pricing and negotiating for commercial photographers
TRANSCRIPT
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PRICING & NEGOTIATING
Jess Dudley/Production Director
!"#$%&'()*+,-./#%!"#$%&'()*+,-./#%
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WONDERFUL MACHINE ▹ Wonderful Machine provides creatives with the most comprehensive source of high
quality photographers, all over the world.
▹ Invitation Only ▹ Active/Aggressive Promotion
▹ 550+ Photographers
▹ 50 US Cities ▹ 50 Countries
▹ 25 Specialties
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Licensing
Basic Uses/Terminology
Gathering Information
Determining Fees
Building an Estimate
Pricing and Negotiating
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LICENSING ▹ Licensing fees are determined based on a number of factors including, but not limited
to: ▹ Type of Use
▹ Prominence ▹ Geography
▹ Duration of Use
▹ Exclusivity
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BASIC USES/TERMINOLOGY ▹ Publicity – Client Submitted
▹ Press Release ▹ Editorial Request
▹ Collateral – Client Produced ▹ Website
▹ Brochure, Annual Report
▹ Advertising – Paid Placement ▹ Web Banner
▹ Print ▹ Outdoor
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GATHERING INFORMATION ▹ What is the concept?
▹ Do you have a shot list? ▹ Who is the client?
▹ What is the goal of the campaign/project? ▹ What is the intended use (in what ways can I limit the licensing)?
▹ Who else is being asked to submit an estimate? Am I the favored photographer?
▹ Has the agency/client worked with any of the photographers being considered? ▹ Do you have a budget set already?
▹ Have you shot this campaign/project previously?
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New Client Info
Extent of Use: Prominence: Duration: Geography: Volume: Exclusivity: Credit: Type of Use:Editorial: Type of Publication:
Newspaper
Consumer magazine
Trade Magazine
Book
Other_____________
(for Corp. Mag . See Collateral Below)
Publicity:Type of Use:
Media Kits
Other_____________
Advertising:What type of media:Newspaper Magazine
Point of Purchase Catalog
Billboard Bus Shelter
Direct Mail Packaging
Freestanding Insert
Other_____________
Collateral:
What type of publication?
Brochure/ Annual Report
Corporate Magazine
CD-Rom
Other_____________
What is the title of the publication?
Retail:
What type of use?
T-shirts
Mugs
Posters
Calendars
Other_____________
World Wide Web:
What type of use?
Editorial
Advertising
Other___________
Anticipated Space:How many photos do you
plan to use, and what sizes?
Cover? Inside? What about
web use, foreign language use
reprint use, subsidiary use,
syndication use? Do you want
these included or a la carte?
N/A
Size of Photo(s):
Are there other photos in the
ad or just ours?
Front cover, back cover,
inside, or both?
Will our photos appear with
others?
Will ours be the main
photo or a secondary
photo?
Will the photo(s) appear
on the main page or on
subsequent pages?
One Time Use?
Other__________
One Year?
Other___________
One Year?
Other___________
What is the life expectancy
of this piece? Do you want
one time use of photos?
Other__________
N/A
One Year?
Other___________
Local?
Regional?
National?
International?
Foreign Edition Use?
Foreign Language Use?
Other__________
Local?
Regional?
National?
International?
Other__________
Will the ads appear:
Locally?
Regionally?
Nationally?
Internationally?
Other__________
Will the publication be distributed:Locally?Regionally?Nationally?Internationally?Are there separate foreign editions?Separate language editions?Other____________
Will the product be distributed:
Locally?
Regionally?
Nationally?
Internationally?
Other____________
Is your audience:
Local?
Regional?
National?
International?
What is the circulation of
the publication?
What is the advertising
page rate?
Number of copies?
Number of insertions?
Names of publications?
Number of pieces?
What is the print run?
How many pieces will youproduce?
How many hits does yoursite get per day or week or month?
30 days from publication
or 180 days from delivery,
whichever is less.
Other__________
Proprietary images are
exclusive forever, non-
proprietary images are
exclusive for one year.
Other__________
Proprietary images are
exclusive forever, non-
proprietary images are
exclusive for one year.
Other__________
Proprietary images are
exclusive forever, non-
proprietary images are
exclusive for one year.
Other__________
Proprietary images are
exclusive forever, non-
proprietary images are
exclusive for one year.
Other__________
Proprietary images are
exclusive forever, non-
proprietary images are
exclusive for one year.
Other__________
Adjacent to the photo, or
if a cover on the table of
contents page, or if a
spread, one large credit.
Credit on all prints and
slides.
This is a negotiable point.
Be sure to get it when
you make any other
concessions.
Once in the back of
publication is customary.
How about a link to your
web page?
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DETERMINING FEES ▹ Pricing Structure: Day, Shot, Project
▹ Consider the value of each image/scenario and the effect of the duration on the value ▹ Review previous comparable estimates
▹ Consult multiple pricing resources: BlinkBid, Corbis, Fotoquote, Etc.
▹ Consider hiring a consultant or rep
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BUILDING AN ESTIMATE ▹ Use an estimating worksheet or software like Excel, Quickbooks, BlinkBid
▹ Line item everything ▹ For larger projects, consider including a treatment:
▹ Experience and client list ▹ Technical and creative approach
▹ Swipes including style references
▹ Production calendar & schedule ▹ Terms and Conditions
▹ Review with a Consultant, Rep or Friend
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NEGOTIATING ▹ Portfolio, Relationship and/or Money.
▹ Don’t give away something for nothing ▹ Does the intended use match the requested use?
▹ Contract solutions ▹ Duration limitations
▹ Licensing segmentation
▹ Production responsibilities ▹ Invoicing
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PRODUCTION ▹ Concept ▹ Pre-Bid (optional) ▹ Client Review and Approval ▹ Estimate, Negotiation, Preliminary Schedule ▹ Approval, PO & Advance ▹ Production: Casting, Scouting, Wardrobe, Props ▹ Talent/Location Approval, Fees & Releases ▹ Shoot! ▹ 1st Edit Delivery and Image Selection ▹ Retouching and File Delivery ▹ Invoicing
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PRICING & NEGOTIATING
Jess Dudley/Production Director
!"#$%&'()*+,-./#%!"#$%&'()*+,-./#%