Pricing Photography

Michal Heron and David MacTavish present a completely up-to-date, expanded edition of the widely acclaimed Pricing Photography: The Complete Guide to Assignment & Stock Prices, to help photographers determine what their photography is worth and get a fair price for it. Providing the latest tips for negotiating both assignment and stock prices, this definitive guide includes pages of detailed pricing charts, as well as a current chapter on the latest opportunities in electronic media and the new cyber-markets.

The book covers: negotiating principles for assignment and stock photography, entailing how to establish rapport, gather information, educate the client, quote a price, close the deal, and follow up; 50 pages of pricing charts pertaining to almost every aspect of advertising and editorial stock photography, such as magazines, newspapers, billboards, packaging, posters, annual reports, calendars, and more; sample forms for negotiating assignments, including forms for filling out assignment information over the phone; how to price for electronic rights, as well as take advantage of the opportunities emerging on the Internet and World Wide Web for interchanging information, marketing and selling photos, and learning about the latest photography products.

The book also provides a buyer's guide for customers and clients, plus a comprehensive bibliography of useful resources, making Pricing Photography an indispensable reference for art directors, graphic designers, and photography buyers.