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Lesson 34 Selling Stock´s archives ↓

Lesson 34: Page 11

The client came back with a request for more uses as a tourism related advertisement, running nationally in 4 travel magazines with a combined print run of 2.5 million. The suggested low price is $1200, average $1850, and high $2500. Because it is tourism related and thus a lesser value than an advertisement to sell a product, I quoted the client $1600 and we settled on $1500.  Now a west coast travel magazine has seen the ads and wants to use it in an editorial piece in the magazine for the summer issue and at ¼ page. They are only the west coast and have a circulation of 300,000. The index suggests that the low price be $175, average $300, and high $425. Since it was a regional use instead of national, the agreed price was $250 for one time, non-exclusive, editorial.

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Lesson 34: Page 12

Non-Profits

You may at some point find yourself negotiating with a non-profit or asked to provide an image pro-bono. Letting images be used by non-profits and whether or not to charge depends on the information they provide. Some “non-profits” have the highest paid executives, are in spendy office space, and have substantial ability to generate income. I for the most part will inform them that “I am not a non-profit and need to charge for my work”. This is done by looking at the base price and then knocking a little off for the “non-profit” aspect.

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Lesson 34: Page 13

The following charts provide the base price guidelines and are simple to calculate the base price. From there you consider all other factors.  What you will not see in these charts are pricing for calendars, note cards, and similar other types of products. Most all these companies have set prices they are willing to pay and there is no negotiation.

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Lesson 34: Page 14

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Lesson 34: Page 15

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Lesson 34: Page 16

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Lesson 34: Page 17

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Lesson 34: Page 18

Invoicing

The last step in negotiating your transaction will be the invoice. It is imperative that you state the terms of the sale in your invoice or you could be out some potentially good money if the client thinks they can keep using your photo because you did not spell out the terms.

For this image I negotiated a two month usage for local magazines with a small circulation. The book price was $400 but because I have extensive Photoshop work on this image I was able to get another $175 for its production value. My invoice stated the following: The content you are trying to access is only available to members. Sorry.

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