Your business clients know it, instinctively if not empirically - there are many good reasons to use photos in their ads and catalogs and on their web pages - photos capture attention better than bold headlines, they add visual interest, and, as they say, a picture is worth a thousand words and is efficient at conveying the message where space is limited and expensive. But as effective as photos can be, today's business models for licensing third party photography are sufficiently complex enough that it's worth taking a few minutes to review the basics and get familiar with the terminology so you can best advise your business clients.
Dee Chips, owner and manager at Transpersonal Publishing LLC, gets help from Steve Gillen of Wood, Herron & Evans LLP, a frequent contributor to IBPA Independent magazine.
Endorsements are good for business. We know this intuitively. And a 2012 article in the Journal of Advertising Research confirms it empirically, reporting that in a study of more than 300 endorsement deals over nearly two decades, endorsements resulted in an average 4 percent increase in weekly sales of the endorsed products.