How much is a photo worth?
I recently had a request for some images from a web-designer doing a site for a new diving resort. The initial email asked for rates and I quoted what I thought was a very reasonable price – $350 for 10 low-res images.
He replied with a ‘No thanks, way too expensive’, so I asked him what sort of budget he had. This is what I got back from him:
For website: because it’s small res pics, I give link credit and prefer no time limit.
For print, I can pay 5$ each (price of istockphoto). I want to print (100 pieces) of an A4 or A3 advertising sign with a mosaic images.
Basically, I would get $50 for allowing him to use the images on the site in-perpetuity, as well as produce the advertising signs.
I replied with a ‘No thanks, and would you consider working for a pittance? ‘ type of reply. However, given I am broke at the moment, should I have said yes? $50 is $50…
Just how much is a photo worth at the moment?
I would say no to that, unless they are going to throw in a free week long stay at the dive resort or some other type of trade worth over $1000. Your images are worth way more than than your reasonable $350 offer. Again, I always ask these designers, “Are you working for free?” If not, why should I?
Hey Jon, thanks for the comment. I think half the problem is that the resort itself has given him a tiny budget to work with. But it still very very frustrating… The stock industry does seem to have crashed in the last few years. Do you sell your images through any agencies? I have never earned a great deal but my quarterly cheques have been getting smaller and smaller.
A truly pathetic offer and you have to say NO to that (which resort?). Great images are what SELLS a place and it is absolutely unbelievable that web designers / resorts etc expect you to give away your work for pretty much free. It would take you longer to just find the images, mail them etc than the $50 is worth.
Of course it gets harder and harder for professionals to sell their shots as there are plenty of enthusiasts with often excellent shots that are willing to give away their photos for free, just for the kudos of having their name appear on a website or brochure.
A tough game … maybe time to start selling real estate, jelly beans or anything else with ‘hard value’.
Cheers
Tim Hochgrebe
underwater australasia
http://www.underwater.com.au
Hi Matt,
I’ve seen your work before when we were still colleague and that offer you gave to that web designer is actually very cheap. I was surprise he didn’t take the offer while it was still “hot”.
May be you need an art dealer or something
All the best.
BTW, which part of Indonesia are you going to?
Cheers,
Amillson Baragus
http://www.abaragus.com
Hey Mel – Long time no speak! Like the site btw…
I am in the UK at the moment, hopefully back in Indonesia in a few months, we shall see. Probably based in Bali. Where are you now, KK?
Hey Matt,
Stand firm, your shots are awesome!
Barter is a good way, and if you ever head down the Kiwi way again, you are welcome to be on our boats for as long as you like.
I think the trouble is that people wander around the world with reasonable digital cameras and can take a resonable image. They are a dime a dozen. This guy probably thinks, that if he had the time, he could take the shot, or one of his divers could, but he doesn’t understand the difference between a good shot and a truly great shot.
What you have is an incredible eye, and the ability to make the passion shine through with an “X” factor in your work. You capture something that most people don’t get.
Take care my friend, we think of you often down here!
Cheers
Kate
Hi Kate – Great to hear from you! I would love to get back to Tutukaka – that trip still ranks as one of my most memorable, such as an amazing place.
I will stick to my guns, but I am making some changes at the moment and shooting underwater stock is not going to be the priority any more. Planning on going back to school to do a Masters in photojournalism next year – in China! Hopefully it will stand me in good stead and I will be combining pj work with shooting travel images, above and below the water. Fingers crossed!
Hey Matt,
Absolutely ridiculous prices that the web designer quoted. Sadly, however, that’s the way the world is going.
A publisher representing BBC contacted me and offered US$300 for one of my images with about 10 humpback whales in a heat run, for unlimited use in all forms in perpetuity. She suggested this amount was more than generous. I suggested otherwise, given the tens of thousands of $ and hundreds of hours of time that had gone into getting the image.
If the BBC is undervaluing so much, everyone else will be worse.
Cheers,
Tony
Hey Matt – this stinks, pure and simple…. I’ve starting linking to this video online when people are talking to us for a quote, it seems to remind the client exactly what our stand is as professionals:
http://www.youtube.com/watch?v=R2a8TRSgzZY
I suggest all professionals out there refer to this clip in future…. it’s well worth it…
All the best for now,
Chris
Tony – The whole stock industry and the world of photojournalism seems to be crashing down at the moment. I have some friends that work in stock agencies in the UK and they are struggling to make any money. With income disappearing from advertising you can understand if magazine and commercial budgets are gone, but the BBC? Still funded from the public coffers, right?
I don’t see any sort of adjustment back up to realistic rates any time soon. It is time to reinvent ourselves – multi-media is the way forward I think, and working and selling collaboratively, on features that mix interviews, video and stills, may well be the way to go.
Chris – thanks for the link, I will use that in the future!
Hey Matt – that link is more of a tongue in cheek thing and I don’t ever believe that it will make a shred of difference at a true negotiating table…
but – when asked for a quote now, I refer to the link first and then ask people to come back to me if they’re serious about parting with their hard cash… some do reply, some don’t!….
It’s definitely a good polite technique to remind people how offensive they are being, though…