reverse perverse (ffrench ppt)

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Reverse Perverse Economics:Giving it away to increase salesRights and Reproductions policy at the Yale University Art Gallery.

John ffrench08/08/2008

Museum Computer Network, 2009 - Panel TalkFriday, 13 November - 11:15am-12:45pm

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Yale University Art Gallery

Reverse Perverse Economics: Brief history

◆ The Yale University Art Gallery’s permanent collection includes over 185,000 works, organized into ten curatorial areas. The Yale University Art Gallery is the oldest university art museum in the western hemisphere.

1926

1832 - 1901

1953

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Reverse Perverse Economics: Web presence: main site

http://artgallery.yale.edu

http://artgallery.yale.edu/



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Reverse Perverse Economics: Categories

◆ 25,000 hi-res publication ready images

◆ No charge for research images / photography

◆ Professional grade images for reproductions

◆ 38% increase in requests as a result

◆ Most requests are for Scholarly publication

◆ General turn around time is 4 weeks

◆ Internally generated income for last fiscal year was $35,000

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Reverse Perverse Economics: Incomes (fy09 - internally)

◆ Commercial $ 16,947.00◆ Scholarly/non-profit $ 16,374.50◆ Research $ 0 total $33,321.50

◆ 75% of our internal requests are Scholarly related.

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Reverse Perverse Economics: Web presence: eCatalogue

http://ecatalogue.art.yale.edu

Online Collections Database

◆ Images available for rt-click at 700 pixels◆ Only permanent collection objects◆ Images vary in quality (if available)

http://ecatalogue.art.yale.edu/

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Reverse Perverse Economics: 3rd Party Licensing (fy09)

◆ Art Resource: Began relationship in 2007, average is $15,000 per year◆ Scala: Began relationship in 2008, average income is $4,200 per year◆ DNP: Began relationship in January 2008, average income is $1,500 per year (avg. not a full year yet)

With the 3rd party companies we are sharing the same set of images to each of the three companies.

◆ ARTstor (Shared Shelf)

Art Resource Scala DNP Image Archives

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Reverse Perverse Economics: Mellon meeting December 1st

◆ 14 museums meeting including the Yale University Art Gallery, and the Yale Center for British Art. ◆ Topic of Images in Scholarly Publishing.

"...discussion of current challenges for scholarship in

art historical and related disciplines, in particular as these are related to the fees charged by museums when

licensing images."

The Use of Art Museum Images for Scholarly Publication

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Pros Cons

Online RT-Click ability

Quick Access for Scholars

Minimal file management

No control of image use

No means of tracking Image quality varies

Free Academic Research

Images (via e-mail)

Happier researchersLess paperwork

Faster turn-around

No income for work done to prepare and

send files

Not Charging for newPhotography

Potentially drive more requests to your collection

Potentially drive more requests to your collection

Loss of revenue

3rd party licensingReduces burden on

staffBroader visibility

Initial initiation of relationship can be

involved.

Reverse Perverse Economics: Pros and Cons

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Yale University Art GalleryConclusions

◆ The concept of providing new photography for free is that the Gallery is actually benefitting from the request in that the work is getting out into a public forum and therefore is of service to us and the object.◆ The images are often already out there, giving them away is a means to (hopefully) control the quality of files that are being used.◆ Staff time is reduced by not having to handle financial transactions, but may be increased due to being free.◆ By maintaining 3rd party relationships all commercial requests can be filtered out allowing internal staff to focus on Scholarly needs in a more timely fashion.

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Yale University Art GalleryContacts

• John ffrench - Visual Resources, Project Management [email protected]

• Kathleen Mylen-Coulombe - Rights and Reproductions, Coord. [email protected]

• David Whaples - Visual Resources, Requests facilitator [email protected]

reverse perverse (ffrench ppt)

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