The Victoria and Albert Museum in London has dropped a bombshell (well, in the world of art publishing at least). Its decision to scrap charges for the reproduction of images in scholarly books and magazines from early next year has had academics panting with excitement. The fact that the museum also intends to take a "liberal" view on what should be deemed scholarly or educational has whipped university presses into a further frenzy.
Those canny V&A marketing men know what they're doing. The South Kensington institution looks set to take the lofty accolade of being the first museum anywhere in the world to offer images free of copyright and administrative charges which can run into hundreds, even thousands of pounds.
Administering reproduction fees at the V&A eats into the profits generated so under the new scheme, publishers will be able to download images directly from the internet.
It's a move guaranteed to take the museum to the people as the V&A feels it's important that readers see images of items in the collection, helping to fulfil its "educational role" by improving access to what are, after all, public collection works.
If the museum's core mission is to preserve our shared cultural heritage, then why the surprise at letting scholars obtain pictures more easily? The V&A's decision certainly complements the government's efforts to get people into museums, mainly through its hugely successful policy of dropping admission charges in 2001.
But in an age of private/public partnerships, it's sensible to see that corporate sources of cash will not be completely cut off. Commercial publications will continue to be charged so pictures for coffee table trophies will ensure a source of revenue while academics benefit from the freebie. Students, who may be charged substantial amounts for images used in dissertations, will no doubt also be let off the hook.
This may sound like a storm in a rarefied teacup but the implications are far reaching. Should other museums follow suit and be part of this online image free for all? The ball is rolling.
