What to charge

Hi, I've been approached by a company that wishes to use one of my images for some kind of promotional work they have coming up. Of course they are willing to give me credit on the image and check the final pdf before going to print but what is the sort of "going rate" to ask for the image.

I think it probably depends on how the image will be used. Of it was, say, Playboy buying a nude shot for global publication, you'd be looking for at least a 4-figure sum. Conversely, if it's to promote a church bazaar, probably free tea and biccies is the order of the day. If they're afraid to ask, ask them to make you an offer, and go from there.

You really need to be clear about just exactly how and where they want to use the image. Is the picture unique to you or could they just as easily get something similar from a stock agency.

I was doing some promtional work for a client and they wanted a particular image. the cost of me doing it was many times greater than the £30 or so they paid for unlimited usage from istockphoto.

As Steve says - depends on use. Also depends on whether they want the rights to use the image or want to buy the image outright and whether it is royalty free. Also depends on the uniqueness of the image - assuming you are not offering an image of Elvis being abducted by aliens or an Italian cruise line captain abandoning ship - then there are some pretty standard rules apply.

Generally they would just want the rights to use the image. In this case price would depend on several factors including:

What is the image of - how unique is it
Where - as in will it be seen in the UK only. Europe, Worldwide?
When - as in how long do they want the rights for - a one off ad or 12 months for instance
Usage - as in restricted to print or digital use or both, TV etc

I tend to buy image use fairly frequently in my job and these are the usual main criteria and sometimes the potential audience size is also factored separately

As an example - if I buy the rights to a royalty free image for a one off use in a magazine ad or one month on-line ad - I would tend to be paying between £100-£1000 depending on the above

To get some idea - go to Getty Images link

Select an image category that is near to your image - have a look - select a specific image and then fill in the details of use - and you will get a price - change your answers and see what this does to the price

Not suggesting you should be asking Getty Prices - but it is a good way of seeing the scope of prices depending on usage and other factors

Hope this helps

Carl

Thanks for your comments they have been very helpful. I've gone with £100 so I'm waiting for the response from them. I'll keep you informed!