Professional Photography Pricing Guidelines

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This is a useful guide to how we price our work. It’s an industry standard system of professional photography pricing guidelines, based upon the usage you make of the images we create for you to use. This may sound confusing if you’re new to hiring a professional photographer to produce images for you to use, but in fact it’s very easy once you are used to the concept.

Why Have Professional Photography Pricing Guidelines?

There are several reasons, but principally, because it is considered the industry standard way to price work and also because it’s a very fair way to work. From your viewpoint, our pricing is all inclusive of production costs and is a single fee based upon the information you give us. You won’t find additional items on the invoice such as travel, props, aircraft or venue hire.

From our end, it helps us work out the costs for producing the images to the standard you will need to meet your objectives. So to help us determine what the fee should be, we use the Association of Photographer’s guidelines and the Base Usage Rate (BUR) pricing structure.

It’s really quite a simple system, based on the value of our images to you, in terms of use and a very fair way to price images.

Put simply, Little Use = Little Value, Greater Use = Greater Value. This is common sense as it would require considerably more work to create images and video for a large corporate report and billboard advertising campaign than it would to produce a shot for a small motor club newsletter.
So the Licence fee is based on the use of the images which we will produce and then provide you with, licenced for you to use.

To help us determine what exactly it is you are asking us to produce & provide you with, we simply require the following information, then we can quote a fee:

1. The type of images (subject matter, style and / or look, etc).
2. Number of images you anticipate using
3. Location: where the images need to be produced.
4. Media use: (see list below, for breakdown of Media types, that you may want to use the images in).
5. Period of use: (number of years you plan on using the images for).
6. Territory of use: (UK & Ireland, Europe, USA, English language areas or Worldwide use).

Once we have this information, we will then have a better understanding of your requirements and what we need to do to meet your requirements.

So when Quoting, we will quote an all inclusive figure along with the Licence fee – which naturally will be based on the information you provide us with.

Media Use is broken down into the following sections:-

Ambient – includes : garage forecourt, airport and rail station screens and all public areas where advertising is screened.
Billboards / Posters – includes: 96/48/16/12/4 sheet, superlites, escalator panels, bus sides & panels, taxis wraps & seats, bus backs, tube, underground.
Brochure / Catalogue.
Direct Mail – includes: door drop leaflets & postcards.
Inserts / Prints.
Marketing Aids – includes: umbrellas, ashtrays, beer mats, exhibition panels, trolley panels, etc.
Magazine ads – includes: advertorial features, ads & PR.
Magazine editorial.
Newspaper – includes: advertorial features, ads & PR.
Point of sale.
PR – images used to promote within a press editorial/advertorial or trade handout.
Press – Includes: trade, consummer, local, national, magazine & newspapers.
Television / Cinema – includes: interactive TV, Video, mobiles, CD ads.
Worldwide web – includes: email ads & internet use.

A useful link to terms used by Ad agencies and information on Usage on this website by A Photo Editor: Usage Terms.
We hope you find this information useful. If you’re not sure exactly how to proceed, feel free to contact us using this form. Indeed if you’re new to the whole idea of using professional photography pricing guidelines, please drop us a line, we’re always happy to talk you through things.