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Selling Photos For Publication - How Much Should You Charge?
posted Tuesday, 18 November 2008, 18:30 (+0800), by Martin
books and magazines
Request For Photo Use

I recently received an email from a photo researcher, on behalf of her client, a book publishing company, requesting use of one of my photos ("Numbat" - shown below) for inclusion in a college textbook.

The email included some details on how the image would be used (1/4 page), the size of the print run (40,000 copies), and the distribution of the book (US and Canada), and requested details of my reproduction rights for the photo, indicating that if they were approved, I could then submit an invoice.

As I've had similar requests in the past, I responded with details of the reproduction rights, as well as a price for the use of the requested photo.

The conditions I specified, including the price, were considered acceptable, the photo researcher then requested an invoice, payment was arranged, and I provided a high-resolution copy of the photo.

I suspect the photo researcher found my photo in my photo gallery while searching the internet for suitable photos.


Selling Photos On The Web

Selling photos in this way can be as easy as described above. You just need to publish your photos on the web, either on any of the many photo-sharing websites, a social networking site, or in your own photo gallery on your website. Tagged each image with appropriate keywords, and an appropriate description, to ensure search engines will know the context of the photo, and can direct appropriate visitors to your photos.

It's important to point out that you need to make sure your contact details are easy to find, else a prospective buyer will not be able to contact you to purchase a photo!


What Is A Photo Worth?

When determining the value of a photo, you need to consider the following aspects:
  • Intended Market - Markets include advertising, corporate, editorial, and others.
  • Media Type - What type of media is the photo going to be used in? Will it be used in a magazine, book, newspaper, or website?
  • Image Size - What size will the image be reproduced in the publication? Will it appear on the important front cover of book, will it be 1/4 page, or will it just be a small minor image?
  • Distribution - How many copies of the publication will be produced? Will it be 10,000 or less, or possibly up to multiple millions of copies?
  • Exclusive Use - Is exclusive use of a photo required (ie, you cannot re-sell it to anyone else), or will you still be able to re-sell the photo to any other clients? In most cases, explicitly specify that you're providing the photo for non-exclusive use.
Each of the above factors can and will influence the potential value of the photo, and how much a client is willing to pay for the use of a photo in a particular situation.

I find the Stock Photo Price Calculator a useful reference for obtaining an indication of the value of a photo. It allows you to specify the type of market, type of publication, size, distribution, and it'll provide a low, average and high price based on the criteria specified.

There are a number of other websites that provide similar information, including the NUJ Freelance Fees Guide: Photography website. For a bigger-picture view, the NPPA Cost of Doing Business (CDB) Calculator can be useful, as well as the this discussion thread on flickr.


'Numbat' - sold to a publisher for use in a college textbook
"Numbat"
sold to a publisher for use in a college textbook


Completing A Photo Sale

There are a lot of things that need to be considered and agreed on when arranging the sale of a photo, and here's some of the key things to consider:
  • Reproduction Rights - Provide a comprehensive, non-ambiguous list of reproduction rights to the prospective buyer, and ensure they agree to adhere to these rights. This includes specifying how the client is allowed to use the image, whether you retain copyright on the image, any restrictions of use, whether a credit needs to be included with any use of the image, whether the image can be modified, etc.
  • Price - You need to agree on a price with the prospective client, and this may include some negotiation, depending on the client's budget.
  • Payment Method - You'll need to agree on a method of payment, and make sure that you're aware of any hidden costs, such as international transfer fees, cheque handling fees, etc. For example, in Australia, it can be an expensive exercise to bank foreign cheques (~AUD$50 per USD$ cheque!).
  • Delivery of Photo - Once payment has been made, how are you going to provide a copy of the requested photo to the client? Can it be emailed? Does your mailserver and the client's mailserver allow attachments of that size? Alternatively, can you make it available on your webhost or elsewhere?
  • Legalities - If the photo includes any recognisable people, then a model release form may be required, depending on how the photo will be used, and on the local laws of your country and/or the country where the photo will be used.
  • Copyright - Make sure that you specify that you retain the copyright on the photo.

In Summary

While selling photos in an ad-hoc fashion like this is unlikely to make you a fortune, it can provide a mechanism to get some income from what can be an expensive hobby.
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Comments:
Nick wrote at 2008-11-22 14:05

Thanks for the very informative post! What kind of megapixel count and file format and such is preferred for this kind of thing?

Martin wrote at 2008-11-22 14:24

@Nick: The megapixel count depends on the size of the image that the publisher wants to print. Typically, a higher resolution is better. Image format is typically JPG.

On the subject of pixel count of cameras, more pixels is not always better...particularly with point'n'shoot cameras. The size of the camera sensor and the quality of the lens will determine the quality of the resulting image, not the number of pixels.

Nick wrote at 2008-11-25 17:56

Interesting that you should mention that about the pixel count of point'n'shoot cameras. I've actually been looking at getting a new one and getting something better. My current pick (that I plan to buy myself if I don't get it for Christmas) is a Cannon SD880IS. What are your thoughts on that one?

Martin wrote at 2008-11-25 23:36

@Nick: I don't know much about the Canon SD880IS.
However, when buying a camera, you need to have a good understanding of what type of photography you want to do, and what your camera requirements are (ie, does the camera have to be able to fit into your jeans pocket?), and what your budget is.

Once you've determined those factors, then I'd recommend you read as many reviews as possible, to get a better idea of the features and usability of the various cameras that will meet your criteria.

The next step is to then visit some camera shops, and get some hands-on exposure to the cameras, so you can then make your final decision.

Beau wrote at 2008-12-12 12:38

Nice article, Marty.

An interesting read and quite informative. I have recently been contacted by a calendar publishing company who want to use a bunch of my photos for their 2010 calendar and this article will help me follow through with this deal with confidence.

Thanks

Mary wrote at 2009-02-21 23:38

My daughter a sophmore was asked to sell a photo for a national ad. We don't know what to do. What to charge?

Martin wrote at 2009-02-21 23:43

@Mary: have a look at the Stock Photo Price Calculator (particularly the page on photos being used for advertising), and based on the readership, size of the image, and a few other factors, it should give you an indication of an appropriate amount to charge.

Cheska wrote at 2010-07-02 13:43

I received the same email on Flickr from a biology textbook company who wants to use one of my photos from my previous field work as a biologist for their college lab manual. The photo researcher mentioned it was a rush request, and wanted to know what my photo usage requirements were.

Since I took the photos as a hobby, I never thought about usage requirements. I don't want to do anything without really thinking it over, but don't know what to do! Can you recommend a template for licensing agreements? I may lose out on this one, but would like to be prepared for the next time it happens again. Thanks!

Karen Martin wrote at 2011-04-07 20:41

My daughter has just been approached by a prominent NY publishing company who have requested one of her images for the cover of a new book. Can anyone advise what is an appropritae charge?

Martin wrote at 2011-04-07 21:09

@Karen: I would recommend you try using the stock photo price calculator, and check some of the pricing for editorial use of photos, and it should give you an idea of appropriate amounts to charge.

Rikki wrote at 2011-04-11 00:45

This is a VERY good site - very informational. Thank you so much.

Sarah wrote at 2012-01-11 23:31

Hi,
Just wondering if there's a site I can go to to price photos art gallery's want to use? I've had someone wanting my photos but I have no idea where to even begin!
Thanks
Sarah

Vicky wrote at 2012-06-22 02:53

Hi Martin,

I got contacted by some company who would like to use one of my vectors in their logo. As stock photo, I think it is not permitted. Did u ever have this situation? Kindly advise if you can. Thanks, Vicky

Martin wrote at 2012-06-30 05:20

@Vicky: it is entirely up to you whether you want to allow the company to use your vector in their logo.
If you decide to allow them to use it, you then need to decide on an appropriate price, and some of the pricing guides I've listed above will help with that.

Kris wrote at 2012-08-22 13:38

What is a good or average price to charge buisness to create photos that they will use for their advertising via flyers, web, magazine ect. Maybe for a paticular product or the buisness in whole?

Jo wrote at 2013-05-14 11:07

Marty, what price do you give for reprints? So a publisher purchased an image and now wants to reprint it in another edition. I'm happy with the initial price they paid for the first use so wondering what you recommend for subsequent. Thanks!

Martin wrote at 2013-05-14 11:50

@Jo: I have been in exactly that situation a few times. Some time ago, a publisher purchased the rights to use one of my photos in a book, and I made it clear that the usage rights were for a single edition only of a specific number of copies, and would need to be re-negotiated for any reprints or new editions of the book.

When the publisher wanted to print a new edition, they were happy to pay the same licensing fee again.

It shows just how important it is to ensure you clarify the terms of use of a photo - ie, single print run, specific number of copies of a book, no reprints or new editions, etc.

Mini wrote at 2013-05-24 05:51

Hi Martin,
I have been asked by a teddy bear artist to photograph her bear for a children's book she has written. I have no idea what to charge as this is my first such adventure. My experience in photography is in newspaper photography and some freelance.

Should I charge per completed page/two page spread? Also, would you recommend sending them to her via the web, or the actual prints? Since this is my very first book, I want to be fair and not overcharge her.

I have tried calling local photo studios, camera stores and a university but all say they cannot help me.

Thanks in advance for any advice!

Martin wrote at 2013-05-24 16:31

@Mini: I would recommend you try some of the online calculators that I linked to, and see what they come up with re suggested price.

It also depends on whether you are looking at making a significant amount of money, vs getting into the book market. On the other hand, if you only charge a small amount for these photos, you are devaluing your work, and setting an expectation for future transactions.

Re sending images, it depends on the requirements for the book as to what format you should submit. Check with the book publisher for more details on their requirements.

don sheffler wrote at 2013-07-30 06:11

Hi Martin - I noticed on the pricing calculator there isn't really anything about posters. If an event organizer (sports race competition) wants to use an image to produce posters, both to advertise the event in shops around the country, and to offer for sale or distribution to vendors at the actual events, how do I start to figure this out? thanks for any guidance!

Martin wrote at 2013-07-31 14:57

@don: as you have noticed, the pricing calculator doesn't cover all possible uses, but it can definitely be a useful guide to determine pricing.

The closest is probably to use Stock Photo Price Calculator, and select Advertising -> Billboard.

SE wrote at 2014-03-21 10:20

I've licensed 2 photos for use in college textbooks. Now I've received a request from same company for new edition printing. This time they want WORLDWIDE rights, use for advertising/marketing, unlimited use by their clients/users to download, post, share, reproduce & display, for non-commercial educational purpose only. Limit for print is 195,000. It's a 1/4 page use. The permission contract is for "up to 10 years". Seems like this time they almost want to buy me out for a period of time, rather than pay again for further editions.
Should I charge the same amount as 2 years ago, or more for this kind of use. They paid almost high end the first time.
Thanks for any advice.

Martin wrote at 2014-03-21 10:38

@SE: I would recommend charging more this time, because they want to use the image much more widely than previously.
I recently had a similar situation - a publishing company had used one of my photos three times:
-first edition
-second print run of the first edition
-second edition
and each time they were happy to pay for new rights for the photo, because I explicitly limited their use to a single print run and a single edition each time.
Recently they contacted me with a similar request to yours - they wanted to use the photo for another edition, but this time wanted additional rights to use the photo in various other publications, websites, and more.
I raised the price, and they decided to use an alternative photo from a different source.

JBJ wrote at 2014-05-15 15:06

I have the make up artist of one of my clients wanting to use the photos I took on her business website. I let her use one before for free. What is the best way to go about charging her for new photos? Thanks

Martin wrote at 2014-05-15 17:48

@JBJ: I think the best approach is to let her know that you will need to charge for use of any additional photos, because it costs you time and money to take the photos, and you can't keep providing them for free.

Gerry wrote at 2015-02-07 21:01

I received an email from visitor who want to use my artwork for advertising a non profit Bible Study. Please advise how to charge them. Thank you.

Martin wrote at 2015-02-07 23:31

@Gerry: it's entirely up to you how you want to charge them. I typically will allow non-profits who ask to use my photos to use them at no cost, providing they include an appropriate credit and a link to my blog.
I will always specify that the photo is only allowed to be used for the specified use, and any further use will require permission to be re-negotiated.

Andrea wrote at 2015-02-24 11:54

I have someone that is interested in one of my images to run for advertisement in her local paper. She is overseas (Australia). Are there any tax rules that you can think of? Does one tax on the use of images in the U.S as well?
Thanks!

Martin wrote at 2015-02-26 21:31

@Andrea: tax laws can be complex, and as I'm no expert in international tax laws, I suggest you check with your accountant.

GRG wrote at 2015-03-19 06:49

Hi,
I have someone who has a home-based business that sells school uniforms. He likes to advertise his store in a school newsletter by using one of my images. The newsletter is distributed on paper and via email to parents. This will be my first time in this kind of transaction so I don't exactly know how to charge him. Thank you in advance and your advice will be much appreciated.!

Martin wrote at 2015-03-19 15:25

@GRG: using the stock photo price calculator, selecting "advertising", spec = brochures/catalogs, size = 1/4 page, distribution is 10,000 or less gives the following:
-low price: $275
-average price: $425
-high price: $575

That should give you a starting point - although the calculator doesn't have any details for distributions less than 10,000, which may be a bit too much for your scenario.

It might also be worth considering offering a cheaper price if a credit mentioning your name and/or website address is included with the photo.

Keith Rogers wrote at 2015-07-21 08:15

Thanks for all of this great advice!

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