Getty Images unveils low-cost online offering
Getty is targeting the community of blogs and online news with the launch of a new low-cost offering, BJP can reveal
The Web & Mobile images products are two ‘very small file sizes’ dedicated to online usage, says Andy Saunders, vice president of creative imagery at Getty Images. The files measures no more than 170 and 280 pixels and have been designed specifically for online and mobile use. Prices starts at $5.
‘We recognise that customers’ needs are changing,’ Saunders tells BJP. ‘There is a growing demand for quality content for online news. These sites and blogs need to be refreshed regularly and the publishers are not ready to pay the same price as they would for print products. We needed to offer a product that is smaller and cheaper to meet these needs.’
All of Getty’s creative imagery house collections and archives will be available in the new sizes. However, it will not be the case with some of Getty’s image partners' collections. ‘Some of our image partners have different price structures and agreements,’ explains Saunders.
Increasing concerns in regards to the unlicensed use of copyrighted material has also been a catalyst for the new price structure, confirms Saunders. ‘It really concerns us,’ he says. ‘We wanted to get a product out there that encourages people to buy quality imagery at better prices. While image infringement might be easier, it’s also easier for us to track the infringers. This problem won’t go away, but hopefully this will help.’
The 170 and 280-pixel files will only be available for online usage, says Saunders in a bid to reassure photographers that the lower prices won’t affect traditional sales. ‘It can’t be used for more traditional uses,’ he says. ‘We’ve definitely seen a decline in the price of imagery, but the market has changed and the dynamic created by microstock has added to that. Getty’s new offering will allow photographers to make a play in this market.’
He continues: ‘There will be concerns, but the more pragmatic photographers will see it is a part of the market we need to be in. It’s a change of approach, but we can’t let the value part of the market be taken on only by microstock companies.’
Saunders adds that the new pricing structure should not affect the Getty-owned microstock website – iStockphoto. ‘This area of the market is large,’ he says. ‘Customers will now be able to use Getty’s content at a better price. Our range of imagery is different from what iStockphoto offers. People will be able to buy from both sites.’
The new image sizes will be available at the following prices:
Royalty-free images
170 pixels = from $5
280 pixels = from $15
413 pixels = from $35 (down from the previous tag price of $49)
Rights-managed images
170 pixels = $15
280 pixels = $35
413 pixels = $49
For more details, visit gettyimages.com.
dfsfs
