What
Corbis Did to Sygma
(or, We Had to Destroy the Agency
in Order to Save It)
by Allan Tannenbaum
an ex-Sygma photojournalist
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When
Bill Gates' Corbis Corporation bought Sygma Photo News last year,
we Sygma photographers
were cautiously optimistic that the long decline of our agency
would be reversed.
Sygma's financial problems had affected our income, opportunities,
and morale,
so we were hopeful that the resources Corbis had would be
invested to restore
Sygma to its
former glory. In that July, 1999, meeting with Tony Rojas
(one of Corbis'
two CEOs),
we were promised many improvements, such as being paid promptly,
and getting
paid even if a publication defaulted. Of course he mentioned a
contract and
that the
split would be 60/40 in favor of Corbis Sygma, the new entity. At
that point he was informed
that we photographers would not take less than a 50/50 split. I
explained to
Tony that many
of us had helped build Sygma through our hard work, and created
the value
that they saw in the archives - that we had accumulated varying
amounts of sweat
equity. David
Turnley sat in and told us all how wonderful Corbis is. Tony
impressed us as a straight shooter and we were hopeful.
Soon thereafter
we were invited to the Corbis office at 902 Broadway for food, drinks,
and a tour. We got to see the vast number of filing cabinets, computers,
and workers Corbis had crammed into their two loft floors. I asked
Tony Rojas what Corbis bought when they bought Sygma - filing cabinets
and what else? He replied that they had of course bought all the
office equipment and furniture, as well as the rights to access
our photos. I asked him why only the agency was paid for the right
to access our photos and not the photographers, whose copyrighted
photos were being accessed. He had no answer. I also asked him never
to refer to us as "content providers" again.
Some of us were
encouraged by the Corbis press release of August 3, 1999, announcing
that David Turnley "will apply his expertise to the management of
Corbis Sygma's leading photojournalists, who collectively develop
compelling perspectives on today's news and refine the editorial
vision for the organization." And that "he will lead a team of photographers
and direct the next stage of photo-essay creation by building synergies
between traditional photojournalism, television, an the Internet."
Since I
was a filmmaker
in graduate school and have sold news video to the TV networks,
I saw this as a
great opportunity to branch out in a new direction. I even checked
the schedule for the
next Platypus Workshop. Les Stone and I both went to see David about
digital
journalism
projects, but he made it clear to us that his Corbis Documentaries
was not interested
in any of Sygma's leading photojournalists.
The first indication
that something was seriously wrong was Corbis' attempt to foist
a contract upon the Sygma Paris photographers. Four Corbis execs
spent
a week in Paris,
having brought with them a contract written under U.S. law, not
French
law. It contained
a clause that the photographers would own the copyright to their
photographs,
but Corbis would copyright changes, such as color correction,
cropping, and
retouching made to the digitally scanned image. The changes would
be copyrighted!
How do you separate the changes from the image? Everyone felt
that this was
the back door through which Corbis would attempt to grab the rights
to our
images, and
the photographers in Paris literally threw the contract back at
the Corbis
team and left
the room. The spin that Corbis put on the incident claimed that
they had
gone to Paris
with the wrong contract for the wrong group of photographers. This
explanation
is preposterous
and makes them look inept and ridiculous.
Sensing they
had a problem, Corbis execs attempted to listen to some of the
photographers
who were vocalizing their concerns. I met with Leora Kahn and
Peter Howe
to discuss the situation, and had some phone meetings with co-CEO
Steve
Davis. I
explained to Davis that in the past Corbis had bought collections,
but with
Sygma he had
bought lives, as the relationship between a photojournalist and
an agency
is very organic.
I'm sure he didn't understand how we often develop and co-produce
stories in a mutually
beneficial way. In a meeting I had with him after their totally
one-sided
contract
was presented to us in New York, I said that the photographers
considered
Corbis' attempt to charge us for things previously promised
for free was cheesy. Davis
told me that if I didn't trust them, I had options. In other words,
if you don't like it, you
can leave. I considered this arrogant and disrespectful, and certainly
not "photographer
friendly". Despite this impertinence, I continued the dialog
and insisted that
he listen to the ideas and opinions of the photographers. The answer
to a business question
I posed was, "the direction of the industry is royalty-free."
To the buying of the
rights to access the photographers' archives, his response was simply,
"I've heard that
before." He said that Corbis did not want to co-produce any journalistic
projects. He added
that Sygma no longer existed as a legal entity. This hit home as
I realized
the Sygma
I knew no longer existed.
Other changes
were taking place at the time. Sygma's New York news editors
were sending
too many photographers to cover events, ensuring that no photographer
would earn
enough for his trouble. One news editor responded by saying they
needed to corner
the market on images. Really? Is that why we got into photojournalism?
The Reuters
news feed was being installed in our office - Corbis already adds
Reuters and AFP
newsphotos to their files after a one-week embargo. Corbis Sygma
also takes
photos it
wants from the New York Post.
The recent resignation,
after twenty years at Sygma, of Jean-Pierre Pappis
- the
only editor at Sygma capable of getting magazine assignments for
us on
a regular
basis - is a clear indication that the situation is hopeless at
Corbis
Sygma. Being a Sygma news photographer is no longer viable, as the
agency
has become
a traffic desk, feeding the Corbis machine. In this month's Talk
magazine,
there is
a photo of Steve Jobs at the recent MacWorld Expo in New York, showing
the new
G4 cube,
with the credit line "Reuters New Media / Corbis." I had covered
that event
for Corbis
Sygma.
In addition,
in order to gain market share against Getty and other competitors,
Corbis is cutting
prices it charges to license photos. This results in lower sales
reports
for all photographers.
Despite the efficiencies of modern digital image transmission,
Corbis still
wants a third of foreign office sales, leaving photographers with
only 33%
of a sale in France,
not 50%. Corbis is attempting to make mass deals with magazines
like Time,
where
the magazine would get unlimited use of Corbis photographs for one
yearly
fee, thus
saving both parties enormous accounting costs. The effect on photographers'
income
would be devastating. How long before there is a Corbis button on
Microsoft
Internet
Explorer, where you can get free photographic wallpaper or screensavers?
Corbis
is trying to be a one-stop photo shopping mall for everything from
$3.95 term paper
illustrations, to royalty-free stock images, to cheap framed prints
to photojournalism!
In its headlong
rush to acquire as many agencies and images as possible, Corbis
has overwhelmed
itself with more material than it can assimilate. A photographer
would be lucky
to have 1% of his work scanned into the Corbis system, the rest
being
returned to him
from the soon-to-be-gone analog files. Important pictures will be
purged,
and the photographers'
income will drop even further. They haven't come forward with
any plan to
market images besides sticking them on a laughable website. In the
contract,
Corbis refers
to itself as only a "licensor," not an agency. The heads of Corbis
have no photographic
or journalistic background, and have relied on the bad advice
of lawyers and
B-School grads who probably figured they could justify their high
salaries
by screwing
photographers. The feeling among people in the business is that
Peter
Howe, a former
photographer, left Corbis for greener pastures because he was fed
up with
having
to sell the Corbis snake oil to wary photographers. But Corbis has
done the photographic
community one big favor, while sadly corporatizing and commoditizing
what was
once a collegial profession. Corbis has managed to alienate and
unify
so many photographers
around the world who are now communicating on the Web. Our
level of
consciousness has been raised to the point where no one can sign
a bad
contract out of
ignorance.
All of this
came to a head for me last month, after giving Corbis one year
to improve the
situation for loyal Sygma photographers. Instead, the deterioration
was palpable and
rapid.
I first came
to Sygma almost twenty years ago with my photos
of John Lennon
and Yoko Ono taken for the SoHo News. When that paper folded in
1982,
I went to
Sygma full-time, and had a chance to prove myself covering international
news. So after
all these years, it was not an easy decision to leave, but
I had to, the
agency has been destroyed. In the short time since I left, I found
that there
are lots of
options, such as agencies that are managed on a human scale, a more
personal basis,
run by people
who respect photography and photographers. There are many at magazines
who don't
like the way Corbis does business, and who like to work directly
with photographers.
The Internet is as accessible to individual photographers willing
to use it as
it is to Corbis. There will be new alignments, organizations, and
opportunities
in this time
of flux. The spin-doctors at Corbis try to infer that the photographers
who are dissatisfied
with Corbis aren't willing to change in the digital age. Many
of us have been using
computers for years - I've been online since 1985. We are all well
versed
in scanning
and sending digital photo files, have worked with digital cameras,
and use the Internet
for everything. We photojournalists have always been adaptable -
we just don't want
to adapt to our own extinction.
Meanwhile,
at Getty...
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