Interview with Greg Ceo

Greg Ceo's blog carried an interview with me this week. It's an overview of my role in military stock photography and stock photography generally.

Take a look at the blog HERE.

Military Motivations Posters

We sometimes get requests for graphics products that are a bit off-topic from the strictly stock photography service. One of these has been posters, particularly motivational posters with a military theme. John Halberstadt designed a series of these and now they're available on our new Photoshelter site where they may be ordered on line and printed on demand. Here's the link:

MILITARY POSTERS

Have any ideas for new tactical posters? Comments about the existing ones? Send them along, we are always -- well, usually -- happy to hear from folks about military photography in any form.

UPDATE -- DoD Advertising Regulations

We've been trying to educate stock photography users for years about the Department of Defense's regulations for the use of photography in advertising. Few advertisers were interested, and with pretty good reason -- DoD didn't promote the regulations very well and didn't enforce them at all. That just changed. DoD has a new person responsible for this issue and she seems actually intent on putting some teeth in the rules.

Here's a summary of the regulations:



First, the idea is that you can't suggest that US DoD endorses your company or your products in any way. That means that nothing in your advertising illustrations or ad copy can link any part of DoD to your product or service.

So how do you promote to the military marketplace? First, avoid showing any US distinctive markings, insignia, or uniforms. One advertiser in ARMY TIMES has been running a series of ads for months that show a soldier in ACUs, complete with rank insignia and a US ARMY branch tape on his shirt, and identified by name (fictitious, I believe) in the ad copy. The same advertiser has a portrait of a Marine in dress blues, and other people, all of whom are identified as being members of the US armed forces one way or another. These uses seem to be in violation of the regulations, both the images and the text in the ad.

Compliance with the regulations isn't really difficult. Here are the basics:

Don't include any US-specific insignia anywhere in the ad. You can show a F-15 aircraft because many nations operate F-15s, but you can't include the distinctive star-and-bars logo used by the Air Force. You already have a good photo of the F-15 you want to use in an ad, but it has a visible insignia? Photoshop it out and the photo will probably be in compliance.

1. Don't include photographs of people whose uniforms are unique to the US. Lots of nations use "woodland" pattern BDUs virtually identical to the US version. But rank insignia, branch insignia, and unit insignia attached to a uniform will identify at a glance that a person is a member of the US armed forces, and that's prohibited. Advertisers can avoid this issue by making photographs for their ads that include ONLY people wearing "sterile" uniforms without insignia or other identification. Existing photos may sometimes be corrected by "Photoshopping" out the prohibited insignia. But you can't easily correct a photo of somebody in USMC dress blues with Photoshop.


2. DoD does not want photographs of "active duty" military personnel to appear in advertising because of the issues described above. That means that all of the free photography on the DoD sites -- and there is a ton of it -- does not comply with the regulations. But there's a problem with this -- there is no way to tell from the photograph itself if the people in the image are members of the military or not.


3. Finally, the regulations indicate that advertisers of products or services related to the US armed forces have all ads reviewed before publication. This requirement has been in force for many years, but very few advertisers bothered because there were no consequences if they didn't. DoD attorneys are now sending letters to advertisers who don't comply with the regulations, either the content or the review process. You can have your ad promptly reviewed by sending it in PDF form as an email attachment to pareview@osd.mil

The nice lady at the Pentagon who is now responsible for all this is Ms Adrien Starks and her contact information is:

Adrien F. C. Starks
Chief, Civic Outreach Team
Office of the Assistant Secretary of Defense (Public Affairs)/
Community Relations
The Pentagon, Rm. 2D982
Washington, D.C. 20301-1400
Office: 703-695-6290
DSN: 225-6290
Blackberry: 571-345-8610
Fax: 703-697-2577

The regulations themselves are summarized at this DoD link:
http://www.defenseimagery.mil/products/dodimagery/commercialuse.html

My Hero, George Hall -- Check Six

There have been very, very, few military stock photographers in the US or anywhere else over the past few decades, and for good reason -- the subject matter is very difficult to cover, it's dangerous, and the relationship between media pukes like us and the military's public affairs officers has been hostile for decades. But among the tiny brotherhood of military stock photographers, George Hall was the founder of the specialty, a mentor to me and others, a brilliant photographer, and a gracious gentleman. He died several years ago and is sorely missed. George's specialty was aviation -- combat aviation at first, then civil aircraft. His images were and still are amazing -- glittering, glorious photographs of all kinds of aircraft at work and play.

I met George when we were both producing books for little Presidio Press, then a small publisher in Novato, California. He had recently written and illustrated a nice little volume on the Air Force's "Top Gun" training program at Nellis AFB in Nevada. By a very happy coincindence, the book came out at the same time the movie of the same name, starring Tom Cruise, was released. Without the movie, the book would have sold 6000 copies and have been soon forgotten, but with the movie, it sold by the truck-load and was a best-seller for Presidio.

We were walking out of Presidio's little industrial-complex office when George said, "Hans, what are you doing about selling your photos as stock photography?"

"Uh...what's stock photography?" I probably answered, never having thought of it before.

George said, "I'd do these books for free just to get access to the air bases. I make a lot more money from relicensing the photos than I do on the books." I hadn't thought of it, but he and I made around $1 from each book, and not even that until the first several thousand had been sold. We were getting $3000 for an advance at that time. As George explained to me, he could easily get $3000 for a single sale of a single photograph -- and that was back in the 1980s! I started thinking about reuse of the book photography.

George pioneered military stock photography, and he was exceptionally generous about sharing his experience and wisdom with me and with anybody else who he thought might profit from his knowledge, even if we might become competitors.

Although he was known for his marvelous images made in the cockpits of fighter aircraft in flight, George confessed to me that he really hated flying in fighters. Only people who haven't done it think it is fun -- it might be fun after you've done it for a while, but it's damn hard work, especially the first few times. The combination of violent maneuvering, heavy G-forces, cramped seating, and the danger of ejecting (accidentally or of necessity) makes photography very challenging. It was worse then, when you had to change rolls of film, before the advent of digital cameras. Most first-timers get airsick, and some throw up. If you puke in the cockpit, you are required to clean it up yourself. As George knew well, it looks like more fun than it is.

George died recently after heart surgery, to the dismay of his many admirers. He was in his middle-sixties and the death was unexpected by all who anticipated many more years of his wit and wisdom. He left a wonderful collection of photography and a large collection of fans. His bride Nicki still operates his stock photo business, Check-Six. If you are looking for spectacular images of civil or military aviation, check out Check-Six -- although I suppose we are competitors in some ways, we were friends when George was alive and I am still happy to refer clients to his marvelous work.

http://www.check-6.com/

Model-Releases and Military Personnel

An advertising client confessed to me recently that his company had finally received a letter from an attorney representing a soldier whose photo had been used in the company's ads. I'd warned this company and others that soldiers, sailors, Marines, and anybody else in the armed forces have all the rights of privacy that apply to civilians, and that includes recognizable images used in promotion.

No reputable company would use a photo of somebody in their ads unless that person signed a formal "model-release" or consent form. When such photos sometimes get used, the people in the ads often sue, and often win very large judgements for "breach of privacy."

But I've been hearing from advertising and PR clients for years that this right of privacy doesn't apply to people in government service. It's not true, as my client discovered to their dismay.

Even DoD, who provides lots of photos for "editorial" or new-related purposes, makes clear, those photos aren't supposed to be used for advertising, and the people in the photos have not provided model-releases.

The DoD photos, however, are partly responsible for the confusion; these photos normally include somewhere in the caption the word "Released." "Released" means that DoD has released the photograph to the public for use in newspapers, magazines, and similar outlets. It does NOT mean "model-released."

If you use a photograph in any kind of promotion -- print, web, outdoor, video, broadcast, trade show display -- it pays to be sure that it is covered with a model-release.

DoD Regs on Advertising Photography -- Part One

Ad agencies, public-relations firms, and anybody using photographs to promote products or services in the US should be aware of the requirements of the Department of Defense concerning advertising. These regulations are, DoD tells me, essentially laws and violating them could result in a problem with government attorneys. That doesn't seem to happen very often, though, because DoD seldom seems interested in enforcing the regs, at least at the present time.

If you're an advertiser, DoD does not permit you to suggest in any way that the US government endorses your product or service. In practical terms, that means that you are not allowed to show a photo with a person or object that are clearly part of the US armed forces. You can show an F-15 aircraft, for example, because many nations use the F-15 -- but you can't show USAF markings on the aircraft in the photo. All that's required to comply with the regs is to Photoshop out the markings. The same sort of thing applies to "bumper" markings on vehicles, branch and unit insignia on uniforms, and anything else in a photo that is unique to the US armed forces.

Another part of the regs relates to the people appearing in the photos. According to DoD, they are not supposed to be on active duty. That's not easy to establish just by looking at a photo, most of the time, but DoD prefers advertising photos use actors wearing "sterile" uniforms -- clothing without any patches or insignia at all.

But magazines and other publications are full of ads that violate these regulations. The reason seems to be that enforcement is a very low priority and that violaters will never hear from DoD's lawyers. More on that in another post.

I'll write about this again. It's a big topic and if DoD ever gets serious about enforcing the rules, a lot of advertisers will need to change the way they illustrate their ads.

A Difficult Mission -- Tactical Photography

As the only stock photo agency specializing in military and law enforcement material, we often encounter customers who wonder why it is so hard to get this sort of stock photography, and why it is only available for license as rights-managed (RM) instead of the much cheaper RF. The short answer is that it is very difficult to make these photographs, and dangerous, too.

The difficulty starts with access. Want to make photos of soldiers, Navy SEALs, Recon Marines, SWAT teams, or any of the other members of tactical or support military units? Well, you probably can't. The only people permitted to interview and photograph military personnel on military installations (or almost anywhere else) must be approved by a long and demanding process. Even if the military uses your products, you can't legally make photographs of them being used by soldiers and then use those photos in advertising. Even if you can get yourself and your camera on a base and start making photos, the MPs are going to show up and you're going to get a ride in the back of a patrol car. Sooner or later you'll be escorted to the gate and told to leave. Your camera might not go with you.

I'll explain the process of legally making photos on military installations in detail in another blog, but for now will just say that you've got to get permission from the Public Affairs shop, and to do that you've got to make a proper request and have a very good reason for asking. That reason MUST be related to an "editorial" project -- a book, a magazine article, a television program -- with a known publisher. You need to have documentation that you are a legitimate photojournalist doing a legitimage project. Even then, PAO is not likely to approve your request.

So how have I been able to make all these photographs of the Army, Navy, Air Force, Marine Corps, Coast Guard, British Army, Russian Air Force, and many SWAT teams? Because I have written and illustrated more than sixty books over about twenty-five years, books on Green Berets, SEALs, many kinds of aircraft, many kinds of ships, many kinds of training. The first book was on the Coast Guard, and I will write about that particular series of adventures another time. That was in 1983, but the process of getting access and making photos for that book was essentially the same as for most of the other books -- it takes a long time, a good track record, a network of friends within the subject community, a good portfolio and a good resume.

So you can't make photographs of the military unless the military approves, and they aren't going to approve without a very good reason. I'm one of a small handful of guys who have had a good reason, and I seem to have been the only one who's been producing photo books on all of the ground forces.

Once the photographs have been made for publication, the PAO shops of the various military branches approve the use of these images as stock photography. They don't get involved in any secondary use, and don't need to provide approval. And that's how I have been able to offer the thousands of photographs of the US armed forces through Military Stock Photography.