Prices for all types of brochures, catalogs, direct mail pieces, single sheet flyers and promo cards can all be calculated by using the base numbers below. The photographer needs to get enough information about how the piece is to be distributed so he can determine whether the use merits a higher fee or not.
| Circulation |
1/4 |
1/2 |
3/4 |
full page |
cover |
| over 30 million |
1823 |
2278 |
2734 |
3189 |
4556 |
| 30 million |
1620 |
2025 |
2430 |
2835 |
4050 |
| 20 million |
1418 |
1772 |
2126 |
2481 |
3544 |
| 10 million |
1215 |
1519 |
1823 |
2126 |
3038 |
| 5 million |
1114 |
1392 |
1671 |
1949 |
2784 |
| 3 million |
1013 |
1266 |
1519 |
1772 |
2531 |
| 1 million |
851 |
1063 |
1276 |
1488 |
2126 |
| 500,000 |
689 |
861 |
1033 |
1205 |
1721 |
| 250,000 |
608 |
759 |
911 |
1063 |
1519 |
| 100,000 |
539 |
673 |
808 |
943 |
1347 |
| 50,000 |
466 |
582 |
699 |
815 |
1164 |
| 25,000 |
405 |
506 |
608 |
709 |
1013 |
| 10,000 |
377 |
471 |
565 |
659 |
942 |
| 5,000 |
344 |
430 |
516 |
602 |
861 |
| 2,500 or less |
304 |
380 |
456 |
532 |
759 |
Notes:
Double page = full-page X 1.75 (add 75%)
Wrap cover = cover X 1.5 (add 50%)
Multiple photos on the cover - The above rates for cover use normally assume that the image is the only image on the cover, and carries the entire impact of the cover. If the image is one of several on the cover, it is sharing the impact and should be priced at the inside photo rate (based on size) X 1.25 or 1.5 (add 25% to 50%)
Negotiating Tips
Just because a print run is low doesn’t necessarily mean that the images is of little value. The brochure may be highly targeted -- sent to a small number of people with a high interest in the product – and thus the image may have much greater value to the customer. The success rate (and the value of the photos used on the piece) may be higher than normal in such a case.
CONSULTATIONS
In the event that you want to discuss the specifics of a particular use Jim Pickerell is available for telephone consultations at 301-251-0720. The fee for such consultations is $2.50 per minute. Most only take a few minutes.