Stock Photo Prices - Calendars & Greeting Cards

Posted on 9/6/2008 by Jim Pickerell | Printable Version | Comments (0)

The schedules below are for promotional calendars or datebooks that are produced to promote a business. If the use is for a retail calendar or datebook you will probably find it necessary to reduce these numbers by 20% (multiply the base number by .8).
Promotional Datebook

Press Run 1-5 6-10 11-25 over 25
  images images images images
over 500,000 540 486 432 378
500,000 500 450 400 350
250,000 459 413 367 321
100,000 405 365 324 284
25,000 365 328 292 255
10,000 319 287 255 223
under 10,000 270 243 216 189
    The above prices are per-image prices.
    For the cover add at least 100% to the first photo base number.

    For exclusivity in a particular industry or market add 50% to the base number for the photos.

Promotional 12 Sheet Calendar

Press Run 1-3 4-8 9-12 Single
  images images images hanger
over 500,000 1150 1035 920 2300
500,000 1035 932 828 2070
250,000 955 860 764 1909
100,000 863 776 690 1725
25,000 765 688 612 1530
10,000 667 600 534 1334
under 10,000 575 518 460 1150
    The above prices are per-image prices.
    For the cover add at least 50% to the first photo base number.

    Single Hanger prices are much higher than 12 sheet calendar prices because the image will be viewed for an entire year, not just one month.

Retail Calendars and Datebooks

For retail calendars multiply the above number for promotional use by .8.

Greeting Cards and Postcards

Greeting Cards, retail            Up to 10,000 print run            500

If there is to be an e-greeting card in addition to the printed card add 45% to the basic fee.
If it is an e-greeting card alone charge the same fee as if it were a printed card.

Charges based on the length of the license:
If the license is for a card that will be distributed online then it is appropriate to charge additional fees based on the length of time the image will be available for use. We believe the base price should be for 1 year and each additional year should be an additional 20%

    1 year  - base price
    2 years – add 20%
    3 years – add 40%
    4 years – add 60%
    5 years – add 80%

If the use is for a printed card only then the fee should be based entirely on circulation regardless of how long the card is available for sale.

Note: Add $0.02 per card for additional cards above the 10,000 press run.

Postcards, retail                   Up to 10,000 print run            450

Promotional or advertising
Postcards                              Up to 10,000 print run           600

For larger print runs use the fees found in the Brochure category

Notes: Add $0.02 per card for additional cards above the 10,000 press run.
           For world rights add 50%


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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