Digital Photography for Graphic Communications
Chapter 7 • Pricing Digital Photography
Digital photography can result in lower downstream costs if processed correctly for file format and color-management of images. It can let you take advantage of automated print technologies. Progressive printing companies realize this competitive advantage in controlling the photography. Digital processes make this all possible.
Professional photography can take many forms. A photographer may capture images on speculation, offer these images as stock images and license them on a per use (royalty) basis. A photographer may work for a publisher and be compensated for capturing the image and still retain copyright and continue to license the image for use to others who would find value in using the images. Or a photographer may work for a media company such as a printer as a regular salaried employee. In the latter two forms the employer may require the photographer to relinquish copyright, ownership and any future compensation for the images captured. If the images are for marketing purposes that clearly contain images of the client’s products and services this may best represent the interests of the client. These images that are only of value to the client allows the client to reuse the images many times without further cost.
Although this chapter concentrates on work-for-hire assignment photography, photographers specializing in stock, freelance or other forms of photography may be able to utilize applicable concepts from this chapter for their own use.
Copyright, Ownership and License Fees
Pricing of professional photography, should take into account copyright ownership and licensing considerations. The Copyright Act generally gives ownership and copyright of the photographic work to the creator who is then free to determine the current price and any future royalties. This is often the case for freelance or stock photography work.
Photographers who have copyright ownership may determine license and royalty fees depending on a wide variety of factors. These include the type of product or media it is to be reproduced in, the quantity of the circulation or print run, the page or image reproduction size, the time frame for which it is to be used, and other factors. Single use, multiple reuses, exclusive use, unlimited use and outright buyout are part of the compensation equation. This chapter does not cover license fees in detail as this form of photography is not its focus. The American Society of Media Photographers (www.asmp.org) provides more information about copyright and license fees. The U.S. Copyright Office (www.copyright.gov) provides information about your rights.
Photographers may work on a salary basis and receive health benefits from their permanent place of employment. In this case the employer may claim the right to ownership and copyright of the photographic images created by the employee. When photography is commissioned by and paid for by the c