Jupitermedia said today talks with prospective buyer Getty Images have stopped, sending its stock falling toward Pluto.

Connecticut-based Jupitermedia shares are down around 17 percent to $7.19.

Last week, Getty outlined a strategy around building entertainment content following its acquisition of WireImage. Jupitermedia is a little different, in that it is mostly a low-cost stock image bank that occassionally competes with Getty. Analysts thought a buyout would have strengthened Getty's position.