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Two Kinds of Selling

With the advent of CD-ROMs and on-line Web sites, the Digital Age has introduced a new kind of hybrid stock photographer, who can reap the benefits of both proactive and reactive marketing.

No longer is it necessary for the proactive photographer (one who actively markets his/her own photos) to be confined primarily to a limited number of specialized subject areas in order to capture sales. The proactive photographer, who has historically concentrated on providing material to specialized magazines and book publishers who focus on a specific few subject areas, that match the photographer’s photo coverage specialties, now also can effectively branch out and market “general” photos to a broad range of markets.

Many of these markets were unattainable to the sole-proprietor independent photographer in the past. Today, thanks to the catalog-type function of CD-ROMs and Internet Web sites, photographers who were successful “specialists,” can now also place broad selections of photos in these “catalogs” and wait (reactive) for responses and sales.

PROACTIVE MARKETING (Direct selling)

PROACTIVE photographers sell their stock photos by confining their coverage to a specific few interest areas (e.g. medicine, automotive, dog training, aviation, education, travel, agriculture, etc.). They specialize in these areas and sell their stock images to special interest magazines and book publishers who are looking for photos in these exact areas.

This is called vertical marketing.

ADVANTAGES. You work with a select group of buyers whose picture needs match the areas of your strong photo coverage. These buyers come to depend upon you as a valuable resource for them.

REACTIVE MARKETING (Catalog selling)

REACTIVE photographers are “generalists” and photograph a wide variety of subject matter; they do not focus their picture-taking on any particular specialties.

This is called across-the-board marketing.

ADVANTAGES. You place your photos with stock photo agencies, on your own website, and/or on CD-ROM discs. You use these vehicles as catalogs, where photobuyers from a broad range of markets can view and download your work. In some cases they contact you directly when they find photos of yours that meet their needs.

Today, thanks to the advances in electronic communication and commerce, the independent photographer can now wear both hats and enjoy the best of both worlds.

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