MRR Prices - Part 2

Posted on 9/28/2007 by Jim Pickerell | Printable Version | Comments (1)

Below is a suggested strategy for MRR pricing. All the prices are for nonexclusive use of an image in a single project or campaign. Multiple uses of a picture for several different campaigns, or by different customers must be negotiated. Exclusive uses must be negotiated. Price is unrelated to the size used, the length of time used and the user's industry. The only factor affecting price is circulation, with the exception of cover uses that must be negotiated.

If the customer's planned use falls into more than one category, the customer must pay the appropriate price for the quantity of use in each category. For detailed definitions of the uses included in each category, see MRR Use Definitions.

The figures I have provided are my best judgment of what is fair, equitable and possible in today's market. Sellers are free to use the basic template and adjust the prices. Some of these prices will need to be adjusted and possibly some circulation points will need to be changed or added. Nevertheless, this is a reasonable starting point.

PRINT ADVERTISING

$2,500

Less than 1,000,000 circulation

$1,700

Less than 500,000 circulation

$1,350

Less than 100,000 circulation

$825

Less that 25,000 circulation

$650

   
PRINTED MARKETING MATERIALS

$1,400

Less than 500,000 pieces

$1,050

Less than 100,000 pieces

$720

Less than 15,000 pieces

$580

Less than 3,000 pieces

$450

   
OUTDOOR ADVERTISING

$3,000

Less than 250

$1,885

Less than 50

$1,625

Less than 20

$1,400

Less than 5

$1,350

One

$1,200

   
INDOOR DISPLAY & ADVERTISING

$1,755

Less than 5,000

$1,325

Less than 1,000

$1,025

Less than 250

$905

Less than 50

$775

Less than 5

$620

   
PACKAGING

$2,700

Less than 5,000,000 pieces

$2,200

Less than 1,000,000 pieces

$1,850

Less than 500,000 pieces

$1,375

Less than 100,000 pieces

$1,125

Less than 25,000 pieces

$950

   
PRODUCTS

$1,200

Less than 250,000 pieces

$1,025

Less than 100,000 pieces

$890

Less than 50,000 pieces

$760

Less than 25,000 pieces

$620

Less than 10,000 pieces

$480

   
WEB OR ELECTRONIC OR BROADCAST (Commercial)

$1,175

One web site

$890

Multiple web sites

$1,175

more than 3,000 emails

$1,025

less than 3,000 emails

$765

Television

$870

   
ALL COMMERCIAL USES

$5,000

   
INTERNAL COMPANY

$450

Newsletter or Magazine

$300

Electronic Distribution to Employees

$140

Power Point Presentation only

$10

   
EDITORIAL MAGAZINE (Inside use)

$300

Magazine less than 100,000 copies

$200

Magazine less than 25,000 copies

$125

Magazine less than 10,000 copies

$75

Newspaper only

$75

   
EDITORIAL BOOK (Inside use)

$700

Less than 1,000,000 copies

$600

Less than 250,000 copies

$425

Less than 100,000 copies

$320

Less than 40,000 copies

$250

Less than 10,000 copies

$190

   
WEB, ELECTRONIC, BROADCAST (Editorial)

$200

Web

$140

Mobile

$80

TV broadcast - National

$700

TV broadcast - Local or Cable

$400

   
NON-PROFIT  
Newsletter or Magazine

$125

Web and Power Point

$49

Power Point only

$5

   
EDUCATIONAL

$45

Reports, Classroom handouts

$20

Web

$25

Power Point only

$5

   
PERSONAL (non-professional, non-commercial)

$2

   
OTHER (Call to negotiate  

This strategy focuses on pricing simplicity without forcing equality between personal and all types of commercial use. Customers aren't demanding that every user be treated exactly the same, but rather that the process is fair and makes it easy for them to determine price. Some suppliers argue that often commercial customers don't know exactly how they will use an image when they begin the purchase process, and thus need even a simpler set of prices.

I agree, but I believe every customer know the general broad category where their usage fits, and that's all they need to know to get a price.

For the most part, there are no limitations as to how long an image may be used except that the use is limited to a certain project and circulation. RF sellers may have some problems with this approach, since in many cases they offer unlimited use in multiple projects for a one-time fee. However, indications are that very few customers actually use images in multiple projects unrelated to a single campaign.


Copyright © 2007 Jim Pickerell. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-251-0720, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of www.selling-stock.com, an online newsletter that publishes daily. He is also available for personal telephone consultations on pricing and other matters related to stock photography. He occasionally acts as an expert witness on matters related to stock photography. For his current curriculum vitae go to: http://www.jimpickerell.com/Curriculum-Vitae.aspx.  

Comments

  • Wolfgang Kaehler Posted Oct 4, 2007
    It would be great is everyone would use these or similar prices and don't undersell to make a deal. Underselling is unfortunatelly becoming a common thing to do to get business, but it is destroying the market and putting photographers out of business.

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