Photographic Pricing Factors:

There is three main groups of factors that effect photography pricing. The first two are determined by the client and/or the market place and the last by the photographer. All of the below factors come into play when pricing either assignments or Stock. Rates are negotiated per project or image use. When an image or images are chosen for possible use from stock, I will ask a few necessary questions to determine a price range. This is done with a client budget in mind if so stated. If rates are agreed upon a written agreement form can be sent if needed. Assignment negotiations require a more lengthy discussion so that necessary information can be gathered.

1. Market type ( Client /Market )
Purpose of use :
A. Advertising: selling a product or service
B. Corporate: selling a corporate image
C. Editorial: selling ideas or information
D. Other: enhancing or decorating a product

Photo fees traditionally relate to the budgets ( media buy and total production costs)
and profitability of the market area:
A. Advertising: High
B. Corporate: medium-high
C. Editorial: lowest
D. Other markets ( like mugs or calendars ): varies

Usage Needed ( client )
A. Visibility factor: amount of visibility and length of time visible
B. Size: e.g., interior, display, part opener, front or back cover

2. Number of uses
A. Circulation: e.g., newspapers, magazines
B. Press run: e.g., brochures, books
C. Insertions: e.g. advertisements
D. Time: length of time used (e.g., one year billboard )
E. Distribution: where seen - local, regional, National
F. Versions: e.g., what language and two translations, or point of purchase and product packaging

3. Photographic elements ( Photographer )
Everything that goes into a photograph :
A. Time: e.g., photography, pre-/ post production, editing
B. Skills: e.g., expertise, special equipment
C. Creativity: e.g., imagination in color, lighting style
D. Special: e.g., hazards, risks, unique contributions
E. Expenses: all job costs - e.g., materials, equipment, assistants