Who Loses by Focusing on Increasing Traffic

Traditional photographers argue that it is impossible to make money by licensing their images at microstock prices. They say volumes will never make up the difference. Despite that argument, Getty Images is licensing more and more images at Premium Access prices, which are not all that far away from what microstock sellers charge. Getty's volumes are not making up the difference for traditional photographers, but that is because Getty is selling these images to volume customers who used to pay traditional prices---not reaching the new customer base that microstock addresses.