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

Licensing

Basic Uses/Terminology

Gathering Information

Determining Fees

Building an Estimate

Pricing and Negotiating

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

BASIC USES/TERMINOLOGY ▹  Publicity – Client Submitted

▹  Press Release ▹  Editorial Request

▹  Collateral – Client Produced ▹  Website

▹  Brochure, Annual Report

▹  Advertising – Paid Placement ▹  Web Banner

▹  Print ▹  Outdoor

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?

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?

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

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

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

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

PRICING & NEGOTIATING

Jess Dudley/Production Director

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