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Photographers want to get the best possible price for their pictures, especially if shooting them has been difficult, dangerous or expensive. The report went on to state that вЂњAn effective image licensing system balances the needs of the photographer, supplier and client. But this is at a price point that is not viable for the specialist photographer.ДЄs Giulia Carnera-Secchi, Senior Picture Editor Good Housekeeping, said, вЂњWhenever I see a complicated pricing structure, I go elsewhere to get that picture.вЂќВ And Marco Oonk, Editor, Fast media Magazine and Co-Founder of Picturemedia agreed, вЂњOur clients find it increasingly frustrating, because itвЂ™s hard to predict what you are going to pay when there are 40,000 price options.вЂќ These relative newcomers have thrown down the gauntlet to established stock photography companies and achieved impressive sales in the process.

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Microstock photography has emerged to offer customers a simplified licensing system for Royalty Free images, involving subscription or micropayment. There are signs that this is already happening. The stock photography industry needs to ask itself: are we making it too difficult or complicated for customers to purchase image rights? And do we need to adapt to the needs of a new breed of customer? This type of customer wants to purchase images through legitimate channels, but finds the existing licensing system complex, confusing or cumbersome. Misinformation вЂ“ the perpetrator is aware of image rights but thinks that, for example, if you credit the original picture source or use the image for non-commercial purposes, then it can be used legitimately.ДЄnd the report also went on to identify a fourth category, which can be described as the вЂњhonest but hamperedвЂќ customer.Ignorance вЂ“ the perpetrator is unaware of image rights.Dishonesty вЂ“ the perpetrator knowingly breaches the ownerвЂ™s rights.ItвЂ™s a huge problem and I donвЂ™t think weвЂ™ve reached the apex of the situation.вЂќВ The three most common reasons why rights are not obtained are: And as Roy Clark, Digital Media and Photography Lecturer explained, вЂњThe generation thatвЂ™s coming up, grew up with the internet, and the idea that the stuff is free is pervasive. The white paper also questioned the reasons why image rights may sometimes not be properly acquired. By adopting the latter strategy, our industry stands a better chance of controlling quality and maintaining revenues.вЂќ The question is whether our industry adopts a strategy of reacting to events or becomes more proactive, by introducing new and innovative business models and licensing systems. Commenting on the conclusions of the event James West, CEO of Alamy said, While photographersвЂ™ production costs have increased, their day rates have decreased, and getting a good price for pictures is more challenging. The consensus is that these are challenging times for the industry especially for photographers. Technology has failed to solve the problem of unauthorised image use so a simplified system is needed.Online image sharing is endemic and there is no sense of the commercial value in an image.Conventional licensing models are complicated and outmoded.Complicated pricing structures are a disincentive to first time picture buyers.Photographers are finding the current market hard.Participants included picture buyers, photographers, journalists and commentators as well as stock image providers. The round table discussion, hosted by Alamy, had key decision makers in the industry debate image licensing and pricing. International stock image company Alamy has published the results of an industry think tank looking at the way in which we pay for images and how photographers are compensated. The stock image industry has to challenge the status quo of the current pricing and licensing models if it wants to be fit for purpose for 21st century image use Alamy publish report following round table discussion featuring key industry figures

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