ClassicStock Archives Added to SuperStock: Many of the World’s Most Iconic Images Are Now Available
- Who is considered the “father of stock photography?”
- What’s the latest news from SuperStock and how can it supercharge your next campaign?
- How many images are in the ClassicStock archives?
Pulitzer Prize-winning historian and writer, David McCulloch, simply and accurately noted, “History is who we are and why we are the way we are.” For those who work in the communications industries — marketing, design, photography, advertising, public relations and others — preserving important relics of these industries is often given less emphasis than whatever current meme, style or “creative color of the month” happens to be.
However, sometimes important history is preserved and renewed for a brand-new perspective. Such is the case with the acquisition of stock photography pioneer H. Robert Armstrong Archive by contemporary photographic licensing agency, SuperStock.
What This Means for You — Since before the turn of the 20th Century, iconic photographic images have helped brands and the agencies that support them tell compelling stories. One of the most important and fascinating collections of these images is the archives of ClassicStock. The story of this model released collection and the plan for its future is a sweet story. If you’ve ever looked for just the right image for a promotional campaign, it may be time to look back to the beginning of licensed stock photographs. You may realize that everything old is new again.
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ClassicStock: Your one-stop shop for authentic vintage imagery. ClassicStock offers a curated collection of high-quality photos and footage, with model releases and diverse representation. Ready to step back in time? Start exploring now.
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Photographic History Preserved
Few care about preserving and sharing photographic images like a professional photographer. Stewart Cohen, an in-demand photographer for more than 30 years and the CEO of SuperStock, is no exception.
In announcing the acquisition of the ClassicStock model released catalog of licensed images, Cohen said, “This acquisition not only reflects our commitment to preserving photographic history but also honors Bob Roberts’ legacy of excellence. We recognize the immense value of the archive and are dedicated to ensuring its accessibility globally. Beyond licensing, we aim to showcase its iconic imagery through potential book publications and exhibitions.”
The ClassicStock collection, which spans more than a century of photographic history, was recently purchased by Stewart Cohen from the family of the late Bob Roberts III, who passionately preserved and nurtured the file created by his grandfather in 1920. Being the first to deliberately create images for the purpose of licensing, the elder Roberts is widely regarded as the “father of stock photography.”
The collection includes 27,000 digitized images readily available for licensing and an additional 100,000 images slated for digitization and market introduction. The unique appeal of this collection is that it is all model released. The archive will maintain its identity as a standalone collection within the SuperStock family of properties increasing its accessibility to creatives, and enthusiasts worldwide.
Bob Roberts Nourished the Family Legacy
According to Photo Archive News, “Bob was the grandson of H. Armstrong Roberts, an internationally known photographer and early pioneer in the stock photography industry. His grandfather founded H. Armstrong Roberts, Inc. in 1920, setting up photographic studios and offices at 4203 Locust Street in West Philadelphia. ClassicStock was housed in this historical, location for its entire business life.
“Bob worked for his father at the agency all his life, taking over as owner/operator in 1979 and overseeing its transition to Robertstock/Classicstock, which continues to license its library of over 500,000 images. In this position, Bob oversaw computerization of the workplace, the development of in-house CD-ROM production, a shift to marketing historical and archival shots, the digitization of 27,000 photographs, and the transition to digital distribution.
“Under his stewardship, the company his grandfather started entered into its 103rd year, operating out of the same studios and offices in Philadelphia.”
Roberts served as president and executive board member of the PACA Picture Agency Council / DMLA Digital Media Licensing Association in the 1980s & 1990s. He received a Lifetime Achievement award from the DMLA in 2016.
On August 22, 2021, after 52 years of working together and 20 years as significant partners, Bob married Roberta T. Groves.
In announcing the sale of ClassicStock to SuperStock, Roberta said, “I know Bob would be thrilled that the archive has found a home at SuperStock. Stewart is the perfect guardian of these historic, and yet, timeless images. Bob often remarked that human stories never change, just the fashions do.”
Job #1: Transporting This Huge Collection
To make this massive ClassicStock acquisition available to SuperStock clients, it was necessary to move the model release forms, the negatives and continue the process digitizing the images. This included more than one hundred years of work!
Of course, this presented a logistical challenge. The thousands of negatives, in hundreds of cabinets were in West Philly and and the state-of-the-art digitization equipment SuperStock owns is in the company’s Dallas headquarters, 1,473 miles away.
This can only mean one thing. ROAD TRIP!
In fact, the number of negatives, contact cards, hard copies of photographs and business records were so voluminous that SEVERAL road trips, from Philadelphia to Dallas, were required.
According to the SuperStock team member Matt Taylor, who was responsible for getting these images and records to the digitization facility in Dallas, there were 3 trips required. He noted, “We made 2 trips with a 20-foot “U-Haul” truck, hauling 30 tons of print boxes and another trip with two 26-foot trucks, transporting 70 file cabinets plus another 20 print boxes.”
Since photographers were involved in this BIG MOVE, an impromptu photoshoot was quickly organized at the 100 year old studio in Philadelphia. Cohen manned the camera for a “vintage” style shoot before the images were sent on their way to Big D. Cohen noted, “Digging through a hundred years of images was incredible. It’s really hard to describe.”
The digitization of the ClassicStock collection is in full swing. According to Brian Goosen of SuperStock, “There were 27,000 images already digitized and 70 file cabinets full of thousands of negatives waiting to go through this process. We have a three-person crew operating a Digital Transitions Cultural Heritage DT Atom copy stand with a Phase One Camera System and a 100 MP digital back. We’ll be expanding to 2 maybe even 3 shifts to handle all the ClassicStock digitizing.”
How to Take Advantage of This Amazing Resource
According to Rick Leckrone of SuperStock, “This acquisition of ClassicStock is special for our company. Why? Because, like H. Robert Armstrong, we are photographers. We understand the significance of this timeless collection and we also know how to help clients find and use this tool effectively.”
“In addition to being a pioneer in commercial photography, H. Robert Armstrong was very much a savant in trendspotting,” said Cohen. “Plus, he was a fearless entrepreneur.
“When he took his camera along with his model/muse/mistress out on the road to shoot images (image above documents an actual on the road shoot), he was “betting” that other companies and publications (such as “Life Magazine”) would pay him a licensing fee to use these photographs at some point in the future. Anticipating this, the founder of what became known as ClassicStock, scrupulously obtained model releases from everyone he photographed. Imagine having the forethought to not only get the releases but cast diversity too. This business model was unheard of at the time. Mr. Armstrong invented stock photography!”
ClassicStock grew and evolved as the specialty collection of vintage, retro, nostalgic, and historical images photographed and amassed by the company during its 103-year history, since its founding in 1920.
“Vintage images hold a unique fascination, noted Karen Dsilva, SuperStock Marketing Director. “They transport us to bygone eras, sparking nostalgia and curiosity. In marketing, these images do more than just depict the past; they create a narrative of progress. For example, a photo of a room-sized computer isn’t just a historical artifact; it’s a testament to how far technology has advanced.
“Vintage imagery adds depth and context, inviting us to reflect on our journey and appreciate how far we’ve come.”
The client resources of the parent company – SuperStock – greatly enhance this massive ClassicStock archive. These include:
- Curation by some of the best photographic editors in the world. This SuperStock research saves time and therefore money and every search is free to clients.
- Easy access to millions of images via the SuperStock website, along with image acquisition in seconds.
- World-wide customer service from every SuperStock office.
- Stunning images and videos that help brands and agencies tell a compelling marketing story.
The SuperStock Legacy Continues with ClassicStock
For more than 50 years, SuperStock has been a trusted resource for brands and their agencies. Adding the iconic images of the “father of stock photography” is another great reason to click on that SuperStock search bar on the homepage and let the magic begin.
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The retro and vintage look sells. If you need one for your next campaign, there is a great possibility that we have it. Hit us up and let us find yours.
