Is Assignment Photography Dead?

It is commonly acknowledged that commercial photography is a $6 billion annual business worldwide with with assignment photography claiming $4 billion of those sales. The remaining $2 billion is generated through the licensing of existing images, the business we know as stock photography.

The majority of ASMP members are assignment photographers, fulfilling a specific client need for a pre-determined price and usage with the client bearing the production costs related to executing the job. So, why is ASMP spending so much time talking to you about the stock photography business? We do this because it is imperative that every assignment photographer becomes aware of industry trends, particularly in the area of stock. Knowledge is the first step to finding solutions.

Assignment photographers are being hit from all sides by slashed advertising budgets, rights-grabbing contracts and technology demands. Add the explosion of the stock photography business over the past decade and sustaining an assignment business becomes very difficult.

Independent assignment photographers have long rested their futures on the belief that the unique and specific needs of buyers would remain under their exclusive purview. Prepare yourself, because this is no longer true. Knowing that the largest market in commercial photography is in fulfilling extremely specific image needs, stock distributors are developing ways to expand their services and grab a piece of that $4 billion assignment market. This isn’t inherently malicious nor does it mean that photographers will not still be needed in the future, but it does signal that the owners of the mega archives and distribution channels will play an ever increasing role in how our businesses fit into the landscape.

Royalty Free Stock, existing images licensed with virtually unlimited usage rights, has dramatically expanded its reach beyond its original low-end intent and now competes head on with traditional rights-managed stock imagery and assignment work. Stock images are of higher quality, cheaper and more accessible than ever before. Add to this the new business model known as “custom stock” and we have an ever-increasing threat to the livelihood of assignment photographers.

The “custom stock” business model offers clients assignment-specific imagery at stock prices. And, it goes one step beyond traditionally commissioned assignment work (every project is actually photographed by multiple photographers on speculation) by offering the client a choice of images with no obligation
to purchase. Learn more about custom stock by visiting www.asmp.org/customstock.

The assignment photographer lost the business of creating generic photographs when the stock photography business became part of the mainstream advertising workflow. No buyer needs to commission a photograph of a woman at a computer or a pastoral landscape anymore, as a selection of these types of images are just a click and credit card purchase away.

The “custom stock” business model is targeting assignment work even more directly with the hybrid approach of stock pricing and assignment service. The client is the winner—getting more for less money. The photographer is the loser—giving more for less pay.

The lines of our job distinctions are getting blurred. Rental studios now hire photographers on a work for hire basis, putting themselves in direct competition with independent photographers who used to be their client base. Corporate photographers with less work are taking on wedding photography and, sadly, often deliver film or digital files to the client with no restrictions. This is contrary to established procedures of image use based on specified rights. Ad agencies are using on-line job bidding systems adding to the commodification of our services. Large stock agencies are becoming assignment agents, putting them in competition with Associated Press, Magnum and independent artist reps.

If you haven’t felt the impact of these changes, I can assure you that you will soon. These trends are real, growing and evolving everyday.

Start finding solutions by educating yourself about these business realities. ASMP recently launched a bi-weekly Newswatch e-mailed to members—the latest news related to our industry concisely presented in one e-mail. Take the time to read it! Engage your fellow members on the ASMP forum, the Specialty Group listservs and through your local chapters. Set time aside for relevant seminars coming to your area and use the extensive resources we have available on ASMP.org.

ASMP is working diligently to build benefits that provide real working options for our members to navigate today’s tough business market. Combine what we are offering with your own creative talents and transform your business for the future.