NEW YORK: Newscast, the UK-based provider and distributor of corporate, consumer and financial photography, has opened an office in New York. WirePix founder Jim Sulley has been tabbed to lead the new office, which has yet to announce a new client.
Sulley has previously worked for news organizations such as the AP, the New York Times, and USA Today. He said he joined the firm because of his experience in photography and his knowledge of the PR and press industries.
"Jim understands the requirements of the PR community and combines this with an insider's knowledge of what the media want." Stewart Goldstein, Newscast CEO said.
More of Newscast's UK clients have been active in the US, which led the company to contemplate offering them support in the US, while expanding the reach of its own business, Goldstein said.
The New York office is currently in place to service all of the US, but Sulley said that he hoped operations would grow to a level that made Newscast contemplate opening another office.
"There is a definite need in the NY market. There is a large potential for clients. The media in New York is a little different than the UK, regarding the types of images that they will use. Our editorial [approach] will be slightly different. There's also a much vaster distribution. In the UK, the 13 dailies are based in London. Here we have over 1,000 dailies, and there's no one concentrated area," Sulley said.
"The US market is very different to the UK. But one of the main things our research tells us is that PR photography in the US lacks the creativity of work in the UK," Goldstein said.
Sulley also cited the growth potential of Web-based publications as more people switch from dial-up and broadband usage grows in the next three-to-five years. Photo content is still relatively small on the web because of bandwidth issues, he said.
Newscast currently provides photography services for 70 of the top FTSE 100 companies and their PR agencies in the UK. It has 10,000 journalists registered to its site and its global distribution service reaches 75 countries. Newscast also syndicates photos for the BBC, the Financial Times, and The Independent Group of newspapers, as well as a stable of freelancers.