Written by successful freelance photographers, this classic trade reference tool provides photographers with a wealth of time-tested information on everything from estimating prices, identifying pricing factors, and negotiating fair deals.
Topics discussed include practical information on the economics of photography, cutting-edge negotiation techniques, pricing guidance for photography buyers, how to structure prices to fit any type of market and usage, how to define prices in a way that guarantees long-term profitability, and the specifics of pricing electronic media. A must-have addition to every photographer’s bookshelf.
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Book Description
Editorial Reviews
Review
An excellent and comprehensive guide to pricing photography. . . . From a survey of pros and stock agencies across the country, it offers a comprehensive listing of stock prices for uses ranging from a magazine ad to a mug, and just about everything in between -- Photo District News
Covers just about every kind of use for advertizing, publishing, and other commercial activities. . . . A valuable discourse for today's professional photo studio -- Communication Arts, March/April 1998
This book is nicely written, and sets out its advice and its assignment and stock pricing information for the U.S. market with great clarity -- Stock Photo Report
This book provides the latest tips for negotiating both assignment and stock prices. It is the definitive guide to determining what your photography is worth and getting a fair price for it, including pages of detailed pricing charts, as well as a current chapter on the latest opportunities in electronic media and the new cyber-markets -- Light and Shade
[Allworth] has come out with one that you might like to own or at least read. . . . Don't wait for the movie to come out, buy Pricing Photography now and put yourself ahead of the game -- Industrial Photography --This text refers to an out of print or unavailable edition of this title.
Covers just about every kind of use for advertizing, publishing, and other commercial activities. . . . A valuable discourse for today's professional photo studio -- Communication Arts, March/April 1998
This book is nicely written, and sets out its advice and its assignment and stock pricing information for the U.S. market with great clarity -- Stock Photo Report
This book provides the latest tips for negotiating both assignment and stock prices. It is the definitive guide to determining what your photography is worth and getting a fair price for it, including pages of detailed pricing charts, as well as a current chapter on the latest opportunities in electronic media and the new cyber-markets -- Light and Shade
[Allworth] has come out with one that you might like to own or at least read. . . . Don't wait for the movie to come out, buy Pricing Photography now and put yourself ahead of the game -- Industrial Photography --This text refers to an out of print or unavailable edition of this title.
From the Publisher
Today’s Tough Photography Market Demands Top-Notch Pricing Skills
Good pricing skills are always an important ingredient of business success, yet in a lagging economy, they are even more crucial. When budgets are tight, photographers need to handle their pricing with more flexibility than usual, and a lot more creativity is required when negotiating with clients. Few photographers, however, master both skills, and many have no access to accurate market prices that they can base their quotes on, say Michal Heron and David MacTavish, authors of the widely used reference work PRICING PHOTOGRAPHY. In the freshly updated version of their classic pricing guide, they provide photographers with these three essential keys to successful pricing and negotiating.
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Customer Reviews
Most Helpful Customer Reviews
100 of 109 people found the following review helpful
By Harry Timko
Format:Paperback
When I bought this book, I was looking for info on how to price a photo assignment for sale. The title and short abstract of the book led me to believe this would be a great reference for my purposes. However, when I got the book, the first few paragraphs pointed out that its focus was on assignment stock photography, not for pricing photo assignments in which the finished prints are to be sold to individual clients. If I were submitting stock photos to publishers, it would be a great reference for me. It gets 2 stars only because it didn't suit my purposes at the time.
36 of 36 people found the following review helpful
By Maria Lyle
Format:Paperback
I'm a professional photographer so I have experience in pricing, but until I read this book I didn't realize how much more there was to learn. I have picked up a lot of subtleties in negotiating techniques which has given me increased confidence in dealing with clients. Another plus for me was the language rights section. By using the careful, precise language when writing an invoice I am now avoiding some pitfalls in the permissions I grant to clients. The pricing charts are a great reference so I can see where my rates fall in comparison to the national average. Sometimes I even show the price charts to my clients so they can see what a good deal I'm giving them! The book is a gold mine of information -- all spelled out in photographer-friendly language.
43 of 46 people found the following review helpful
Format:Paperback|Amazon Verified Purchase
This is a must-have for those trying to start or run a photography business. Tells you how, not just what, to charge. Gives you words to use when negotiating assignments and stock sales. I wish more photographers would use this book. I also recommend it to my clients.
21 of 22 people found the following review helpful
By Carl Leet
Format:Paperback
"Pricing Photography" is the perfect book to take the mystery out of charging for your photo assignments and stock sales. As a staff photographer for a university, I know my photography techniques. However, I have been wanting to branch out into some commercial jobs without being sure how to handle the business and pricing aspects. This book opened my eyes.
The tips on negotiating really remove the intimidation of talking money with a client. The price charts are helpful, but it's the advice that makes the book such a boon for me -- it is friendly, practical and usable.
13 of 14 people found the following review helpful
Format:Paperback
There are two major things wrong with this book. The first is that it focused more on stock photography prices and not how to decide how much a photography assignment should pay or be negotiated. Second, look at the date, and look at the date of these other reviews. The digital photography revolution has changed everything, especially stock photography. There's doubts whether anyone will be able to make money from stock unless they are super-specialized, turn themselves into a stock photography factory, i.e., getting a group of photographers to photograph every conceivable office scene and product--and if you turn photography into an assembly line, you may as well do something else. Additionally, photography continues to change at light speed as photoshop wizards six years ago, around 2002, were making six figure salaries, and are now charging $10 per image because of the oversupply of trained people. If there was ever a book that needed an update, this one is it.
7 of 7 people found the following review helpful
Format:Paperback
It was a great guidepost almost a decade ago, but everything - EVERYTHING, has changed since then. The entire business has been changed dramatically by digital photography, micro stock houses and the ongoing recession. I used to recommend this book to my students, but it's virtually impossible to do so now. Pricing photography is a virtual timepiece, a snapshot of the way the photography business used to be.
8 of 10 people found the following review helpful
By Fadil Aziz
Format:Paperback
The only book you may ever need in general stock & assignment photography pricing. This is my conclusion after buying several books. Other books discuss the business but left the pricing. So this topic become "mysterious" for most photographers starting their business. Well thought and the authors are not afraid explaining their ideas in details. Very useful and serves as reference whenever you need it.
For specific subject combine with other book. E.g for nature photography business, combine this book with John Shaw's Nature Photography Business.
For specific subject combine with other book. E.g for nature photography business, combine this book with John Shaw's Nature Photography Business.
4 of 5 people found the following review helpful
By Kate
Format:Paperback
I can't encourage you enough to know the information in this book. There are even forms in the back for you to use when billing people. The last time I brought my invoice to someone they responded about how professional it was. Read this before you start making mistakes that will become very costly to you and your business!
Most Recent Customer Reviews
5.0 out of 5 stars
Great Book!
Still reading it when i have time but I recommend it and think its a great buy if you want to learn more about commercial pricing.
Published 4 days ago by kevin rodriguez
5.0 out of 5 stars
Long Overdue Fourth Edition - A MUST-READ
I have been in the photography business since age 15 (23 years) and this book should be required reading, beginning on PAGE 1, of every professional photo editor, art director,... Read more
Published 2 months ago by J. Ragle
2.0 out of 5 stars
Not convinced...
The book is very much aimed at the American market. Terminology used may be different to other countries standards. Read more
Published 3 months ago by Eric Bowden
1.0 out of 5 stars
Wasn't useful for me
Well laid out book, but not useful for me as a photographer. I turned around and sold it about a month later. You're better off borrowing it from a library or friend.
Published 16 months ago by J. Wojteczko
5.0 out of 5 stars
Great Product.
This has been a great help for me in my photography, you can never have to much reference material when trying to learn ways to improve yourself.
Published 17 months ago by Fred Thompson
5.0 out of 5 stars
great resource
This book was invaluable in the pricing process. It includes guides that most other books of this kind do not. Read more
Published on November 9, 2006 by M. Abu-Shaheen
5.0 out of 5 stars
an invaluable guide for photographers
An invaluable guide for photographers providing information on pricing, negotiation and business behavior with clients, A very good book
Published on December 6, 2003 by William D. Tompkins
Citations (learn more)
This book cites 10
books:
See all 10 books this book cites
19
books
cite this book:
See all 19 books citing this book
- How to Shoot Stock Photos That Sell by Michal Heron in Back Matter (1), and Back Matter (2)
- Historic Photographic Processes: A Guide to Creating Handmade Photographic Images by Richard Farber in Back Matter
- Business Forms by Socrates Media in Back Matter
- Stock Photography Business Forms: Everything You Need to Succeed in Stock Photography by Michal Heron in Back Matter
- The photo marketing handbook by Jeff Cason in Back Matter
See all 10 books this book cites
- Travel Photography (Second Edition) by Susan Mccartney on page 187, and Back Matter
- Getting Permission: How To License & Clear Copyrighted Materials Online & Off 2nd Edition by Richard Stim on page 64
- Legal Guide for the Visual Artist by Tad Crawford in Back Matter
- The Business of Studio Photography: How to Start and Run a Successful Photography Studio by Edward Lilley in Back Matter
- Photography: Focus on Profit by Tom Zimberoff on page 230
See all 19 books citing this book
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