Traditional stock photography, however, is the licensing of the rights to use a pre-existing image. The image is not shot for a particular client, it exists in either the photographer's or the photographer's agent's files. The images can potentially be used anywhere you would or could see a photograph -- a brochure, a magazine, the WWW, a billboard, etc. Your imagination is the only limit.

The are several key advantages of using stock photographs:

TIMELINESS - since the photo has already been shot, there's no need to wait for good weather, the model to show up, or for snow in July.

KNOW WHAT YOU'RE GETTING- with assignment work, there is always a question of what the film has on it when it gets back from the lab; in stock, you see the photo in front of you before you pay anything.

COST - it's usually cheaper to license an image for specific rights than to hire a photographer to set up and conduct a shoot. The photographer doesn't lose money because he is able to license the rights to use the photo to other people as well, unless, of course the client negotiates exclusive rights to use the image.

EXCLUSIVITY - With traditional (as opposed to clip or royalty-free) you have rights control. If you want to be the only company using a certain photo in your ads, let the photographer/agency know and this can be negotiated. Without rights control, your main competitor can use the same photo tommorrow!

Rights

They key to stock photography is understanding rights. There are many variables in determining what types of rights you need when using a stock photograph. The factors include:

DURATION - How long will the photo be used for.

DISTRIBUTION - Will the photo be used in a brochure distributed internationally, or to your local neighborhood.

PLACEMENT/SIZE - Will the photo be the cover of a catalog, or a small inside photo.

INSERTIONS - Do you want to use the photo once, or twenty times

Pricing

In general, stock photography is priced on the value you, the client, receive from using a photograph. For example, if you were to use a photo in a one page national magazine ad, it would cost more than if you were to use the same photo inside a brochure that you were distributing to 1000 people.

This is a basic introduction to stock photography. If you have any specific questions regarding using an image of mine as a stock photograph, please don't hesitate to ask.