Pricing Strategies at TSI

Posted on 5/6/1999 by Jim Pickerell | Printable Version | Comments (0)

218

PRICING STRATEGIES AT TSI


May 6, 1999

Want to know why prices are so low?

Our stock agency, Stock Connection, and I presume a lot of other stock

agencies, have just received a copy of a TSI price schedule for future

uses of their images by Norwegian Cruise Lines. These uses will be in

brochures, postcard mailers and external newsletters sent to customers.

Norwegian is telling agencies to either match or beat these prices if

they want their images considered for future uses. They say they won't

consider images from any agency that doesn't supply a price schedule in

advance. A smart strategy by Norwegian.

The list below is the schedule of rates TSI provided. For comparison

purposes I have included the rates listed in Negotiating Stock Photo

Prices which are the base rates used by Stock Connection. NSPP

recommends that the 1/4 page or less should be charged at the 1/4 page

rate so it is the same as the 1/8 page rate.

All these uses are for a one-time mailing in the USA only.


Brochures

     

TSI Rates   

NSPP Rates   

  Brochures based on 100,000 print run   

     

     

  Inside 1/8 page   

$425   

$475   

  Inside 1/4 page   

$440   

$475   

  Inside 1/2 page   

$530   

$595   

  Inside full   

$560   

$830   

  Inside double page   

$635   

$1450   

     

     

     

  Cover 1/8 page   

$660   

$640   

  Cover 1/4 page   

$695   

$640   

  Cover 1/2 page   

$740   

$805   

  Cover full   

$760   

$1185   

  Cover wrap   

$920   

$1778   

     

     

     

  

  

  

Postcards

  

TSI Rates

NSPP Rates

  Postcard Mailer Rated based on 20,000 print run

  

  

  1/8 front

$400

$480

  1/4 front

$450

$480

  1/2 front

$490

$598

  3/4 front

$530

$720

  full front

$610

$840

External Newsletter

Rates based on 400,000 print run

(This newsletter will be sent to customers.) The NSPP rates are based on

an external newsletter.

  

TSI Rates

NSPP Rates

  External Newsletter

  

  

  Inside 1/8 page

$410

$610

  Inside 1/4 page

$450

$610

  Inside 1/2 page

$490

$760

  Inside full

$570

$1065

  Inside double page

$660

$1704

  

  

  

  Cover 1/8 page

$635

$823

  Cover 1/4 page

$675

$823

  Cover 1/2 page

$715

$1026

  Cover full

$755

$1525

  Cover wrap

$945

$2290

These rates were first agreed to by TSI on August 18, 1997. We

contacted TSI to confirm that this is still their policy, but after more

than two weeks they still have made no response.

It is interesting to note that TSI reports to their photographers the

type of use for every license, but not size of use. Thus, when photographers

see a small fee they have a tendency to believe that the use was for 1/8 or

1/4 page, when in fact it may have been used much larger.


Copyright © 1999 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.  

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