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Pricing Photography: The Complete Guide to Assignment and Stock Prices, by Michal Heron, David MacTavish
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Written by successful freelance photographers, this classic trade reference tool provides photographers with a wealth of time-tested information on everything from estimating prices, identifying pricing factors, and negotiating fair deals. Topics discussed include practical information on the economics of photography, cutting-edge negotiation techniques, pricing guidance for photography buyers, how to structure prices to fit any type of market and usage, how to define prices in a way that guarantees long-term profitability, and the specifics of pricing electronic media. A must-have addition to every photographer’s bookshelf.
- Sales Rank: #459658 in Books
- Brand: Brand: Allworth Press
- Published on: 2013-01-02
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x 11.10" w x 11.00" l, 1.35 pounds
- Binding: Paperback
- 160 pages
- Used Book in Good Condition
Review
An excellent and comprehensive guide to pricing photography. . . . From a survey of pros and stock agencies across the country, it offers a comprehensive listing of stock prices for uses ranging from a magazine ad to a mug, and just about everything in between -- Photo District News
Covers just about every kind of use for advertizing, publishing, and other commercial activities. . . . A valuable discourse for today's professional photo studio -- Communication Arts, March/April 1998
This book is nicely written, and sets out its advice and its assignment and stock pricing information for the U.S. market with great clarity -- Stock Photo Report
This book provides the latest tips for negotiating both assignment and stock prices. It is the definitive guide to determining what your photography is worth and getting a fair price for it, including pages of detailed pricing charts, as well as a current chapter on the latest opportunities in electronic media and the new cyber-markets -- Light and Shade
[Allworth] has come out with one that you might like to own or at least read. . . . Don't wait for the movie to come out, buy Pricing Photography now and put yourself ahead of the game -- Industrial Photography
From the Publisher
Today’s Tough Photography Market Demands Top-Notch Pricing Skills
Good pricing skills are always an important ingredient of business success, yet in a lagging economy, they are even more crucial. When budgets are tight, photographers need to handle their pricing with more flexibility than usual, and a lot more creativity is required when negotiating with clients. Few photographers, however, master both skills, and many have no access to accurate market prices that they can base their quotes on, say Michal Heron and David MacTavish, authors of the widely used reference work PRICING PHOTOGRAPHY. In the freshly updated version of their classic pricing guide, they provide photographers with these three essential keys to successful pricing and negotiating.
From the Inside Flap
“An excellent and comprehensive guide to pricing photography. . . . From a survey of pros and stock agencies across the country, it offers a comprehensive listing of stock prices for uses ranging from a magazine ad to a mug, and just about everything in between.” —Photo District News
“This valuable book not only provides guides to what other photographers may be doing, it explains, in detail, how you should be pricing your own stock photos and developing you own assignment fees. After all, we’re in business to make money, not to be starving old artists. . . . This is an excellent tutorial, for newbies and established professionals, to developing fee structures, stock prices, and negotiating strategies.” —Thom Bourgois, photography writer, talentx.com
“Heron teaches photographers how to systematically build the exciting, cutting-edge portfolio that advertising, corporate and editorial buyers are looking for.” —Photographic
Most helpful customer reviews
109 of 118 people found the following review helpful.
Title and abstract are misleading
By Harry Timko
When I bought this book, I was looking for info on how to price a photo assignment for sale. The title and short abstract of the book led me to believe this would be a great reference for my purposes. However, when I got the book, the first few paragraphs pointed out that its focus was on assignment stock photography, not for pricing photo assignments in which the finished prints are to be sold to individual clients. If I were submitting stock photos to publishers, it would be a great reference for me. It gets 2 stars only because it didn't suit my purposes at the time.
44 of 45 people found the following review helpful.
Gold mine of information
By Maria Lyle
I'm a professional photographer so I have experience in pricing, but until I read this book I didn't realize how much more there was to learn. I have picked up a lot of subtleties in negotiating techniques which has given me increased confidence in dealing with clients. Another plus for me was the language rights section. By using the careful, precise language when writing an invoice I am now avoiding some pitfalls in the permissions I grant to clients. The pricing charts are a great reference so I can see where my rates fall in comparison to the national average. Sometimes I even show the price charts to my clients so they can see what a good deal I'm giving them! The book is a gold mine of information -- all spelled out in photographer-friendly language.
47 of 50 people found the following review helpful.
A Bible!
By Paul M. Bowers
This is a must-have for those trying to start or run a photography business. Tells you how, not just what, to charge. Gives you words to use when negotiating assignments and stock sales. I wish more photographers would use this book. I also recommend it to my clients.
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