The Value of Photography

In our workshops, we always encourage talented people to insist on a fair price for "selling" their photos. Just because one is an "amateur" does not mean that a credit line is ample reward for a published photograph. There are many amateurs we know whose work is better than that of a number of professional photographers. Everyone should know that the copyright to any of their photographs is theirs at the click of the shutter which includes, among other things, the right to negotiate decent pricing for usage.

We were reminded recently of the thrill of the prospect of seeing your first photograph in print, hopefully with your credit line alongside. A friend of ours and one of our alumni produced a striking photograph that a large university wanted to pick up for use in next year's media guide, possibly on the cover, too. How exciting to have your work recognized in such a fashion!

Along with congratulations, I wrote back saying that any photograph worth publishing is worth commanding a fair price, whether produced by an amateur or a pro. An arresting photograph is an arresting photograph regardless of the source. Remember the expression, "A picture is worth a thousand words?"

Alas, Corporate America and publications are devaluing photography. They want to get more for less, yet I see no evidence of their lowering their advertising rates! They have one set of rules for themselves and another for the rest of us. It reminds me of little kids ... "What's mine's mine and what's yours is mine, too!"

There is a glut of royalty-free images out there.

I don't know about you, but "selling" our photographs for nothing does not pay for new equipment, nor does it put food on the table, cover health insurance, set aside money for the kids' college education, repair Old Betsy so she can keep going another year or so in this economy, buy a couple of movie tickets, ensure that the rent or mortgage is paid, et cetera.

Now the interesting thing here is that amateurs, whose work, as noted above, can be just as good or better than that of pros, don't see it that way. After all, they have a "real" job or are retired, and their photography is a serious hobby. They are covered for the health insurance, car, entertainment, housing, and their kids' education.

What they don't realize — and this is part of just about any seminar or lecture we have ever given — is that when they accept that great credit line for their photo in XYZ magazine, ad campaign, or college brochure, they are actually taking money away from pro photographers who have to make a living with their photography. Every time a magazine or corporation gets to use a photograph for a mere credit line, they figure they can do it again. Hey, why should they pay for good photography when they can get it for free? Hmmm. So, what happens the next time a pro has a great image that would be perfect?

"That's a beautiful photograph, and we'd love to use it. Of course, we'll give you a credit line."

"Excuse me? That credit line doesn't pay the bills."

Now in our book, this does not mean that amateurs should not have their work published. Any pro worth anything never objects to a terrific photo appearing in print ... as long as that photograph earned a fair usage fee. Again, if a photograph is worth publishing, it is worth commanding a fair price.

So, what is a fair price? There are good programs and websites out there:

• NAPP, National Association of Press Photographers, has an excellent overview with links on the subject.
• ASMP, American Society of Media Photographers, of which we are members, also gives a really good overview as well as suggested links to pricing guides.
• Jim Pickerell has long been an advocate of fair pricing for photographs through his paperback Negotiating Stock Photo Prices until 2001 when he went to his on-line, subscription-based Pricing Photography.
• Seth Resnick has also been a long-time advocate of fair prices for photography and has usage prices noted on his website; take a look.

There are, of course, many other resources, but these will get you started.

The photographs in this week's blog, by the way, have been valuable photographs with multiple usage sales for Arnie and me over the years. Not once did either of us settle for a credit line alone! Note that I used the terms "usage sales" and not "sales" that implies ownership after an exchange of money.

Next week, I'll publish my rental-car analogy for the value and pricing of photography!

We will be having a show of some of our favorite images starting next Saturday, Valentine's Day, at a gallery in Durham, North Carolina.

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Meanwhile, check out our Barefoot Contessa Photo Adventures calendar of workshops, and if you are considering joining us, do as others have already done ... make your room reservations. You can always cancel later if necessary! We have added a Wish List section to our Calendar. Some of our alumni have expressed interested in our putting together workshops both in Spain and at Grand Tetons and Yellowstone National Parks. If we get enough interest, we will add one or both to our schedule.