 Stephen L. Dorton |
Pricing the useage of an Image I have a question that I need some help with! I have a bank that wants to use one of my images for Advertising and other media useage! I was wondering is there a ball park figure to start from when pricing the useage of the image! I don't have any Idea of how much to charge them? Also what other information that I may need to help me with this
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Todd Bennett |
Stephen, You can get an idea here: http://www.photographersindex.com/stockprice.htm It's based prices other photogs have submitted for work that has been published and is an average. It is a starting point; but, not a firm figure. Demographics, market, and a few other things may force the price lower or allow it to be higher depend on your area.
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Todd Bennett |
That may not help you though if it is internet based advertising.
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Jerry Frazier |
Start at thinking in the $10k range. But, for a bank, depending on how big they are, it could be in excess of $100k. Call a professional org such as PPA, I think they publish standards on this kind of thing. If that doesn't work, try Fotoquote.com. There's a fee to buy the software, but it will tell you what the avg licensing costs are for something like this. Remember: when using Fotoquote, this is just the cost of licensing. You also have to charge your creation fee, and any expenses you may incur.
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Raymond H. Kemp |
The fact that it is a bank and not an ad agency leads me to think that this is a small community bank of some sort. If your selling the image as stock and retaining full rights, then your fee will be smaller than for exclusive rights. Use for advertising is a broad range. Are we talking mags, newspapers, pamphlets, what? I have sold to several ad agencies and usually my work is for limited rights and only for a specific ad campaign. For instance I recently sold some images to an agency to use for a client's convention booth. Then later the agency wanted to use the same images for the same client's magazine ad, which they had to pay another limited use fee for the images. You need to find a little more about specifically what the bank wants the image for. That should give you some better guidelines to search out a fee. But if this is a home grown bank ad, I wouldn't bet that you'll get anything near what Jerry suggested. Ray
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Todd Bennett |
Jerry, I suggested PhotoQuote on here about 2 years ago in a similar type thread. Got blasted by a guy named Bob. If I remember correctly that was all he used as a sign in name. I had forgotten about that program. It is very good.
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Raymond H. Kemp |
I've used Photoquote and found the numbers come pretty close to what a publisher will budget. I used it to compare some of my magazine fee rates and again it was pretty close. I agree with Todd in that it is a very good tool. Ray
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John Rhodes |
Todd, could that be "fotoquote" vice "photoquote?" I didn't get a hit on "ph..." John
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Todd Bennett |
yeah. Duh. Sorry. That's what I get for trying to spell everything correctly.
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Jerry Frazier |
I've talked to some industry experts and they all agree that fotoquote is very accurate. However, it's kind of high-end. Meaning that it spits out numbers that an ad agency would expect to pay. But, joe blow hardware store, or something would NEVER pay that kind of money because they don't understand value, mainly. An ad agency can be your friend in that they educate the business on what things will cost in the market place. I do small jobs for some people, and I only do it if there is some beneficial side to it. For instance, I did a shoot for a pie company, and it's a mom and pop shop, so we worked a free pie deal for me, plus some cash. I didn't get the kind of deal I would get from Sara Lee, but I was happy with it, in the end. I'm selective, and only do those kind of jobs if they interest me.
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Raymond H. Kemp |
That's what I was getting at when I mentioned the bank sounded like they were doing their own ad campaign. They'll never pay what an ad agency would budget for photo art. However, I know ad agencies will see if they can get by on the cheap as well. The agency I have worked with in South Carolina called and pitched me a quote for some of my work. I balked at the quote and required a higher fee. The agency rep moaned a little but consented to my fee. They still do business with me to this day. Don't ever sell yourself short! Stick to your numbers for once they find out you will blink from time to time, they'll keep trying to cut your rate. My pricing is fair and they know that my work is unusual and hard to get so I can afford to keep my pricing tight. I like your barter idea, Jerry. I've done that a few times myself! Ray
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Jerry Frazier |
I hear you. I am very sensitive to the market and am very careful about how I price. There's nothing worse than getting pegged as the cheap guy, when you could get 2 or 3 times more, had you not dug yourself into that hole. And, I agree about ad agencies. But, they do a good job of prepping their clients and selling the price. But, it is their job to try and get you down.
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