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An Open Letter to the Art Directors Club
The American Society of Media Photographers (ASMP), in conjunction with Stock Artists Alliance, Advertising Photographers of America, and Editorial Photographers, today published the following open letter.
Written on June 2, 2005
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Myrna Davis, Executive Director
Art Directors Club
106 West 29th Street
New York, New York 10001
Dear Ms. Davis,
As leaders of various photography trade associations, we are writing you to express our concern that you have accepted sponsorship funds from On Request Images for your upcoming gala event. This sponsorship is a passive endorsement by the Art Directors Club and we are confident that this is not the message you really want to be sending to the creative community.
On Request Images, and other developers and promoters of the business model that's now commonly called "custom stock" promote the practice of photographers working on speculation. These so-called "stock" images are actually assignments done on spec and yield only the "winning" participant any compensation. We have heard troubling stories from photographers who unwittingly engaged in this model, thinking it was a "stock" opportunity. The leadership of each of the undersigned trade organizations has independently come to the same conclusion: The business model known as 'Custom Stock' does not appear to provide a viable and sustainable income for professional photographers and hence this is not a practice we can support.
Reducing any element of the creative process to this level of commodity business production and pricing appears to be counter to your own stated mission, "To promote the highest standards of excellence and integrity in visual communications."
There are times when assignment work is not needed and stock fills the bill, but do not be fooled by a name. There is nothing "custom" about "stock". "Custom stock" is simply assignment work done on speculation. Stock by its very definition is not custom and the pricing is commensurate with the more generic needs it fulfills.
The relationship between an art director and a photographer has a long tradition of being a wonderful creative collaboration and this premise has resulted in our most memorable advertising icons. You need only look at the samples on your own web site to clarify our position, and our dismay at hearing of this partnership.
We urge you to not ignore the threat that "Custom Stock" brings to our industry. We must consider building a future in which art directors and photographers are working together with respect and recognition of business practices that serve both well. Join us - educate your members and fulfill your mission.
Sincerely,
American Society of Media Photographers
Stock Artists Alliance
Advertising Photographers of America
Editorial Photographers
About ASMP
Founded in 1944, the American Society of Media Photographers (ASMP) is the leading trade association for photographers who photograph primarily for publication. ASMP promotes photographers' rights, educates photographers in better business practices, produces business publications for photographers, and helps buyers find professional photographers. It has more than 5,000 members, including many of the world's greatest photographers, in 40 chapters nationwide.
ASMP has previously spoken out against the Custom Stock business model that OnRequest Images has developed; a position paper is available at: http://www.asmp.org/news/spec2004/customstock.php .
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As a designer...
OnRequest's innovative business model works for me as does all the other newer and traditional photography business models. As a contractor, which model I choose depends on the situation at hand. On the contrary, it seems the ASMP photography folk are emotionally driven while trying to protect tradition and profits in the face of market-driven change. If you really want to start a debate, let's bring up the self-serving idea of exclusive rights. Which, ironically, OnRequest still employs even in their model. I mean, how could it be that a photographer shoots an art directed assignment, receives a fee for his/her products and services, then still claim the rights to the images shot specifically for the client...?? If that's the case, I need to start leasing my clients' logos to the next buyer.
inspiration/perspiration?
-it's the shade of difference between art and technique, between research and development- when the bottom line is the dollar, the best technique- the best means to the end- wins; the ivory-tower idealists, the poets, the composers, the arts-for-art's-sake folks may well dream- and starve, like the aspiring grant-writers in basic science. Too bad for us, by enriching the pockets of the middleman, we sell out the soul of the art photographer. Humanity does not win.
Kudos!
A big thank you to ASMP, APA, SAA & EP for voicing the opinion of many talented but struggling photographers. I so wish we could unionize and hold a strike. No new imagery and no stock sales. Let's see if Corporate America will be able to sell it's wares without us. Our rag tag army of image-makers could possibly bring the economy to tears. Let's see then who makes the rules.
This letter is not good for Photographers
I have been following OnRequest for some time and have always felt that OnRequest Images has treated its photographers very fairly. OnRequest is lead by David Norris who is himself a professional photographer and a very nice man. OnRequest has done many artist-friendly things to distinguish themselves including, offering use of studio space and equipment to its artist for use free of charge, and producing complex shoots for potential stock requests and sharing all revenue from these shoots 50/50. Don't forget that these same Photographer's organizations have a history of protesting new business models and many of them preached against the evils of Royalty-Free licensing a few years back. Today some of the most successful Photographer's I know (Ron Chapple, Jack Hollingsworth, Etc...) are those that embraced the royalty-Free business model early on. These photographer's understood that Royalty-Free licensing served the needs of customers in a way that Rights-Managed images simply could not. I think we will see that the Custom Stock Business model (although frightening at first) will prove to be a good thing for both photographers and photo-buyers.
-Brent-
www.abouttheimage.com
This is too silly
"We have heard troubling stories from photographers who unwittingly engaged in this model, thinking it was a "stock" opportunity." Good grief! The policy of OnRequest Images is clearly stated on their web site. You are your own worst enemy if you go into any business relationship blindly. In citing 'OnRequest Images', you have advertised (promoted) their service, whether you think they are a reputable site or not. Tip: open letters intended to sway opinion usually backfire.
Guess what?...This is where our profession is heading
We all saw the disintigration of the typography business.... then we saw photography assignments disappear as stock became the photos of choice, (available same day, less expensive than attempting a shoot, and searchable by your office support staff -no artistic eye necessary.) now there are services like stock layouts to replace designers...
Guess what? Now that everyone has a computer, a digital camera and a color printer, I have been forced by clients to produce the worst looking print jobs in my entire career as a designer. It is depressing and discouraging. The clients (usually your typical office workers) are art directing the projects! Could you make this blue? can you put a tint of color behind this text?, use this photo- my six year old took it and I just love it! These are just a few of the many directions I take from clients on a daily basis. As a designer, I have been reduced to the hands that are able to run (afford) the specific software that printers request their customers use for print. I have walked into meetings with clients where the creative direction is expressed like this... "we called you in to tell you we would like you to make a bookcover with a flourescent green background and black type. We already met with our printer and they have given us a price, so get this to us as by tomorrow so we can get on press with it." Also, could you bring us your ink book so we can pick out the green? Do you think this is design or hand holding? I am so sick of my clients calling and asking me how to produce artwork for print and expecting me to give them the fastest solution over the phone when they can't open or place a file....where will this end? Obviously, I am ready to get out of this direct mail/publishing scene as directed by people that sit at desks and work on computers, and move forward to produce some long lasting art and regain my self respect and artistic sensibilities in a less client driven atmosphere.
If you can live with being someone else's hands...graphic design is the profession for you! Creativity is not something to be micro-managed in this way, it becomes unrewarding in any physical or mental sense. I don't see it getting better, but worse! I am told often that anyone can do what I do, with the right tools...Guess what? Now they can! and let them eat cake!