Decline At iStockphoto
If contributor attitudes as expressed on web forums are any indication iStockphoto is headed downhill fast. Most of the discussion seems to be taking place on the iStock official forum and at Microstock Group. In this article I’ll try to examine the issues and summarize some of the points being made by various contributors.
作者會總結一些投稿者在網站論壇暗示為什麼iStockphoto會走下坡。
Best Match
最佳符合（配對）
The immediate problem stems from an adjustment made back in September to the Best Match search return algorithm. Since then it appears that all sellers have seen a significant drop in sales.
眼前的問題是從九月份開始做『最佳符合』搜尋返回算法調整時開始的。從那之後，賣家看到很明顯的銷售下降。
Many contributors report that in test searches using a wide variety of keywords almost all the images that come up in the first 200 or so returns are new images that have zero or less than 10 downloads. How can images that have never sold be the Best Match for customers looking for images? Contributors have also reported that very few, if any of the higher priced images (Vetta, TAC, Exclusive and Exclusive+) show up in the first 200 returns.
很多投稿者回報，用很多種關鍵字在測試搜尋時，幾乎前兩百張出現的所有圖像是新的圖片，這些新的圖片都是0次或10次以下的下載次數。這些從未賣過的新圖片怎麼可能是客戶眼中最佳符合的圖片呢？投稿者也回報說，高價單位的圖片很少出現在前200次的返回搜尋裡。
Why is 200 an important number when there are thousands of images to choose from in may searche? Customers can review a maximum of 200 thumbnails on a single search page. Mary Foster, Senior Director of Search Strategy for Getty Images, reports that most customers only look at 1 or 2 pages before switching search terms or going somewhere else. Thus, no matter how great the images are, if they are not among those delivered in the first two pages they will never be seen and never sell.
為什麼200次是這麼重要的數字，如果有上千張圖片去選擇在搜尋引擎裡？消費者可以瀏覽200張縮圖在一頁網頁裡。消費者其實只看1～2頁的搜尋結果，在換搜尋條件或是換到另外網站前。不管圖片有多好，只要它們不在這第一和二頁，這些圖片就不會被看見，也不會被賣出。
Foster claims Getty is “intentional” about how they order images in the first couple of pages, but don’t worry much after that about the order in which images appear. But she emphasizes that it is difficult to balance the mix of file types, various collections, relevance, and file age.
To contributors File Age (newest first) appears more dominant than it was six months ago. Foster says it isn’t but also acknowledges that they are trying to dial back file dominance. The situation is made worse by the movement of a lot of Flickr images from the Getty web site to iStock. These images become the newest uploaded and then to move ahead of all those from iStock contributors.
給投稿者的檔案年齡（新的優先）跟6個月前相比，似乎更佔優勢。Foster說，它不是，但同時理解，他們正試圖撥號備份文件的主導地位。這種情況變得更加嚴重了，很多的Flickr圖片從Getty的網站移到iStock網站。這些Flickr圖片變成新上傳圖片，然後比 iStock投稿者更排在前面幾頁。
Foster also says they have good data on the relevance (how often each image has been delivered and used) when customers use a single search term. But when customers use phrases (2 or more words) determining relevance is much more complicated. Foster claims that most customers search for single words, but contributors point out that there are lots of searches where multiple words are necessary (airconditioner repaidman, mother and child, children in classroom, fruit and vegetables, Hispanic mature woman, Hispanic senior, etc.) Also, iStock encourages customers to use multiple words. So there is a suspicion that a big part of the problem is that they don’t have good relevance information for many searches. The default when they don’t have relevance information is to go to File Age.
Foster同時說，他們有良好的相關性數據（通常每張圖像被下載及使用）當客戶使用一個單一的搜索詞。但是當客戶使用片語（2或更多字）確定相關的結果更為複雜。Foster說，大多數客戶搜索單個詞，但投稿者指出，有很多的搜索複合單字是必要的。而且，iStock鼓勵消費者去使用複合單字。因此出現一個懷疑，一個很大的問題是，他們的許多搜索沒有很好的相關資訊。當他們沒有相關的資訊，系統默認就是去找檔案年齡。
On December 7th Rebecca Rockafellar, iStock General Manager, started posting on the forum. In answer to repeated questions from contributors about the Best Match algorithm being broken she said, “We don’t think so, but we haven’t stopped digging into whether it might be.” Later iStock acknowledged that it was broken and fixing it was a top priority. Next they said “It’s very complicated and difficult to get working right.”
Rebecca Rockafellar 從12/7開始在論壇裡寫文章回應有關最佳符合規則系統已被破壞的問答給投稿者。『我們不這麼認為，但我們一直沒有停止過挖掘到是否可能。』之後，iStock理解最佳符合規則系統已被破壞，然後修復這系統變成是首要任務。接著他們說：『這是非常複雜和困難把這系統弄正確。』
Photographers have asked, why iStock can’t go back to the algorithm they were using in the summer which worked much better, but have received no answer.
攝影師問，『為什麼iStock不能使用以前暑假那時候的系統，比現在的好？』但是他們沒有得到回應。
Proof Is In Results
證明在結果裡
For image creators the proof that there is a problem is in the results. Sean Locke has the fourth highest number of downloads of anyone on iStock. His portfolio is of the highest quality available on iStock and he has worked steadily to grow and improve it. Yet last month he had fewer than half the number of downloads he had in January 2010. Price increases over the last three years have helped, but even with higher prices his overall revenue has fallen.
對於圖像創作者來說，證明有問題產生是在結果裡。Sean Locke是第四高的下載次數者在iStock裡。他作品的高品質讓他在iStock裡持續成長和進步。但是上個月，他的下載次數只有一半再高一點，比起2010年一月時。在近三年內價格提高是有幫助到他，但是價格提高，他的總收入卻下降。
Another contributor said, “I had assumed my lack of motivation and the resultant halving of my uploading efforts was to blame for my dropping sales, but it is quite clear from your (Locke’s) chart that no amount of effort on my part would have significantly improved my numbers. You can't sell images to buyers who aren't here to buy them, or to buyers who can't find them buried behind wholly owned Getty content in the searches.”
另外一個投稿者提供了他的故事。
Stan Rohrer, a contributor to iStock since 2003, with 1435 images and 64,000 total downloads says his revenue is down 70% from what it was in 2010. While acknowledging that his is an older portfolio he feels there is no way for him to build his portfolio fast enough to get back to his former income level.
Stan Rohrer, 一位iStock投稿者從2003年開始，擁有1435張圖片和64000總下載次數，說，他的收入下滑70％從2010年開始。他的選集已經變成老舊的，他覺得沒有任何方法可以讓他的圖片選集帶給他以前那樣的收入水平。
He is exclusive, but “emotiomally” has decided that iStock is not the place for exclusivity. When asked, he tells other photographers to avoid exclusivity. He says, “my tipping point (where he goes non-exclusive, puts images with other distributors and gets a lower royalty at iStock) is rapidly approaching. Looking at the downloads trend, iStock will likely make my decision for me within the next few months.” He added, “I suspect I represent a significant number of old timer exclusives who helped build iStock. I am very thankful to have enjoyed riding the iStock wave - but it has collapsed.”
他是獨家，但是他內心感覺iStock不是一個可以成為獨家的圖庫公司。當問他時，他要其他攝影師不要成為iStock的獨家。他認為他和一些同期的攝影師建立起iStock，他很感謝一起與iStock乘風作浪起起伏伏，但現在已倒塌掉。
Another person reported that since the Best Match change in September he has seen an 85% drop in the number of sales. You'll find many other examples on the forums.
另外有一個人回報說，自從『最佳符合』在九月的時候改變，他的銷售跌了85％。有更多類似這樣的例子會出現在討論區裡。
Other Reasons For Contributor Dissatisfaction
其他原因讓投稿者不滿
The “defining moment” when contributors began to shift from unqualified support of iStock to mistrust occurred on Sept. 8, 2010 when Kelly Thompson, then COO of iStock, announced that in order for iStock’s profits to continue to grow, contributors would have to accept less in royalties. A new royalty system called “Redeemed Credits” (RC) took effect in January 2011.
決定性的時刻是當投稿者從不合格的支持移轉到不信任在2010年9月8日，當Kelly Thompson宣布如果要讓iStock的圖庫選集持續成長的話，投稿者需要接受版稅減少。一個新的版稅系統叫做『贖回積分』在2011年1月開始執行。
Thompson should not be blamed for this move as the idea certainly came from the top at Getty Images.
Thompson不該被指責這項改變，因為Getty是這個想法的始作俑者。
Up until that time contributors, particularly those that have agreed to give their work to iStock exclusively, believed that iStock had their best interests at heart as long as they worked hard and kept supplying new work. When RC went into effect it became clear that was not the case.
直到那時間投稿者認為iStock是很誠懇的對他們的作品有興趣，而讓投稿者努力和持續的提供新作。但是當RC『贖回積分』執行後，這漸漸變得很清楚，情況並非如此。
Cutting royalty rates had worked for Getty in the past. Back in 2001 they made the first cut of RM rates. At that time the business had matured; it was hard to find new customers, and existing customers were not buying more images. Thus, the only way to increase profits seemed to be to raise prices and cut the cost of the product (reduce royalties).
Getty之前就有減少版稅比例。在2011年Getty就第一次減少RM的版稅比例。在那時候公司已經成熟了。那時候很難找到新客戶，以及已存在的客戶也不多買圖片。結果，只有一個方法讓利潤成長就是提高產品價格以及減少成本（減低版稅）。
While there was carping and complaining when royalties were reduced photographers continued to supply new images because they earned most of their income from stock and had little other choice. Getty was able to grow its business through acquisition, if not organically, and Getty everything continued smoothly.
雖然有吹毛求疵和抱怨，當版稅使用費減少了，攝影師還是繼續提供新的圖像，因為他們的收入大部分來自提供圖片沒有其他選擇。Getty能夠通過收購去讓公司成長，如果不是有心機的，Getty是很順利地繼續營業。
But, with iStockphoto Getty forgot to take another important factor into account. Many of the iStock Contributors were also Customers. These customer/contributors had worked hard to build iStockphoto, not only by creating product, but by buying product and encouraging their friends to buy from iStock. For most of these customer/contributors the income from selling images was a supplement, not a primary income. They viewed themselves as designers, not primarily image creators.
但是對於iStock，Getty忘了考慮另外一個重要因素。很多iStock投稿者也是消費者。這些投稿/消費者很努力的建造iStock，不只是產品創作，還有購買產品及鼓勵他們的朋友從iStock網站上購買。
When these contributors perceived that they were being treated unfairly they had alternatives. So they did three things:
1 – They stopped buying images from iStock and took their business to other suppliers.
2 – They discouraged their designer friends from using iStock and recommended other suppliers.
3 – As royalties began to plateau and then declined they lost all incentive to produce new images and began to focus more on other aspects of their business.
當這些投稿者認為他們被不公平對待，他們有了替代方法。所以他們執行了以下三件事情：
1- 他們停止購買iStock產品，以及將他們的產品移轉到其他圖庫公司。
2- 他們不鼓勵他們的設計師朋友用iStock的產品，和建議他們使用別家圖庫公司。
3- 當版稅從高峰開始跌落，他們失去所有動力去創造新圖片，然後開始關注其他方面的業務。
Now each new move Getty makes seems to dig iStock into a deeper hole.
1 – As iStock raises prices many customers turn to other microstock sites that offer better prices.
2 – As Getty brings wholly owned content to iStock and pushes those images in order to give customers something new to look at sales of images belonging to the iStock faithful decrease.
3 – Getty is moving Exclusive+ images from iStock to the Getty site. For the most part these iStock images generate few higher priced sales on Getty, but because of the way they are delivered in the search returns on iStock they make fewer sales than they had in the past, further angering iStock exclusive contributors.
現在每一個Getty的改變都讓iStock陷入更深的地洞。
1- 當iStock提高價格，很多消費者轉到其他圖庫業去尋求更便宜的價格。
2- 當Getty帶著他們擁有的產品到iStock，為了給客戶一些新的東西來看待銷售的圖像，導致iStock下降。
3- Getty 把iStock的獨家+圖片移到Getty的網站裡。在大多數情況下，這些iStock獨家+圖庫產生更高一些銷售在Getty的網站裡，但是因為iStock的搜尋返回機制，這些獨家+圖庫在iStock的銷售跟以前比較變很少，以導致讓iStock獨家投稿者很生氣。
Rebecca Rockafellar, says that in addition to solving the Best Match sorting problem their goals are to improve “site performance” and “improving the site for customers” and market iStockphoto around the world. It is hard to see how any of these other goals are being accomplished.
Rebecca說，要解決『最佳符合』排序問題，他們的目標是『增強網站性能』和『增進客戶使用網站』，以及將iStockphoto推廣到全世界。
文章來源：http://www.selling-stock.com/Article/decline-at-istockphoto (本站僅提供翻譯，並不對內容做任何修改)
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