One of the first things to do if you want to sell your still photographs is to understand who the individuals and organizations are that might want to buy your images. You also need to be aware of the changing trends taking place in each market.

A large percentage of the still-photo segment of the stock photography business is related to advertising—either licensing images for use in print ads, or licensing them for use in editorial products that are supported to a great extent by ads. The health of the stock photography business is directly related to the health of the print business. To understand what is likely to happen in the still photography business, it is important to have some understanding of advertising trends.

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The photo discussed in this article is an almost perfect stock photo. It's not cutting edge; it's not trendy. It's not hip or cool. wshat it is is a photo that will license again and aagain for years....extending its revenue stream long after its production costs have been recouped. This is a photo with a very long tail.

To the degree your photographic business is based on revenue from advertising, there will never be an economic recovery. It is time to begin looking for other revenue options if you intend to maintain your current lifestyle. Certainly, if your pictures are used in magazine, newspaper or television ads that are designed to appeal to the masses, you can expect a slow but steady decline in those uses. If you produce editorial content for magazines or newspapers, there will also be a continued decline in such uses, because these products are supported to a great extent by advertising revenue. If your pictures are used in any way to promote products or services that are potentially used by a broad cross-section of the population, you can expect a decline in such promotions.

In August BIA/Kelsey reported that digital and online’s share of local advertising in actual dollar terms had jumped from 22% in 2008 to 37% in 2009. Earlier in the year the survey organization said that total advertising spend would drop from $155.3 billion in 2008 to $144.4 billion by 2013.

Dirck Halstead’s perceptive two-part analysis of the photojournalism business is a must-read for photojournalists or anyone considering this career. It should also be a wake up call for stock and advertising photographers hoping to sell their images for use in print publications.

According to ZenithOptimedia, 2008 ad spending worldwide is expected to reach $453.6 billion with 40% ($183.5 billion) in North America and 25% ($113.5 billion) in Western Europe. These figures are down from an estimated $486 billion at the end of 2007.