1. PRICING &
NEGOTIATING
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Jess Dudley/Production Director

2. WONDERFUL MACHINE
▹ Wonderful Machine provides creatives with the most comprehensive source of high
quality photographers, all over the world.
▹ Invitation Only
▹ Active/Aggressive Promotion
▹ 550+ Photographers
▹ 50 US Cities
▹ 50 Countries
▹ 25 Specialties

3. Pricing and
Licensing
Basic Uses/Terminology
Negotiating
Gathering Information
Determining Fees
Building an Estimate

4. LICENSING
▹ Licensing fees are determined based on a number of factors including, but not limited
to:
▹ Type of Use
▹ Prominence
▹ Geography
▹ Duration of Use
▹ Exclusivity

5. BASIC USES/TERMINOLOGY
▹ Publicity – Client Submitted
▹ Press Release
▹ Editorial Request
▹ Collateral – Client Produced
▹ Website
▹ Brochure, Annual Report
▹ Advertising – Paid Placement
▹ Web Banner
▹ Print
▹ Outdoor

6. GATHERING INFORMATION
▹ What is the concept?
▹ Do you have a shot list?
▹ Who is the client?
▹ What is the goal of the campaign/project?
▹ What is the intended use (in what ways can I limit the licensing)?
▹ Who else is being asked to submit an estimate? Am I the favored photographer?
▹ Has the agency/client worked with any of the photographers being considered?
▹ Do you have a budget set already?
▹ Have you shot this campaign/project previously?

7. New Client Info
Extent of
Use: Prominence: Duration: Geography: Volume: Exclusivity: Credit:
Type of
Use:
Editorial: Anticipated Space: One Time Use? Local? What is the circulation of 30 days from publication Adjacent to the photo, or
Type of Publication: How many photos do you Other__________ Regional? the publication? or 180 days from delivery, if a cover on the table of
Newspaper plan to use, and what sizes? National? What is the advertising whichever is less.
Consumer magazine Cover? Inside? What about International? contents page, or if a
Trade Magazine web use, foreign language use page rate?
Foreign Edition Use? spread, one large credit.
Book reprint use, subsidiary use, Other__________
Foreign Language Use?
Other_____________ syndication use? Do you want
(for Corp. Mag . See Collateral Below) these included or a la carte? Other__________
Publicity: N/A One Year? Local? Number of copies? Proprietary images are Credit on all prints and
Type of Use: Other___________ Regional? exclusive forever, non-
Media Kits slides.
National? proprietary images are
Other_____________
International? exclusive for one year.
Other__________
Other__________
Advertising: Size of Photo(s): One Year? Will the ads appear: Number of insertions? Proprietary images are This is a negotiable point.
What type of media: Are there other photos in the Other___________ Locally? Names of publications? exclusive forever, non-
Newspaper Magazine ad or just ours? Regionally?
Be sure to get it when
Number of pieces? proprietary images are
Point of Purchase Catalog
Nationally? exclusive for one year. you make any other
Billboard Bus Shelter
Internationally? concessions.
Direct Mail Packaging
Freestanding Insert Other__________
Other__________
Other_____________
Collateral: Front cover, back cover, What is the life expectancy Will the publication be What is the print run? Proprietary images are Once in the back of
What type of publication? distributed:
inside, or both? of this piece? Do you want Locally? exclusive forever, non- publication is customary.
Brochure/ Annual Report Regionally?
Will our photos appear with one time use of photos? proprietary images are
Corporate Magazine Nationally?
others? Internationally? exclusive for one year.
CD-Rom Other__________ Are there separate foreign
Other_____________ editions?
What is the title of the publication?
Separate language editions? Other__________
Other____________
Retail: Will ours be the main N/A Will the product be How many pieces will you Proprietary images are
What type of use? distributed: produce?
photo or a secondary exclusive forever, non-
T-shirts Locally?
photo? proprietary images are
Mugs Regionally?
exclusive for one year.
Posters Nationally?
Calendars Internationally?
Other_____________ Other__________
Other____________
World Wide Web: Will the photo(s) appear One Year? Is your audience: How many hits does your Proprietary images are How about a link to your
What type of use? on the main page or on site get per day or week exclusive forever, non- web page?
Other___________ Local? or month?
Editorial subsequent pages? Regional? proprietary images are
Advertising National? exclusive for one year.
Other___________ International?
Other__________

8. DETERMINING FEES
▹ Pricing Structure: Day, Shot, Project
▹ Consider the value of each image/scenario and the effect of the duration on the value
▹ Review previous comparable estimates
▹ Consult multiple pricing resources: BlinkBid, Corbis, Fotoquote, Etc.
▹ Consider hiring a consultant or rep

9. BUILDING AN ESTIMATE
▹ Use an estimating worksheet or software like Excel, Quickbooks, BlinkBid
▹ Line item everything
▹ For larger projects, consider including a treatment:
▹ Experience and client list
▹ Technical and creative approach
▹ Swipes including style references
▹ Production calendar & schedule
▹ Terms and Conditions
▹ Review with a Consultant, Rep or Friend

10. NEGOTIATING
▹ Portfolio, Relationship and/or Money.
▹ Don’t give away something for nothing
▹ Does the intended use match the requested use?
▹ Contract solutions
▹ Duration limitations
▹ Licensing segmentation
▹ Production responsibilities
▹ Invoicing

13. PRODUCTION
▹ Concept
▹ Pre-Bid (optional)
▹ Client Review and Approval
▹ Estimate, Negotiation, Preliminary Schedule
▹ Approval, PO & Advance
▹ Production: Casting, Scouting, Wardrobe, Props
▹ Talent/Location Approval, Fees & Releases
▹ Shoot!
▹ 1st Edit Delivery and Image Selection
▹ Retouching and File Delivery
▹ Invoicing

17. PRICING &
NEGOTIATING
!"#$%&'()*+,-./#%
Jess Dudley/Production Director