New TrendWatch Graphic Arts Report Offers Stock Market Sizing For Creative, Internet, Publishing, and Graphic Arts Markets

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TrendWatch Graphic Arts just released the first comprehensive market sizing report for the stock image industry. Based on independent surveys to the creative, Internet, publishing, and graphic arts markets, the report offers stock image market sizing numbers, both in terms of units and dollar figures, for royalty-free and rights-managed images and CD collections in these four key markets and their sub-segments.

TrendWatch Graphic Arts just released the first comprehensive market sizing report for the stock image industry. Based on independent surveys to the creative, Internet, publishing, and graphic arts markets, the report offers stock image market sizing numbers, both in terms of units and dollar figures, for royalty-free and rights-managed images and CD collections in these four key markets and their sub-segments.

The stock image market is one of the most difficult to size. This is a highly secretive industry, made up primarily of small and mid-sized private companies. While Getty and Corbis are public companies that dominate industry sales in terms of volume, the highly fractured nature of the rest of the industry, with hundreds of smaller players, makes creating overall market estimates very difficult. This leads to some intriguing questions. How big is this industry anyway, especially when we take into consideration the vast number of smaller players? And to what extent do the small and mid-sized players contribute to the overall volume? This study puts forth the first comprehensive market sizing estimates that we hope will provide answers to these questions.

With response rates averaging from 18–22%, TrendWatch Graphic Arts surveys provide a strong, reliable base of information on which to build these estimates. Both mean and median numbers are provided.

Notes Heidi Tolliver-Nigro, TrendWatch Graphic Arts analyst, and author of the report, "With so few sources of public information, trying to get a handle on the size of the stock image industry is a seemingly impossible task. The only way to produce truly reliable estimates is to go directly to the users of stock imagery themselves. By asking users how many royalty-free and rights-managed images and CD collections they purchase and how much they spend on them, we were able to create the industry’s first comprehensive market estimates that go beyond the data from — and estimates of —the major players."

In addition to providing much sought-after market totals, the report has some surprises in store. Among them is the strength and size of the Graphic Arts market as a purchaser of stock images. While it is common knowledge that many printers are adding graphic design capabilities, just how many stock images they purchase, and how much they spend, was not previously known. In this study, we find that, in some categories, graphic arts firms actually outspend their creative and publishing counterparts.

The big winner in these data are Internet design and development firms, whose purchases dominate the industry. But while these firms consistently hold the highest market share, both in terms of dollars spent and units purchased, their average spending per image was often lower than that for other segments, particularly creatives. These dynamics can have strong implications for producers and marketers of stock imagery.

In addition to providing market sizing numbers, the report also looks at purchasers’ attitudes towards choosing a supplier of stock images. It asks how many stock image houses they prefer to purchase from and what the most important factors are in choosing a supplier. Many stock image vendors may be surprised to find that factors like the accuracy of image search engines does not have the importance as a differentiator they might have thought.

News Highlights...

69% of graphic arts firms use between two and four stock image houses; only 3% purchase from five or more;

81% of creatives purchase their stock images from between two and four stock image houses; 8% single-source from a single agency;

Only 13% of creatives cited “accuracy of search engine” as an important factor when choosing a stock image house;

75% of publishers use between two and four stock image houses; 14% single-source from a single agency;

48% of Internet design and development firms single-source their stock images.

70% of Internet design and development firms see “price of images” as the most important factor when choosing a stock image house.

Availability...

The TrendWatch Graphic Arts "Stock Market 2005: Market Sizing” report is available for purchase by visiting the secure TrendWatch Graphic Arts eStore online at http://www.trendwatchgraphicarts.com/special or by phone at 866-873-6310.

The price for the 105-page report is $995. TrendWatch Graphic Arts eStore customers can download this report in PDF Acrobat format immediately after purchase.

About TrendWatch Graphic Arts

TrendWatch Graphic Arts specializes in the assessment of trends and changes in graphic communications markets by providing timely and strategic information, hard-hitting market analysis and concise expert opinion. The reports have earned the reputation for containing the most reliable and timely industry intelligence in the graphic arts and graphic design marketplaces. TrendWatch Graphic Arts can be reached on the Web (http://www.trendwatchgraphicarts.com) or toll-free by phone at 866-873-6310.

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Judie Ryer
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