####################################################### PhotoStockNotes, April 2008, Week One, 451A ####################################################### Design--Your Important Tool `````````````````````````````````````````````````````````````````````````````````````````` Advance Notes: We interviewed publisher, Rohn Engh, for this article. His insights can provide you with a marketing (and design) roadmap for the coming years in stock photography. Q. Are you basically a photographer, author, publisher, or what? A. I’m all three, and at different periods have focussed on each of the disciplines in turn. In each field, I have found the fundamental requirement to be a good understanding of design. I was trained in design at Maryland Institute of Art for four years, but I didn't really learn design until I left school. I'm still learning design. Q. How do you apply design to taking a photograph? A. Every creative endeavor has two components, format and content. One can't exist without the other. A designer works with both. In my seminars, I teach photographers how to design their images so that both these components are present. If the format is solid and the content is compelling, you'll have a winning photo -- whether it's for editorial use or for an advertising campaign. Q. What kind of format are you talking about? A. It's not a hard and fast rule, but most appealing photos these days are those whose format starts with a meaningful background, includes an appropriate person or persons, a provocative symbol, and has the person(s) involved with the symbol. The design of the picture should be bold, poster-like. Q. And content, how do we get that into the picture? A. While format is a matter of engineering, content, on the other hand, brings out the artist in you. Your image should evoke a mood. It should allow the viewer to "read into" the picture. Your photo should allow the viewer to be a collaborator in your image. That's what good picture design is all about. Q. Did you learn all this at art school? A. No. When I attended art school in the mid-50's, design was more or less an elective. It took a back seat. Design was what happened after the product and marketing people did their part. I learned how to apply design properly after I got out of school. Successful companies today include design as a strategic and tactical weapon. Designers are now part of the integrated team in Corporate America. Q. Why has design become so important? A. The buying and viewing public are far more sophisticated today than three or four decades ago. Whether you are designing a photo or a camera bag, a shoe box or a dishwasher, the way your idea is presented to the public (a very fickle public, by the way) will determine acceptance or rejection. Q. Even if the product is inherently "the best" -- if the design elements are lacking, the product will fail? A. In most cases, yes. This applies especially in commercial stock photography, where a static generic picture-postcard of a beautiful scene will attract fewer viewers (and photobuyers) than one composed with the design elements I mentioned earlier. Q. How does design affect stock photography as part of the New Media, e.g. web photos, CD ROMS, on-line photobanks? A. It's no secret that stock photography has entered "the new economy," which is affecting all businesses, both locally and globally. The world is changing. You get competition for your photos from Spain as well as Maine. Prices are falling, but if you design your business structure well, you will be able to produce more. Q. Meaning? A. Corporate America, through the 70's and 80's, protected profits by shrinking their operations and cutting costs -- thanks to technology. But the shrinking is over. Profits now come from automation and volume production. If you design your business structure to fit the times we live in by utilizing today's available technology, plus design your stock photography using the format principles I first mentioned, you will move to the head of the line. Q. Can you be more specific on what this means for stock photographers? A. Today's cameras are much more sophisticated than the point-and-shoot cameras of the 70's and 80's that the pros looked on with disdain. The automatic controls on cameras today make it nearly impossible not to get a technically fine image. Couple that with Internet ordering of everything photographic under the sun, and you have a New Generation stock photographer -- the automated photographer who can operate on-the-fly and in remote locations, plus can provide more volume to his markets without increasing overhead. Q. Can amateur photographers capitalize on the phenomenon? A. More than ever, because they have access to the same equipment and production materials that the pro does. Times have never been better for the part-time stock photographer. Q. How about marketing those photos? A. We're back to the importance of design again. This time in relation to business structure. A stock photography business designed to take advantage of the new hardware and software can also automate the selling process. A well-designed website is a starting point. Here at PhotoSource International we offer stock photographers the opportunity to join the new economy even if they don't own a computer. Photographers can enter text descriptions of their specialties and stock photos (using up to 3000 words) on their own pages in the PhotoSourceBank Directory section of our website (www.photosource.com). Photobuyers turn to the PhotoSourceBank to locate photographers who have the image they desperately need, when they're in search of something specific, whether it be photos of an area of Hong Kong or Walla Walla, Washington. Q. What do you see as the greatest hang-up for stock photographers today? A. Too many stock photographers are clinging to the "old way" of doing business. Yes, there are many photobuyers who continue to operate their photobuying routine in the old way -- and this fosters the illusion that it's "business as usual" in our industry. But there's much more business to be had -- when stock photographers utilize the emerging global markets, for example. And there's the reverse: graphic houses and corporate art directors are realizing they no longer are confined to photographers from their local Yellow Pages, but rather they can just as easily tap the wealth of talent on the Internet, where in many cases they might find a better match for their visual needs. Q. Do you have examples on how a photographer can move forward to strengthen his stock photo operation in today's business climate? A. Yes. To design your business structure to take advantage of today's technology -- you will establish a presence on the Internet, with a website of your own, with hyperlinks to related websites. You will list your photo descriptions in the PhotoSourceBank Directory, and put examples of your work on PhotoSourceFolio, an internet image gallery. You will publish a CD featuring examples of your area(s) of expertise. You'll sign on with a stock photo agency that has a foothold on the Internet. You'll subscribe to a marketletter such as PhotoLetter or PhotoDaily to make sales. By doing all this, you will be doing what Corporate America will be doing in the coming decade to utilize today's new opportunities for delivery of product and making new sales contacts. And if your products (your stock photos) are designed to conform to the marketing needs of photobuyers (in the areas you love photographing) -- you will be riding the top of the wave of the next generation of stock photographers. Rohn Engh, veteran stock photographer and best-selling author of “Sell & ReSell Your Photos” and “sellphotos.com,” has helped scores of photographers launch their careers. For access to great information on making money from pictures you like to take and learn how to sell pictures, and to receive this free report: “8 Steps to Becoming a Published Photographer,” visit his website, PhotoSource International or call 800 624-0266. YOU AND THE LAW ```````````````````````````````````````````````````````````````````````````````````````````````````` GETTY IMAGES ANNOUNCES ITS SALE TO A PRIVATE EQUITY FIRM   Getty Images, Inc., by far the longest stock photography agency in the business, announced that it is being acquired by affiliates of the private equity firm Hellman & Friedman LLC. Getty stockholders will receive thirty-four dollars for each outstanding share “in cash” (actually by check) sometime after the effective closing date. However, there is always the chance that there will be an increase in evaluation as a result of the class action litigation which is pending or other public shareholder complaints.    As you will recall, on January 19, 2008 Getty publicly announced that it was exploring “strategic alternatives” which meant its Board of Directors were looking for a buyer. The actual selling price of $34 represents a 55% increase over the closing price on its stock as of close of business the day before the announcement was made. This can be read as either the stock was trading at a gross under valuation, or the purchaser was agreeable to paying a premium over current market prices. However, the $34 per share value is still substantially less than Getty’s high for the prior 52 weeks which was over $52 per share. SECOND QUARTER   The Board of Directors of Getty Images has approved the merger agreement and resolved to recommend that Getty Images’ stockholders approve the transaction. Completion of the transaction is subject to shareholder approval and other customary closing conditions. The transaction is not subject to a financing condition and is expected to close in the second quarter of 2008.    Andy Ballard, managing director of Hellman & Friedman, said in a press release relating to the transaction that:“Getty Images is the leader and pioneer in the visual content and digital media business. We believe in the vision and execution capabilities of Jonathan Klein and his team, and share their commitment to the Company’s stakeholders and customers. We look forward to working with all of Getty Images’ employees to realize the full potential of its traditional businesses while furthering the evolution of Getty Images into a global digital media company.”   On March 18, 2008, it was announced that Federal anti-trust regulators cleared the deal, finding no anti-trust issues that would bar the transaction. MORE MONEY?   On the other hand, a class action lawsuit relating to the valuation of the buyout offer has been filed in the Superior Court of Kings County, Washington State, seeking “the highest possible offer for the public shares” according to a statement made by the plaintiff’s attorney. It is not yet clear whether this suit will result in a higher per share purchase price or whether it will simply be dismissed.   It is also unclear how the acquisition, assuming it is approved by the stockholders, will effect the stock photography marketplace. One could assume that business will be conducted as usual under new ownership.   Attorney Joel L. Hecker lectures and writes extensively on issues of concern to the photography industry. His office is located at Russo & Burke, 600 Third Ave, New York NY 10016. Phone: 1 212 557-9600. E-mail: HeckerEsq@aol.com. ADS WE’VE READ ``````````````````````````````````````````````````````````````````````````````````````````` Learn Digital Photography Now by Dan Feildman. Reveals insider professional tips and tricks for taking top quality photos with your digital camera (even if you're a complete newbie)... Are you frustrated with not being able to take high-quality photos with your Digital Camera? You're just a click away from learning simple and satisfying tricks used by professionals to take consistently fine photographs.  Learn Digital Photography Now MARKETING TIP Stock photographers can get by with only a small investment in camera equipment. Unlike the service photographer who must be "versatile", the stock photographer can get by easily with a 35mm camera and three lenses. If your excess equipment is gathering dust, sell it. Your stock in trade are your pictures, not your equipment. Photographers featured next week on PhotoSourceFolio ````````````````````````````````````````````````````````````````````````````````` JIM WEST jim@jimwestphoto.com http://www.photosourcefolio.com/1173 Watch for developments in the field of stock photography in PhotoStockNotes PHOTOGRAPHY IN THE NEWS You’ll be the first to know… `````````````````````````````````````````````````````````` Note: If the URL is long, it may extend to two lines. In that case - clicking on it won’t work. Instead, “copy and paste” the URL. LOST PHOTOS. Court Orders Corbis to Pay $834K in Two Lost Image Cases - The US District Court for the Southern District of New York has hit stock photo agency Corbis with two separate orders to compensate photographers for lost images in recent weeks. http://www.pdnonline.com/pdn/newswire/article_display.jsp?vnu_content_id=1003742308   GETTY GAVEL GETS GREEDY. Could Still Accept Better Merger Offer - Documents filed with the Securities and Exchange Commission Thursday show that the Getty board continues to hold out hope for a better deal than the $34 a share offered by private equity firm Hellman & Friedman. http://www.pdnonline.com/pdn/newswire/article_display.jsp?vnu_content_id=1003782095   FOSSIL FOTO. Image could point to earlier dawn of photography - A New York auction house is selling a primitive photograph that could be a much earlier work than originally believed. If so, it says, it would be one of the most important discoveries in the history of photography. http://www.usatoday.com/tech/science/2008-03-27-image-early-photography_N.htm?csp=34   PUBLISH A PHOTO BOOK. BLURB launches international online photography book competition - Entries are invited from now and the closing date is 14th July 2008. http://www.swpp.co.uk/professional_imagemaker/news/blurb-comp.htm   WHAT WOULD CARTIER-BRESSON THINK? Street photographers fear for their art amid climate of suspicion - As far as the public's concerned, if you're a man with a camera you're probably a paedophile. And now, if we look 'odd', we're also more than likely terrorists." Stuart dislikes the double standard that fights for the freedom to shoot document life in Iraq and Afghanistan but gets squeamish about invading privacy at home. http://entertainment.timesonline.co.uk/tol/arts_and_entertainment/visual_arts/article3574763.ece   THE POWER OF PHOTOS. Whoever controls images will have great social influence. Has the camera damaged religion’s attractiveness? http://www.guardian.co.uk/commentisfree/2008/mar/27/religion.filmnews?gusrc=rss&feed=news THE DARKROOM EXHUMED. Black-and-white photography won't be shuttered –part of the counter wave. They have invested in equipment and space in recent years to keep the program competitive with its digital counterpart. “Working in the darkroom is almost spiritual,” White said. “You have to have a different mindset.” “Every frame counts” has become a mantra for film photographers. http://www.columbian.com/lifeHome/lifeHomeNews/2008/03/03302008_Black-and-white-photography-wont-be-shuttered.cfm FAMILY PHOTOS EVERYWHERE. Across the globe, as many as 112 million people have a traceable public blog, according to Technorati. Bloggers cite a growing number of "mom blogs," where families post pictures of their children and tell stories about things such as their latest road trip. But is it safe? http://www.redorbit.com/news/technology/1308587/posting_photos_online_may_jeopardize_your_family/index.html MORE ENERGY. JOBO Rechargeable Batteries - The JOBO Energy PREMIO battery line has been developed specifically for use with digital SLRs, compact point-and-shoot digital cameras and camcorders. In total there are about 300 battery model. http://shutterbug.com/news/030608jobo/ HOT PHOTO FESTIVAL. Photography fans flock to Palm Springs Photo Festival. Hidden in a chic corner of Palm Springs, visitors would never guess they were approaching a photographer's oasis. http://www.mydesert.com/apps/pbcs.dll/article?AID=/20080331/LIFESTYLES0104/803310315   ANOTHER FESTIVAL. Artists to converge on Cave Creek for film and arts festival, which highlights works in visual arts, photography, song, poetry and Choreography. http://www.bizjournals.com/phoenix/stories/2008/03/31/newscolumn2.html?ana=from_rss ADOBE AIMS AT THE FED’S COFFERS. Adobe seeks greener pastures - Multimedia giant takes aim at selling government solutions. Adobe Systems Inc., known for its Acrobat, PhotoShop and Flash Player multimedia software, has launched a three-year strategic plan to add enterprise solutions to its government offerings. http://www.washingtontechnology.com/print/23_05/32480-1.html PIONEERING AERIAL PHOTOGRAPHER DIES. Mary Meader, 91, who as a spunky new bride in the 1930s took off on a 35,000-mile journey to advance geographic knowledge by making unprecedented aerial photographs of South America and Africa, died Sunday in Kalamazoo, Mich. She was 91.   http://www.nytimes.com/2008/03/22/us/22meader.html?ex=1207022400&en=64b6c88989e617f0&ei=5070&emc=eta1   A FIRST. If Nothing Else, LeBron James Dustup Proves That Photographs Still Matter - Here's what some commentators and bloggers are saying about Leibovitz's magazine cover shot of LeBron James and Gisele Bundchen -- the first Vogue cover featuring an African-American man: http://rising.blackstar.com/if-nothing-else-lebron-james-dustup-proves-that-photographs-still-m.html   HERE’s ANOTHER LAUNCH. Look Launches New E-Commerce Website - LOOK, a creative resource for commercial and editorial, home and architectural stock imagery launched a new e-commerce website, where you can buy both rights-managed and royalty-free images. http://www.stockphotographer.info/content/view/673/92/ END.