Where To License RM Images

Posted on 7/24/2013 by Jim Pickerell | Printable Version | Comments (0)

A few months ago I reported how Getty Images’ Rights Managed prices vary when an image is being used in different countries.

It is not surprising that costs in general in one country might be lower than another based on the local economy. But, Getty’s pricing template calculates fees based on where an image is licensed, not where it will eventually be used.

Thus, if I want to use an image in a textbook in the U.S. it is much cheaper to license the rights to use that image in Spain or the UK than in the U.S.  If I want to use an image in a magazine in France it is much better to have someone in Italy or the UK license the use for you.

If you are in Sweden and want to license use of an image for advertising you can get it cheaper almost anywhere other that Sweden. On the other hand, if I want to license usage of an image for Wall Décor the last place I want to go is the UK. You can get the rights for about half the price if you license it in the U.S. and even cheaper in India.

  U.S. UK Sweden India Germany Italy France Spain
Advertising $1,710 $1,725 $1,977 $1,396 $1,275 $1,246 $1,034 $735
Brochure $1,245 $1,213 $716 $803 $885 $417 $1,208  
Textbook Int. $290 $95 $124 $169 $126 $108 $297 $80
Magazine $328 $197 $308 $211 $341 $233 $546 $139
Wall Décor $450 $817 $591 $392 $527 $535   $528
Calendar, Int. $510 $365 $574 $327 $483 $261 $546 $404

To determine what the prices might be in different countries I asked readers to go to GettyImages.com, search for the Stone+ image 200244661-001 and price the following uses.

    1 - Advertising, Magazine, up to ½ ad, 100,000, 3 months, U.S., Agriculture
    2 - Marketing, Brochure, up to ½ page, inside, 100,000, no electronic, 3 months, U.S.,
    3 - Publishing, Textbook Interior, inside, first edition, no electronic, up to 7 years, U.S.  

    4 - Publishing, Magazine Interior, up to ¼ page, 100,000, print only, 1 month, U.S.
    5 - Internal Use, Wall Décor, One, 2 years, U.S., Agriculture
    6 - Retail, Calendar Interior, up to full page, 5,000, 1 year, U.S.

In the “target market” section of the pricing template readers were asked to input the United States, not their own country. When asked for an industry, I asked them to input Agriculture as the choice of industry has no bearing on the price. (The price remains the same no matter what industry is chosen.)

If they wanted to use the image in their own country instead of the United States the price would have remained the same as those listed. If they had clicked on their own country and the United States (2 countries) the price would have been about 20% higher. The way Getty’s pricing template works the base price is for use in one country. There is about a 20% increase for use in a second country (makes no difference which country), about a 25% increase from the base price for the third country and about a 40% increase over the base price for the fourth. There is no additional charge for more countries than four.

In most cases my reporters sent me the prices that would be charged in their own currencies and I converted to U.S. dollars based on the exchange rate when I received the information and rounded to the nearest dollar. Thus, there may be slight variations in actual costs.

Copyright © 2013 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 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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