Royalty_Free_Report

OPINION Our general opinion of royalty free photography in the UK. In our experience over the last couple of years we have noticed a large increase in the usage of RF photography – not only for our own convenience as designers (speed, ease of usage and cost) but in clients requesting that we use RF imagery only. At times, we have found this has been limiting but with more and better images on offer the selection process is improving. The ability to search for specific images over the web and purchase individual RF images has also been a positive factor - the convenience of being able to access the images 24/7 and to know immediately the costs involved is a big plus for us. Compared to working in the States, we have found the budgets allowed for design over here to be generally tighter and under greater scrutiny. That’s not to say there isn’t the money just that there seems to be an attitude for “value for money”. Clients want the flexibility to use any images we incorporate on other materials without the costs or hassle involved with RP. More clients seem to be aware now of RF photography and the fact that we could use multiple images from 1 or 2 CDs and the obvious cost effects of that. Along with that is the general knowledge of Photoshop - to add some ownership to the images, we are asked frequently to manipulate or create montages. With the increase in popularity of RF photography there has been a slight backlash - certain images have been overused and stand-out as RF – one case is PhotoDisc’s Supporting Cast figures and obviously more high profile work will use RP or commissioned photography. Overall though, a large majority of work is taking advantage of the benefits that RF offers. Projects where previously we wouldn’t have used photography due to budget or lack of image constraints are now able to maximise the effects of the availability of RF imagery. OPINION Who are the users of RF' The main users are design agencies, advertising agencies and in-house marketing departments (large corporate and smaller groups). Other users include magazine and newspaper publishers, book publishers, multimedia and internet designers. Will there be a demand for particular categories in the UK' Financial services, Insurance and general lifestyle seem to be very prominent. We have one client in the telecommunications sector who makes use of a lot of RF Lifestyle imagery in their retail design. There seems to be a lot of “metaphorical” design at present. Are the brands held by PunchStock familiar in the UK. Some of the brands are very well known such as PhotoDisc, Digital Vision and Eyewire and some will be known to regular users of RF such as BananaStock, Rubberball and Brand X Pictures. There are a large number though that I believe will not be familiar to the UK market and would benefit from a brief intro (optional if required) RESEARCH Relevant UK design publications. Design Week - weekly publication Campaign - weekly advertising publication Creative Review - monthly magazine Graphics International - monthly magazine Eye - quarterly magazine BAPLA produce a magazine “Light Box” which may be of interest. I have ordered a back-copy and will forward this on. Has a circulation of 6,000 + distributed to a targeted audience of “publishers, advertising and design agencies and broadcasting and freelance picture buyers”. The mailing list from Design Week is available to rent with a circulation of 12,000. All designers, ad agencies and marketing companies we know subscribe to DW. Centaur (publishers of DW and CR have a website mad.co.uk which you should visit. A banner ad on their site would be a good possibility - I have seen Digital Vision advertise there. Design shows. DM Show - 15-17 October at Earls Court. www.dmshow.co.uk Direct Marketing show aimed at the buyers of DM and based in central London. Well organised and seminars scheduled. Among the list of exhibitors are several design firms and Digital Vision. New Media Show - tba Still researching this area. RESEARCH Main RF competitors. Alamy Creatas Getty Corbis Comstock Robert Harding Are inserts for fax orders usual in stock photography catalogues. 50/50. It seems to be less common now. Stronger direction to either call or go to the web. PR firm. - www.mandarin.org.uk Mandarin are a London based firm with experience in the design and creative sector. I have made a general enquiry and they appear very capable and professional. Among their clients are design consultancies and the 2nd largest contract publishing business in the UK. Good contacts within the design and publishing industries and closely associated with the Design Business Association (DBA). They also have experience of working with US companies. If required, I can make further detailed contact.