Stock Photo Prices - Brochures

Posted on 9/3/2008 by Jim Pickerell | Printable Version | Comments (0)

Prices for all types of brochures, catalogs, direct mail pieces, single sheet flyers and promo cards can all be calculated by using the base numbers below. The photographer needs to get enough information about how the piece is to be distributed so he can determine whether the use merits a higher fee or not.

Circulation 1/4 1/2 3/4 full page cover
over 30 million 1823 2278 2734 3189 4556
30 million 1620 2025 2430 2835 4050
20 million 1418 1772 2126 2481 3544
10 million 1215 1519 1823 2126 3038
5 million 1114 1392 1671 1949 2784
3 million 1013 1266 1519 1772 2531
1 million 851 1063 1276 1488 2126
500,000 689 861 1033 1205 1721
250,000 608 759 911 1063 1519
100,000 539 673 808 943 1347
50,000 466 582 699 815 1164
25,000 405 506 608 709 1013
10,000 377 471 565 659 942
5,000 344 430 516 602 861
2,500 or less 304 380 456 532 759

    Double page = full-page X 1.75 (add 75%)

    Wrap cover = cover X 1.5 (add 50%)
Multiple photos on the cover - The above rates for cover use normally assume that the image is the only image on the cover, and carries the entire impact of the cover. If the image is one of several on the cover, it is sharing the impact and should be priced at the inside photo rate (based on size) X 1.25 or 1.5 (add 25% to 50%)

Negotiating Tips

Just because a print run is low doesn’t necessarily mean that the images is of little value. The brochure may be highly targeted -- sent to a small number of people with a high interest in the product – and thus the image may have much greater value to the customer. The success rate (and the value of the photos used on the piece) may be higher than normal in such a case.


In the event that you want to discuss the specifics of a particular use Jim Pickerell is available for telephone consultations at 301-251-0720. The fee for such consultations is $2.50 per minute. Most only take a few minutes.

Copyright © 2008 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 301-461-7627, e-mail: wvz@fpcubgbf.pbz

Jim Pickerell is founder of, 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:  


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