Stock Photo Prices - Point Of Purchase

Posted on 9/5/2008 by Jim Pickerell | Printable Version | Comments (0)

Similar to packaging, point of purchase pieces, including stand alone counter cards, case cards, register cards or table tents, are meant to influence the customer’s purchasing decision at the point of sale. They are often used in such places as retail stores, banks, real estate offices or trade shows.

A major factor in establishing a price is understanding the role the image plays in selling the client’s product. Ask questions about the piece to find out as much as possible about the piece and how your image appears on it. Try to estimate the percentage of the POP that your image covers.

Distribution 1/4 page 1/2 page 3/4 page full page
over 40,000 1005 1206 1407 2211
40,000 921 1106 1290 2027
20,000 838 1005 1173 1843
10,000 754 905 1055 1658
5,000 670 804 938 1474
2,500 603 724 844 1327
1,000 536 643 750 1179
500 469 563 657 1032
250 429 515 600 943
50 385 462 539 848
25 335 402 469 737

Notes: If the product has a very limited distribution in a local or regional area, you might want to discount these prices somewhat.

    Shelf Talkers in supermarkets should be about 60% of the spot use (Multiply spot use rate by .6)

    Tent Cards are 70% of the above numbers. (Multiply above rates by .7)

Negotiating Tips

POP's are meant to affect the buying decision at the point when a person is most ready to buy. In service businesses like banks and airlines, where there is no packaged product, POP's are extremely important.

POP's can take many forms and be referred to in many different ways. If the client uses a term you are not familiar with, ask questions until you understand the use. Whatever physical form it takes (counter card, poster, shelf talkers, hang tags, etc), if the item is displayed at the same place the customer would pay for the product or service, it probably acts as a POP use.


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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