The chart below list base prices for editorial use in magazines depending on the size that the image is used on the page and the circulation. All these numbers are U.S. dollar figures and are reasonable starting points for negotiations. However, given the current state of the magazine industry readers may find that many magazines balk at paying these prices, particularly if the magazine is struggling.
| Circulation |
1/4 page |
1/2 page |
3/4 page |
full page |
Cover |
| Over 20 million |
720 |
900 |
1080 |
1260 |
2880 |
| 20 million |
624 |
780 |
936 |
1092 |
2496 |
| 10 million |
552 |
690 |
828 |
966 |
2208 |
| 3 million |
504 |
630 |
756 |
882 |
2016 |
| 1 million |
432 |
540 |
648 |
756 |
1728 |
| 500,000 |
384 |
480 |
576 |
672 |
1536 |
| 250,000 |
336 |
420 |
504 |
588 |
1364 |
| 100,000 |
307 |
384 |
461 |
538 |
1229 |
| 50,000 |
276 |
345 |
414 |
483 |
1104 |
| 25,000 |
240 |
300 |
360 |
420 |
960 |
| 10,000 |
223 |
279 |
335 |
391 |
893 |
| under 10,000 |
204 |
255 |
306 |
357 |
816 |
Notes:
Double page = full page X 1.5 (add 50%)
Cover - depending on the importance of the image a cover images may be 3 to 5 times the full page price instead of 2 times as indicated in the chart above.
Spot Photo on Cover - If insert is under 1/4 page size use 1/4 page rate X1.5 (add 50%)
Negotiating tips:
It is now common practice to make all the information in printed publications also available online. Once an image is online there is little or no control over how it might be used by someone else. Also, there is usually no way to determine circulation so the only way you can estimate online usage is to base it on the print circulation. Usually there is little or no additional fee for such online usage.
In some cases the image is only used online and in that case the price should be the same as if the image were being used in print.
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.