Got Stock?
By Rene Ramos
You probably have searched for, obtained or at least heard about stock photography and how accessible it can be. But do you know when to choose Royalty-Free over Rights-Managed imagery or even what the difference is between the two? Many times there is no right or wrong choice, as each carries its own benefits. This article examines their differences and assists you in making your own selections from a few of the leading stock photography agencies. Additionally, we examine the educational benefits of contributing your own Royalty-Free stock photos.
Royalty-Free (RF)
In the case of RF image collections “free” does not mean that rates do not apply. Royalty-Free speaks directly to the fact that you will not incur additional charges based upon the way you plan to publish your project. Once purchased, RF images can be used repeatedly and without additional costs. File size is really the determining factor for one-time rates per image. Smaller file sizes (lower resolution) will restrict an image’s use to online treatments such as a website, while larger file sizes (higher resolution) are appropriate for printed, press-quality projects and can carry a larger price tag.
You should consider RF images if:
- The project requires numerous images that are not necessarily the primary visuals
- The image visually supports the key identifier
- Your budget limits you to more economical image collections
- You are willing to conduct your own image searches
- The image you seek is not found within a Rights-Managed image collection
Two of the leading RF agencies are:
Model releases may or may not exist for RF images. In some cases, you will be cautioned that additional releases may be required and that contacting the photographer and/or model(s) directly may become your responsibility. Please also note that purchased RF images cannot be resold or loaned out as your own. Before purchasing the image, be sure to check the license agreement carefully for further details.
Rights-Managed (RM)
Think of RM photography as one image that you rent for a set amount of time and at a specific cost, negotiated through a stock agency or directly through the photographer. Many factors will determine the rates applied such as size, placement, area of distribution and the period of use. RM agencies will ask many questions about your project and the intended use of their images before releasing their rates. Keep in mind that other uses of the same image(s) will be subject to additional rates. Rates can run from a few hundred dollars for a small brochure, up to several thousand for national-level advertising.
Model releases are also taken into account when establishing rates for RM images. Such releases are very important and will help you avoid unexpected legal charges later. Please note that RM images cannot be resold or loaned out as your own. Be sure to check your RM license agreement carefully for further specifics.
You should consider RM images if:
- The image is the key identifier in a high visibility campaign
- Your budget permits acquiring professional-level photography
- The project carries enough significance to require exclusive use, thus ensuring competitors will not be using the same image
- You wish to have the RM agency conduct image searches on your behalf
- The image you seek is not found within more economical Royalty-Free image collections
Two of the leading RM agencies are:
Home Grown Stock
If you have a passion for photography, consider becoming a contributing photographer for RF stock agencies. Studying, testing and passing a strict approval process are required, but the free training rewards are well worth your time.
Once you have become an approved contributor, every image submitted is marked as pending approval. If your image is not approved, you will be supplied with information detailing specific reasons why and provided with online training locations so that you are better equipped for re-shooting.
Our team holds firm in the belief that a successful client-agency relationship is conducted as a partnership. As always, LeapFrog Solutions is here to help at any point in your marketing communications and planning process. We understand the challenges, time restrictions and budget constraints you may be facing. Through our integrated approach we are able to deliver a clear road map based on sound strategy, remaining dedicated to Make Your Message Matter®.
As the LeapFrog Solutions Creative Director and author of this article, Rene Ramos has enjoyed the privilege of contributing photography and illustrations to both iStockphoto and Shutterstock since 2006. Take a moment to check out his work.
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