by clicking the arrows at the side of the page, or by using the toolbar.
by clicking anywhere on the page.
by dragging the page around when zoomed in.
by clicking anywhere on the page when zoomed in.
web sites or send emails by clicking on hyperlinks.
Email this page to a friend
Search this issue
Index - jump to page or section
Archive - view past issues
Panpa Bulletin : May 2006
May 2006 PaNPa bULLETIN | 31 PaNPa aD FORUM a APImage is an online database of more than 800,000 photographs. The archive is a rich and di- verse collection of images ranging from news and sport, celebrated people, to travel and feature photography. We also have historical images of Australia dating back to the early 1900's. AAPImage is an integral part of Australian Associ- ated Press (AAP), Austral- ia's national news agency. AAPImage enhances AAP's local, international, fi- nance and sports news by delivering real time digital photography to new and traditional media 24 hours a day. AAPImage also offer a contemporary library for creative professionals look- ing for Rights Managed or Royalty Free images which is having additional new imag- es added on a daily basis. For a long time, newspa- pers have been seen just as a place for a buy-now message, yes these are effective! How- ever, research has shown that newspaper ads can indeed deliver more than the buy- now message. Consumers have identifed six strategic roles that newspapers can play. 1. Call to action 2. Depth of information 3. Brand Values 4. (Re) Appraisal 5. Public Agenda 6. Extensions In all these areas, using im- ages to support your message will have more impact. What are the choices? Rights-managed pictures are a high quality product sold by license and fee based on your specific use. The fee is calculated from several factors including print run, circulation, size of ad, placement, duration of use and geographic distribution. Royalty-free pictures are a high quality product sold solely on the size of the product purchased, you do not need to be specific with use. Once purchased you may use the picture multiple times for multiple projects with- out paying additional fees. Restrictions on Usage. Many rights-managed im- ages have special instructions for example the image may only be sold for editorial use. When making a purchase, your license for this image will be based only on the information given. The fee paid is only for this use, for exam- ple if you purchase an image for a quarter page ad on the back page of the newspaper one time use, the license will be granted for this use only. If you wish to use this image again in a campaign after the initial purchase, a new license will need to be purchased and an additional fee paid. For royalty-free images, there are no real restrictions once the fee has been paid, The only re- striction is the size of image you purchase; for example a low res- olution image is only 72dpi so is only suitable for web or Power- Point presentation. You should, however, check each provider's license to ensure that the usage you require is cov- ered under the terms and condi- tions. All companies restrict use in a defamatory or libellous way. When making a choice to buy stock photography, a number of factors you may wish to con- sider are: will the client want to run the campaign for a number of months, if purchasing rights- managed images and you can negotiate the price on initial pur- chase, this will result in a better price. If purchasing royalty-free im- ages, look at the price of the CD against the Single image price. If you can use two images from the CD, it is often more cost effec- tive to purchase the CD and you would still have a resource of im- ages for further ad campaigns. AAP Image also offer a free, no-obligation search service, this is carried out by a creative think- ing team and is available from 7am-11pm daily. All you need to provide is a brief and we will pro- vide you with a lightbox contain- ing images to fit this brief. If you register at www. AAPImage.com.au, we can also offer you the additional benefit of having access to low-resolu- tion unwatermarked images for comping purposes. Images sell a thousand ads . . . research has shown that newspaper ads can indeed deliver more than the buy-now message. Kathy Quilter is the business manager of aaPImage and spoke to the PanPa advertising forum on how to get the best out of the resource. acacia Sulzberger,7, and Kiara Sulzberger, 6, place a foral well wish tributes on the front gate of the b eaconsfeld Goldmine in Tasmania, Tuesday, May 1, 2006. (aaP Image/Julian Smith) Poll bearers carry the coffn of Private Jacob Kovco as it arrives at Sale Cemetary in Victoria for burial, Tuesday, May 2, 2006. (aaP Image/andrew Brownbill) Lorenca Soares of East Timor, visits her baby Maria who had a life-saving operation to repair a hole in her heart, Tuesday, May 2, 2006. (aaP Image/Sergio Dionisio)