In his own words: Jack Hollingsworth on the future of the stock photo industry
Recently asked to give his opinion about the future of stock photography, Jack Hollingsworth offered the following thoughts which we gladly share with our readers. For those who don’t know him, Jack has a long history as a successful stock photographer, creative director and founding partner in several stock photo production companies. We encourage and welcome our readers’ comments on what Jack has to say. "the traditional stock photography model of doing business, as we know it, is on the verge of extinction..."
"the traditional stock photography model of doing business, as we know it, is on the verge of extinction. this industry, good or bad, like it or not...is painfully making way for the new guard and a web 2.0 world. that is moving at the speed of light. the industry is broken. few would disagree. it doesn’t need a tune-up. it needs a major overhaul. a complete rebuild. from the ground up. from top to bottom. every screw, nut and bolt. from how an agency is staffed, to how it talks with customers. and everything in between.
doing the same ol’ things in the same ol’ ways is only going to net us the same ol’ results. our community doesn’t need day surgery. we need an intense, under the scope, quadruple bypass. no exception! all of us, creator and distributor alike, need to get with the program. or there won’t be a program. the challenges and opportunities have never been more seismic.
ironically, never before in the industry of photography has there been a more insatiable appetite for pictures. so there is still plenty of money to be made. and opportunities to exploit. but the spoils will go to the new heroes, not necessarily the old guard. those who have ears to hear and eyes to see. those who can adapt, reinvent, change, and challenge the conventional wisdom of how images are brought to the world.
going forward, i strongly believe that one’s success, whether you are an independent photographer or a big box retailer...will be principally determined not by your past, but where you go from here. not what you’ve shot, but what you will shoot and how you will shoot it. and certainly and most importantly, not by your business acumen from legacy education and experience...but in your ability to enter swiftly and decidedly into a viral conversation with the hyper-connected, hyper-interactive, hyper-transparent and hyper-involved photo buying community of today. your future depends on it! our industry waits in the balance."
~ jack hollingsworth
Web-site: JackHollingsworth.com
Comments
As much as I respect Jack, his work and his years contributing to the growth in the industry, I have a different take on the direction of Stock Photography. Photographers went from pinhole cameras to shutters, b&w;to color, sunlight to studio lighting, film to digital- rights managed to royalty free, CD rom distribution to the web, Adaptation is what we do to survive. Granted the industry is changing but that’s not necessarily bad. In all industries, there will be those that do not adapt and cease to exist. Darwin had it right “Survival of the Fittest”.
As a producer/ distributor you need to ask yourself three simple questions:
1. Can I stay in this industry, and ride out the ups and downs of fluctuating sales?
2. Can I produce or acquire a higher quality image for less?
3. How can I maximize my return on my investment?
I think we all need to be realistic as to the real value of an image. How does one determine the value? By knowing what the customer willing to pay.
Posted by: val Gelineau | April 16, 2008
i love val’s comments above (btw, val is a friend and respected colleague - plus runs a pretty darn good subscription site - photospin.com). i think we’re saying the same thing, in a round about way. the fittest will survive, indeed. no doubt about it. all i’m saying is that this survival will take a different form and shape than what most traditionalists perceive and proclaim. i love stock. i love stock agencies. i love the stock photography community. i love stock pictures. and i’ll continue to tirelessly and passionately wish it well. survival of the fittest, baby. thanks, val.
Posted by: jack hollingsworth | April 17, 2008
With all due respect, tell us something we don’t know.
Posted by: Tim McGuire | April 19, 2008
These are strong words. But they don’t say how the industry needs to change, nor relay any real predictions. Yes, the successful companies will be innovative and groundbreaking....but that holds true for any industry, anywhere. Welcome to the 21st century.
Posted by: Will | April 21, 2008
A vague “what we need to do” without specifics on “how to do it” is just hot air.
Posted by: dbltapp | April 23, 2008
so true....
you may want to read what was posted today on about the image
Continue reading “Another take on the business: Val Gelineau Founder of Photospin” ยป
Posted by: val Gelineau | April 23, 2008