218
PRICING STRATEGIES AT TSI
May 6, 1999
Want to know why prices are so low?
Our stock agency, Stock Connection, and I presume a lot of other stock
agencies, have just received a copy of a TSI price schedule for future
uses of their images by Norwegian Cruise Lines. These uses will be in
brochures, postcard mailers and external newsletters sent to customers.
Norwegian is telling agencies to either match or beat these prices if
they want their images considered for future uses. They say they won't
consider images from any agency that doesn't supply a price schedule in
advance. A smart strategy by Norwegian.
The list below is the schedule of rates TSI provided. For comparison
purposes I have included the rates listed in Negotiating Stock Photo
Prices which are the base rates used by Stock Connection. NSPP
recommends that the 1/4 page or less should be charged at the 1/4 page
rate so it is the same as the 1/8 page rate.
All these uses are for a one-time mailing in the USA only.
Brochures
|
TSI Rates
|
NSPP Rates
|
Brochures based on 100,000 print run
|
|
|
Inside 1/8 page
|
$425
|
$475
|
Inside 1/4 page
|
$440
|
$475
|
Inside 1/2 page
|
$530
|
$595
|
Inside full
|
$560
|
$830
|
Inside double page
|
$635
|
$1450
|
|
|
|
Cover 1/8 page
|
$660
|
$640
|
Cover 1/4 page
|
$695
|
$640
|
Cover 1/2 page
|
$740
|
$805
|
Cover full
|
$760
|
$1185
|
Cover wrap
|
$920
|
$1778
|
|
|
|
|
|
|
Postcards
|
TSI Rates
|
NSPP Rates
|
Postcard Mailer Rated based on 20,000 print run
|
|
|
1/8 front
|
$400
|
$480
|
1/4 front
|
$450
|
$480
|
1/2 front
|
$490
|
$598
|
3/4 front
|
$530
|
$720
|
full front |
$610 |
$840 |
External Newsletter
Rates based on 400,000 print run
(This newsletter will be sent to customers.) The NSPP rates are based on
an external newsletter.
|
TSI Rates |
NSPP Rates |
| External Newsletter |
|
|
| Inside 1/8 page |
$410 |
$610 |
| Inside 1/4 page |
$450 |
$610 |
| Inside 1/2 page |
$490 |
$760 |
| Inside full |
$570 |
$1065 |
| Inside double page |
$660 |
$1704 |
| |
|
|
| Cover 1/8 page |
$635 |
$823 |
| Cover 1/4 page |
$675 |
$823 |
| Cover 1/2 page |
$715 |
$1026 |
| Cover full |
$755 |
$1525 |
| Cover wrap |
$945 |
$2290 |
These rates were first agreed to by TSI on August 18, 1997. We
contacted TSI to confirm that this is still their policy, but after more
than two weeks they still have made no response.
It is interesting to note that TSI reports to their photographers the
type of use for every license, but not size of use. Thus, when photographers
see a small fee they have a tendency to believe that the use was for 1/8 or
1/4 page, when in fact it may have been used much larger.