Advance Notes: Google has come along and made it easier for the photographer who deals in editorial stock. Most editorial photography editors don't have the tight deadlines (like needing the photo yesterday) that ad agency art directors are hampered with. A three- or four-day deadline span is not uncommon. This reality, together with an editor's "Googlbility" to locate the source of an out-of-the-norm picture, enables a stock photographer who may not have the picture already in-house, to leave the studio, take the picture if it's within a short drive, and deliver the high res file (or a lightBOX version) to the editor by the next day.

It seems to be the way of the future. Most everyone who uses the Internet is familiar with Google. They have found Google is an easy way to get specialized information quickly just by typing in a few choice search words. (We've come to call these keywords, or keyphrases.) This development has not escaped the notice of increasing numbers of photobuyers, who are using Google to locate highly specific photos that they know are not available on the trendy micro stock sites.

In the past years, photobuyers were used to putting little effort into trying to find photographs such as 'University Benemerito, Puebla, Mexico', or "Sod homes in Custer County, Nebraska". They knew in most cases it would be counter-productive for them to pursue searching for such photos, having experienced that the law of probability was not on their side. The textbooks, magazines and documentary films of the past reflect this absence of suitable photos.

It's not that the photos did not exist; -- only that a workable, time-effective method of finding them wasn't available.

The digital epoch has solved all of this. With Google search capabilities available, More and more photobuyers are going after highly-targeted photo needs. They know chances are good they can locate a source of such a photo by matching a description of their photo need with the keywords and phrases a photographer, or a tourist department, historical society, medical school, or stock agency, may have posted on their website.

We will no doubt begin to see photobuyers digging even deeper into the Internet to find sources for the pictures they need.

LET THE PHONE BOOK BE YOUR GUIDE

As we mentioned, in editorial photography it's known that buyers seldom need a picture the next day (unlike ad agencies). This means that photographers who own a top-of-the line digital camera are in an excellent position to fit into the way photobuyers are electronically searching for specialized photos for their books, magazines and various periodicals.

Stock photographers can use a Chamber of Commerce brochure or city website to find featured subjects to list on their own website--the local tourist highlights, public buildings, historical highlights, museums, churches, synagogues, temples, mosques, restaurants, sports arenas, schools, recreation spots, nearby lakes, rivers, mountains, and so on.

This could amount to 5,000 - 6,000 words and phrases. The photographer wouldn't have to actually take the pictures; just list them on their website. Then when they get a photobuyer call for a specific photo listed, they can arrange for an assignment, or volunteer to take the picture for consideration, knowing they have a good chance to sell the photo to the buyer, or to a buyer elsewhere on the net.

In such a case, the photobuyer has served as a free marketing suggestion guide. (If one photobuyer wants the picture, no doubt the picture will sell multiple times in the future.)

Seasonal pictures, or certain weather conditions, might prevent the picture-taking, to be sure; however, not enough to discourage the tactic of listing picture possibilities.

For the photographer, the only effort involved would be the time spent amassing a list of keywords and phrases describing area highlights within ten to twenty miles (an afternoon trip) from the photographer's headquarters. The digital photos can be taken and delivered electronically, hi-res, if need be -overnight. Otherwise the photographer could deliver a lightbox of a dozen views for consideration.

Is this sci-fi stock photography? Ten years ago, yes. Today, Google has changed the landscape for photobuyers and stock photographers. You're at the cutting edge.

Here at PhotoSource International, back in 1999 we started a compendium of keywords for stock photographers. It holds nearly 3 million keywords and phrases. If you're not familiar with it, visit it at http://www.photosource.com/bank

Rohn Engh is the best-selling author of "Sell & ReSell Your Photos" and "sellphotos.com."