The picture atop this post is a stock image from GettyImages, as you can easily tell from the information displayed below it. It represents an important new potential in online publishing and an advance in thinking on Intellectual Property (the latter being a bugaboo around these parts). Getty recently announced that many of the images in its online catalog are now available to embed, free of charge in media outlets like this one.
For some bloggers, especially food and cocktail writers, third-party photographs are a non-issue, as they only post their own photos as an illustration of their hard, creative work. I post plenty of my own photos here, of course… some of which I’m pretty damn proud of. But in my case, as is the case of a huge swath of blogs on all subject matters, I also write about a lot more than just recipes, and Blogging 101 says that it is nice to have an eye-catching hero pic to illustrate the theme of the post. If I need an erupting volcano picture, or one of businessmen arguing over a widget, or indeed, one of a smoking hot brunette bartender cutting limes, I don’t usually have the subject at ready hand to photograph myself.
Previously, to post the specific image embedded above in that approximate size would have cost me sixty five dollars. At that price, the chances of my using that photo would have been nil. And even if I had dropped the cash on Getty to post it, that would have been, given the practice of the day now, the last Getty would likely have gotten from most any source. Why? Because had I posted it here in standard host it myself fashion, when any other writer googles “smoking hot brunette bartender cutting limes” they would be likely to get either my post or, of course, this article about smoking hot, brunette bartender Keith Waldbauer. And they would likely grab “my” picture from here and then post it themselves, maybe linking back to here. Worse, for Getty, professional marketing types who needed a full-resolution version (around $500+) would likely have a hard time finding where this vision of loveliness can be purchased, given the likely proliferation of blog posts about her that don’t link directly back to Getty. Or, you know, they might just call their Seattle office and have them hire Keith….
It is also important to note that there are a zillion bloggers, Facebookers, and Pinsters out there who neither know as much as I do about intellectual property, nor give a damn to find out. They just want that pretty picture to put on their page, and they do know how to right-click…. Getty is getting nothing but damage from these people.
With this new embed policy, Getty is showing some real foresight. In virtually no case will someone using one of these embedded images be someone who would have actually paid to use it in the past. But now Getty will maintain a direct link back to themselves in many, if not most instances of use. Look below the picture.
My social media buttons are down here!
That doesn’t sound right. It usually is said the other way, and you sound as if…
Never mind! Never mind! Forget I said anything!
See the Twitter, tumblr, and embed buttons? Or just click on the pic and go right to the purchase page. If you are a blogger and want her picture, you could still just steal the picture by downloading it. Surprisingly, they don’t even try to block that. But why bother, when you can click one button and save your own bandwidth, and your time?
Thus, when the guy at the Citrus Marketing Association sees Blue Tube Top Girl and falls in love with her, he can get that picture, and others of her, for his new print ad with a few clicks.
Getty is showing that they are learning the Apple message about content, a lesson most content providers, to their stockholders’ detriment, stubbornly refuse to learn: The way to profit from your digital content is not to surround it with guard dogs, but to make it so easy to buy that people won’t bother to pirate it.
I’m happy to be an unpaid salesperson for GettyImages. I’m glad because of course, I’m not unpaid. I get access to lots of good illustrative pictures for my general interest posts. So the next time I want to write about wild, over the top, borderline illegal office parties, I can use just the right picture, like this.