their chosen subject area. Clients are asking photographers for
images that are more lyrical than literal. Buyers are often seek-
ing images that a viewer can relate to, ones that elicit an
emotional reaction. They are requesting a photographer’s
interpretation rather than his or her ability to simply “shoot a
shot.” That interpretation can take a variety of forms. The
expression “art for commerce” is finding new legs in today’s
market. This new interest in art for commerce, I believe, was
generated as a response to the proliferation of high-quality
stock imagery and royalty-free libraries.
Originally, stock imagery purchases revolved around simple
generic objects, still-life photos that were iconic with lots of sun-
sets, sky, and nature shots. Buyers were publishers and small
editorial publications and companies.
Stock for them was financially feasible and a time saver.
They could purchase a photo quickly and easily for many dol-
lars fewer than an assignment shooter would cost. Ad agencies
and mid-sized and large companies rarely considered buying
stock images, as the quality and variety they needed was not
available. Their clients were more discerning and they did not
find stock images a viable option.
The major stock agencies wanted to compete for ad dollars.
They saw an opportunity and moved quickly. In an effort to
directly vie with the assignment industry for top-dollar ad
accounts, they commissioned leading assignment photogra-
phers to create original images to be sold exclusively as “assign-
ment stock.” At this point the gloves were off and first-class
stock imagery flooded the market.
Stock sites popped up, stock books were published, and all
buyers were swamped with excellent existing images of every type.
Stock was no longer marketed as a second cousin. It was now
being touted, promoted, and sold as conceptual, high-quality
imagery, all for less than the cost of hiring an assignment photo-
grapher. In addition, many buyers were enticed by the appeal of
easily and quickly purchasing an image rather than searching for
a photographer, hiring him or her, and producing a shoot.
Stock purchases now represent buyers in every market
at every level, in all industries, with the exception of top ad
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