Pricing Photography - Softcover

Michal Heron

3.47

36 ratings by Goodreads

Softcover

ISBN 10: 1880559684 ISBN 13: 9781880559680

Publisher: Allworth Press, 1997

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Michal Heron and David MacTavish present a completely up-to-date, expanded edition of the widely acclaimed Pricing Photography: The Complete Guide to Assignment & Stock Prices, to help photographers determine what their photography is worth and get a fair price for it. Providing the latest tips for negotiating both assignment and stock prices, this definitive guide includes pages of detailed pricing charts, as well as a current chapter on the latest opportunities in electronic media and the new cyber-markets.

The book covers: negotiating principles for assignment and stock photography, entailing how to establish rapport, gather information, educate the client, quote a price, close the deal, and follow up; 50 pages of pricing charts pertaining to almost every aspect of advertising and editorial stock photography, such as magazines, newspapers, billboards, packaging, posters, annual reports, calendars, and more; sample forms for negotiating assignments, including forms for filling out assignment information over the phone; how to price for electronic rights, as well as take advantage of the opportunities emerging on the Internet and World Wide Web for interchanging information, marketing and selling photos, and learning about the latest photography products.

The book also provides a buyer's guide for customers and clients, plus a comprehensive bibliography of useful resources, making Pricing Photography an indispensable reference for art directors, graphic designers, and photography buyers.

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From the Publisher:

Today’s Tough Photography Market Demands Top-Notch Pricing Skills

Good pricing skills are always an important ingredient of business success, yet in a lagging economy, they are even more crucial. When budgets are tight, photographers need to handle their pricing with more flexibility than usual, and a lot more creativity is required when negotiating with clients. Few photographers, however, master both skills, and many have no access to accurate market prices that they can base their quotes on, say Michal Heron and David MacTavish, authors of the widely used reference work PRICING PHOTOGRAPHY. In the freshly updated version of their classic pricing guide, they provide photographers with these three essential keys to successful pricing and negotiating.

From the Inside Flap:

“An excellent and comprehensive guide to pricing photography. . . . From a survey of pros and stock agencies across the country, it offers a comprehensive listing of stock prices for uses ranging from a magazine ad to a mug, and just about everything in between.” —Photo District News

“This valuable book not only provides guides to what other photographers may be doing, it explains, in detail, how you should be pricing your own stock photos and developing you own assignment fees. After all, we’re in business to make money, not to be starving old artists. . . . This is an excellent tutorial, for newbies and established professionals, to developing fee structures, stock prices, and negotiating strategies.” —Thom Bourgois, photography writer, talentx.com

“Heron teaches photographers how to systematically build the exciting, cutting-edge portfolio that advertising, corporate and editorial buyers are looking for.” —Photographic

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