Photographs Usage Value

That fact is that there is not and never has been an established means of determining the value of a photograph in terms of its use. It is quite simple to determine the production cost of an image. It is quite another thing to determine the value of creativity and the use of that creativity by others who seek to advance their commercial interests. As a professional photographer, you will hear your share of theories and stories about how the value of creativity and usage should be determined. All of them are opinions, not rules or practices of the trade. However, usage can be categorized in a matrix that shows relative values of levels of usage. The chart in Figure 3 shows how major levels of usage differ in value. Later, in chapter 6, "Pricing Licenses," you will see this chart expanded to include multipliers that increase the price of a license as the usage level increases.

In the end there is only one truth: the client determines the value of your photography by its willingness to pay. If you understand that, you understand that the fees for photography are most often determined by the client setting a fee, as in editorial photography, or by the mutual agreement of the parties, as in corporate and advertising photography. In the latter group, the principle of pricing according to "what the traffic will bear" is the norm. For the good salesperson and negotiator this can present the opportunity to make greater revenues. If you are waiting for the industry to adopt some kind of value formula, please practice your sales and negotiating skills while doing so. Some day you will realize that the formula is never going to exist. Then, if you studied and practiced, you will be ready to engage in the business like a businessperson. Then you can start on the path to making more money by working the business rather than having it work you.

RELATIONSHIP OF RIGHTS AND VALUE

Rights

Restrictions

Value

Exclusive Exclusive Non-Exclusive Non-Exclusive

Unlimited Limited Unlimited Limited

Highest Upper Middle Lower Middle Lowest

FIGURE 3

FIGURE 3

Digital Camera and Digital Photography

Digital Camera and Digital Photography

Compared to film cameras, digital cameras are easy to use, fun and extremely versatile. Every day there’s more features being designed. Whether you have the cheapest model or a high end model, digital cameras can do an endless number of things. Let’s look at how to get the most out of your digital camera.

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