•SUPPLY
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•Lots of individual businesses operating autonomously
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•Patchy awareness of copyright in collections
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•Concerns about loss of authority/control
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•Concerns about impact of online use on real use
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•Sustainability
DEMAND
Easy ways of getting stuff
Straightforward ways of finding out whether it’s ok to use this picture
Ability to buy into authority as a commodity
Market-savvy
Economies of scale
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