Stock Photo Prices - Display Advertising

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

All rates are based on a single photo being used. In cases where several photos belonging to a single photographer are used in one display discounts should be offered on each photo after the first one. In cases where several photos are used from different photographer each photographer should ask for the top price as if only one photo was being used.


Locations 3 months 6 months 9 months 1 year
First use 1200 1596 1992 2400
For each additional        
billboard add: 11 15 18 22
100 billboards 2289 3040 3799 4578

For 30 sheet size, specific time, one year limit. Also for billboards on the side of buses and trucks.

Point of Purchase Banner or Mural

Unlike smaller point of purchase pieces (see POP), banners and posters 2x3 feet or larger should be priced differently. Fewer of these items are produced and usually only in limited locations. It is important to take into consideration the time they will be displayed.

Locations 3 months 6 months 9 months 1 year
First use 745 991 1237 1490
For each additional        
billboard add: $6.00 $8.00 $10.00 $12.00
100 billboards 1339 1783 2227 2678

Duratrans, Display Chromes or Electronic Posters

Duratrans, Display Chromes or Electronic Posters vary greatly in size and in how they are used. Some are used in trade show exhibits. Others may be used as small billboards, kiosks or transit posters. See these other categories, particularly if multiple copies are being made.

Size in inches 16x20 24x36 36x48 48x60 72x96
First use 550 720 832 1180 1505
Additional Copies $10.00 $11.00 $12.00 $14.00 $16.00

Bus Kiosk or Transfer Shelter

These multisided stands are usually found in high traffic areas like malls and airports. The number of units is often smaller than Transit Displays, but given the traffic that passes by them they may have similar impact. The significance of the locations should affect the price.

Locations 3 months 6 months 9 months 1 year
First use 715 951 1187 1430
For each additional        
billboard add: $6.00 $8.00 $10.00 $12.00
100 billboards 1309 1743 2177 2618

Note: Add a 30% to 50% surcharge for major high density terminal locations.

Transit and Airline Posters

Locations 3 months 6 months 9 months 1 year
more than 5,000 1430 1902 2374 2860
5,000 1194 1588 1982 2388
2,500 1044 1388 1733 2088
1,000 894 1189 1484 1788
500 751 998 1246 1502
less than 500 715 951 1187 1430

Transit Card

These are bus or subway panels on the interior of the vehicle which reach a captive audience while the vehicle is operating. Usually this advertising is local. The base numbers in this chart are structured for local usage only.

Locations 3 months 6 months 9 months 1 year
more than 5,000 1029 13687 1707 2057
5,000 908 1207 1506 1815
2,500 805 1070 1336 1609
1,000 708 941 1175 1416
500 635 845 1055 1271
less than 500 605 805 1004 1210

Taxi Card

Taxi cards are usually exhibited externally so they can be seen by people outside the taxi.

Locations 3 months 6 months 9 months 1 year
more than 5,000 935 1244 1552 1870
5,000 825 1097 1370 1650
2,500 732 973 1214 1463
1,000 644 856 1068 1287
500 578 768 959 1155
less than 500 550 731 913 1100


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:  


Be the first to comment below.

Post Comment

Please log in or create an account to post comments.

Stay Connected

Sign up to receive email notification when new stories are posted.

Follow Us

Free Stuff

Stock Photo Pricing: The Future
In the last two years I have written a lot about stock photo pricing and its downward slide. If you have time over the holidays you may want to review some of these stories as you plan your strategy ...
Read More
Future Of Stock Photography
If you’re a photographer that counts on the licensing of stock images to provide a portion of your annual income the following are a few stories you should read. In the past decade stock photography ...
Read More
Blockchain Stories
The opening session at this year’s CEPIC Congress in Berlin on May 30, 2018 is entitled “Can Blockchain be applied to the Photo Industry?” For those who would like to know more about the existing blo...
Read More
2017 Stories Worth Reviewing
The following are links to some 2017 and early 2018 stories that might be worth reviewing as we move into the new year.
Read More
Stories Related To Stock Photo Pricing
The following are links to stories that deal with stock photo pricing trends. Probably the biggest problem the industry has faced in recent years has been the steady decline in prices for the use of ...
Read More
Stock Photo Prices: The Future
This story is FREE. Feel free to pass it along to anyone interested in licensing their work as stock photography. On October 23rd at the DMLA 2017 Conference in New York there will be a panel discuss...
Read More
Important Stock Photo Industry Issues
Here are links to recent stories that deal with three major issues for the stock photo industry – Revenue Growth Potential, Setting Bottom Line On Pricing and Future Production Sources.
Read More
Recent Stories – Summer 2016
If you’ve been shooting all summer and haven’t had time to keep up with your reading here are links to a few stories you might want to check out as we move into the fall. To begin, be sure to complet...
Read More
Corbis Acquisition by VCG/Getty Images
This story provides links to several stories that relate to the Visual China Group (VCG) acquisition of Corbis and the role Getty Images has been assigned in the transfer of Corbis assets to the Gett...
Read More
Finding The Right Image
Many think search will be solved with better Metadata. While metadata is important, there are limits to how far it can take the customer toward finding the right piece of content. This story provides...
Read More

More from Free Stuff