International Market

52

November 13, 1996

One of the highlights of Viscomm '95 was the large number of agents from
overseas who were present. Foreign sales represent more than 50% of the world
market for stock photography and the percentage is growing. Some of the
comments made by these agents are worth considering.

• In Europe life is not as fast paced as it is in the U.S. Therefore, images
  that show people relating in a more relaxed way may do better than images that
  give the feel of rush, rush, rush.

• Emotions need to be real. Ton Mancini showed two images of business men
  expressing the concept of winning. One seemed to shout YES! BINGO! I MADE
  IT! not yipee. He pointed out that yipee won't sell.

• There needs to be real interaction between people.

• Latin Americans are not look alikes for Italians or Spanish.

• Trendy pictures are often not good because the trend may be out of date
  before the image actually gets in catalog circulation. (As we move into the
  on-line environment this problem may be solved, but it is a problem now.)

• We're selling illusions. Simple, clean, beautiful.

• Europeans are more touchy, feely. Holding hands on the street is OK in
  Europe. Two women holding hands in Europe is OK, but probably not in U.S.

• Europeans are less inhibited and will use more sensual images than in the
  U.S.

• Images that show a sense of humor will do better in Britain than the U.S.

• Multi-cultural images don't do well overseas.

• The strongest sellers in Japan are landscapes, children and wildlife.

• Simplicity and serenity have deep roots in Japanese culture and images that
  illicit such feelings do well.

• There will be 600 million Asian yuppies by the year 2000. Single yuppies
  have more spendable resources than more mature families. Travel market will
  focus on them.

• Images need to be unique. Marcelo Brodsky said, "Vision doesn't come from
  looking in a rear view mirror."