"Images - What are the options?" - cont'd
By Carolyn Gardner
If you're developing an e-newsletter it's often a battle trying to decide what you can do to jazz it up. Words are great, but images often come into the equation and with images comes a whole new debate. Can you borrow that great image from your favourite web site? Should you use a digital camera and take your own shots? Does it make more sense to buy images? And if you buy images, are there restrictions on usage?
"Borrowing Images"
In a word, no. Don't do it. It's one of those 'legal' things when you get right down to it. Or should I say illegal things. You know, copyright stuff, trademark stuff, that kind of thing. Simply avoid the temptation.
"Doing it Yourself"
Taking this route has some advantages including affordability. Plus, taking this route means you can personalize your newsletter using images with people from your organization. But remember, and don't take this the wrong way, but quality may be an issue with this approach.
"Hiring a Professional Photographer"
Sure this is a great idea, but set some budget aside. Hiring a professional is ideal if you need custom, one-of-a-kind images.
"Buying Images"
When you buy images, you're often buying stock photos. Some are royalty-free with unlimited use. Others are for one-time use. Be sure you know the usage restrictions before buying. Costs for stock photos vary incredibly. Some are free while others can cost hundreds, even thousands of dollars.
Carolyn Gardner (cgardner@cardcommunications.com), President of cardcommunications inc. (www.cardcommunications.com), has over 14 years of experience in marketing communications and specific expertise in the planning and execution of highly effective e-marketing campaigns. cardcommunications offers expertise for individuals and organizations planning to execute e-marketing programs that include newsletters and promotional campaigns.
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