategy, the rejected images often turn up on other portals and customers often buy the rejected images.
Moodboardunlimited's "You Set The Price" strategy is intriguing. The tremendous advantage is that the company will never lose a customer due to price, and the offer should attract new customers. However, there are at least three significant disadvantages.
Microstock sites seem ideal for book publishers -- until one looks closer at the license agreements. Repeat usage prices soar.
For 25 years Ron Chapple has been one of the world's leading stock photographers, always on the cutting edge of the next trend. In the 1990s he was the top seller of RM imagery for FPG, a major stock photo agency of that period. After Getty Images purchased FPG, Ron established Thinkstock, an RF production company. In 2004 he sold Thinkstock to Jupitermedia for more than $4 million. While still producing RM and traditional RF, he recently became an aggressive producer of microstock.
Many professional photographers claim no one could make a living selling images for $1.00 to $2.00, but there are always exceptions. At 28, Yuri Arcus is the world's top selling microstock photographer and has a good chance of reaching his aspiration of earning $1 million from stock photography before he is 30.