A company has requested to license a photograph I took. They are asking for pricing to use it in a liive performance, a dvd, and an appearance on PBS tv. So I don't know how much to charge? Any ideas??
This is always difficult to answer, as it really depends on the work, the buyer, the local market etc. Therefore, you often won't find anyone responding with actual prices, which would set a precedent.
However, there are resources that can help, though you will need to pay for them. The USA based American Society of Media Photographers has several books as well as a piece of software designed to offer pricing guidance for selling your work to all sorts of buyers and in all sorts of situations. The software is known as Foto Quote is considered an industry standard.
They also have a book, called "Pricing Photography: The Complete Guide to Assignment & Stock Prices" that is available, though somewhat dated and limited to assignment and stock sales. You can find it on Amazon. ISBN-13: 978-1581158885
$1,000,000.00. Cash. No refunds. OBO. (Or best offer).
Yes, that is a little tongue-in-cheek.
The fact is very few independent photographers will talk openly about their actual pricing policies. It's impossible to establish "market rates" for a particular type of work in a particular market segment. There are a few very large photo stock agencies that publish price lists for various types of images and usage rights, but the rates they are getting are so low that stock photography has pretty much become a market segment supplied by amateur enthusiasts who have "day jobs" to support themselves. There's actually been a lot of discussion about why no one is willing to talk about rates/prices on a few pro-oriented photo hosting websites lately. Some of the reasons cited include:
- Fear of being looked down upon by other photographers and clients for having the lowest prices in a particular market segment.
- Fear of of being scorned by other photographers and clients for having prices higher than everyone else in the same market segment.
- Not wanting their customers to discover that most photographers have pricing tiers for different clients based not only on usage but on their perceived ability and willingness to pay higher prices.
- Not wanting to let their competitors know their exact rates so they can consistently underbid them by a narrow margin.
- Wanting everyone to think they are a lot more successful than they really are. Sometimes the perception that you're more expensive leads to the perception that you must be "better."
- Wishing to let the few times they got premium rates from a client and weren't afraid to disclose that will lead to the false perception that they nearly always get those rates so they can lead the vast majority of their clients to believe they are getting a substantial discount when they are paying the photographer's standard rates.
You can find a few resources that are very good at helping you calculate what it costs a photographer to produce a work. But none of them tell you how much an image may be worth to a particular client, because that answer will be different for every image and every client. And none of them really even go so far as to tell you what the going rate for specific types of work is in specific markets.
This question has no single correct answer beyond the generic "Whatever both the seller and the buyer can live with."