Below is a suggested strategy for MRR pricing. All the prices are for nonexclusive use of an image in a single project or campaign. Multiple uses of a picture for several different campaigns, or by different customers must be negotiated. Exclusive uses must be negotiated. Price is unrelated to the size used, the length of time used and the user's industry. The only factor affecting price is circulation, with the exception of cover uses that must be negotiated.
If the customer's planned use falls into more than one category, the customer must pay the appropriate price for the quantity of use in each category. For detailed definitions of the uses included in each category, see MRR Use Definitions.
The figures I have provided are my best judgment of what is fair, equitable and possible in today's market. Sellers are free to use the basic template and adjust the prices. Some of these prices will need to be adjusted and possibly some circulation points will need to be changed or added. Nevertheless, this is a reasonable starting point.
| PRINT ADVERTISING |
$2,500
|
| Less than 1,000,000 circulation |
$1,700
|
| Less than 500,000 circulation |
$1,350
|
| Less than 100,000 circulation |
$825
|
| Less that 25,000 circulation |
$650
|
| |
|
| PRINTED MARKETING MATERIALS |
$1,400
|
| Less than 500,000 pieces |
$1,050
|
| Less than 100,000 pieces |
$720
|
| Less than 15,000 pieces |
$580
|
| Less than 3,000 pieces |
$450
|
| |
|
| OUTDOOR ADVERTISING |
$3,000
|
| Less than 250 |
$1,885
|
| Less than 50 |
$1,625
|
| Less than 20 |
$1,400
|
| Less than 5 |
$1,350
|
| One |
$1,200
|
| |
|
| INDOOR DISPLAY & ADVERTISING |
$1,755
|
| Less than 5,000 |
$1,325
|
| Less than 1,000 |
$1,025
|
| Less than 250 |
$905
|
| Less than 50 |
$775
|
| Less than 5 |
$620
|
| |
|
| PACKAGING |
$2,700
|
| Less than 5,000,000 pieces |
$2,200
|
| Less than 1,000,000 pieces |
$1,850
|
| Less than 500,000 pieces |
$1,375
|
| Less than 100,000 pieces |
$1,125
|
| Less than 25,000 pieces |
$950
|
| |
|
| PRODUCTS |
$1,200
|
| Less than 250,000 pieces |
$1,025
|
| Less than 100,000 pieces |
$890
|
| Less than 50,000 pieces |
$760
|
| Less than 25,000 pieces |
$620
|
| Less than 10,000 pieces |
$480
|
| |
|
| WEB OR ELECTRONIC OR BROADCAST (Commercial) |
$1,175
|
| One web site |
$890
|
| Multiple web sites |
$1,175
|
| more than 3,000 emails |
$1,025
|
| less than 3,000 emails |
$765
|
| Television |
$870
|
| |
|
| ALL COMMERCIAL USES |
$5,000
|
| |
|
| INTERNAL COMPANY |
$450
|
| Newsletter or Magazine |
$300
|
| Electronic Distribution to Employees |
$140
|
| Power Point Presentation only |
$10
|
| |
|
| EDITORIAL MAGAZINE (Inside use) |
$300
|
| Magazine less than 100,000 copies |
$200
|
| Magazine less than 25,000 copies |
$125
|
| Magazine less than 10,000 copies |
$75
|
| Newspaper only |
$75
|
| |
|
| EDITORIAL BOOK (Inside use) |
$700
|
| Less than 1,000,000 copies |
$600
|
| Less than 250,000 copies |
$425
|
| Less than 100,000 copies |
$320
|
| Less than 40,000 copies |
$250
|
| Less than 10,000 copies |
$190
|
| |
|
| WEB, ELECTRONIC, BROADCAST (Editorial) |
$200
|
| Web |
$140
|
| Mobile |
$80
|
| TV broadcast - National |
$700
|
| TV broadcast - Local or Cable |
$400
|
| |
|
| NON-PROFIT |
|
| Newsletter or Magazine |
$125
|
| Web and Power Point |
$49
|
| Power Point only |
$5
|
| |
|
| EDUCATIONAL |
$45
|
| Reports, Classroom handouts |
$20
|
| Web |
$25
|
| Power Point only |
$5
|
| |
|
| PERSONAL (non-professional, non-commercial) |
$2
|
| |
|
| OTHER (Call to negotiate |
|
This strategy focuses on pricing simplicity without forcing equality between personal and all types of commercial use. Customers aren't demanding that every user be treated exactly the same, but rather that the process is fair and makes it easy for them to determine price. Some suppliers argue that often commercial customers don't know exactly how they will use an image when they begin the purchase process, and thus need even a simpler set of prices.
I agree, but I believe every customer know the general broad category where their usage fits, and that's all they need to know to get a price.
For the most part, there are no limitations as to how long an image may be used except that the use is limited to a certain project and circulation. RF sellers may have some problems with this approach, since in many cases they offer unlimited use in multiple projects for a one-time fee. However, indications are that very few customers actually use images in multiple projects unrelated to a single campaign.