Looking for another reason why clients want more for less? Here is a new one to add to your list.

© Leigh Beisch - http://www.leighbeisch.com

When I wrote the blog post about Finding your new Glasses, it received a lot of attention and gave our blog some momentum (thank you!).  Many art buyers, photographers and fellow agents reached out with their own comments and experiences.  Sheri Radel Rosenberg, a former executive art producer at CP+B and author of her own blog, Maven, reached out as well to add her two cents worth.

I thought her comments were well worth sharing because she reminded me that budget isn’t the only reason why clients are asking for more for less.  She also pointed out that there are many art producers and clients out there that take the time to learn copyright law and should not be lumped in with those that do not.  I will remember her insight next time a client asks for maximum usage with a minimum budget.

Here is what she had to say,

“I’m sitting here writing this over my morning Starbucks because Heather’s profound thoughts on the industry got me thinking, and I was thrilled when she asked me to write a post. One of the most striking things on Heather’s postings of late was this thought, which had my eyebrows raised:
Clients want way more usage and access then they ever have for way less money. Many clients don’t understand copyright law and aren’t interested in learning.   Their mindset is no longer that they don’t have the budget, it is that they don’t think they should pay as much as they used to for it.  As consumers they are used to instantly downloading content and for next to nothing prices.  They are transferring that mindset to their jobs and the people they hire.

I found this to be less than true, and here’s why. The reason we want more usage and access for less money is because media strategies have changed and expanded beyond reasonable comprehension. It used to be that an overall marketing plan would include a spend on a limited number of media- OOH, POP, print, newspaper, direct mail, broadcast.  Cut to now when marketers have media overload and tremendous choice when deciding how to relay their messaging.  Interactive/digital has taken center stage- with main sites, microsites, social media strategies, gaming, and more to create a truly integrated approach to marketing.

Now imagine how those original marketing dollars have to be stretched to accommodate all of these different forms of media and messaging. There simply may not be the same amount of money available for a photo shoot as there was before because there are many more assets to produce, and that’s a fact. Full stop.

It has nothing to do with not understanding copyright law and how things will be used. In all my years at CP+B we had a lawyer come once or twice a year to talk to producers about copyright concerns and more.  It was a mandatory meeting.  We were fortunate at CP + B to have this resource.

It is my experience, that as a group, art producers are more educated in the laws of copyright than ever before.  But, maybe as the rules keep changing so quickly and new forms of media crop up overnight (only a few years ago there was no Twitter), we’re struggling to define usage. It’s not that we don’t understand the value of assets, it’s that “value” is still being tweaked and redefined as we all dive deep into digital and figure out best practices.”

Thank you Sheri for providing us another perspective.  It  looks like it is time to tweak our new glasses!

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