Expert: Peter Gabany - 10/12/2005

Question
Actually, I was wondering more about Photography usage, and i guess, more along the lines of campaigns, (both with and without models, but all still -life).  I know about point of sale/point of purchase, (just learned and was curious about the other types).  As far as money, I was curious as to like, how much does a company pay to put an ad in a magazine; is there an industry standard?
Thanks for taking the time!

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Followup To
Question -
What all of the different types of usage, (specifically in fashion advertising), and is there a normal industry range that is paid for each?
Answer -
I'm a bit confused by your question. Are you referring to photography or illustration usage? If so there are several kinds. Right's Protected, Royalty Free and Exclusive Rights.

There is no Normal price but prices vary from $9.99 upwards of $20,000, depending on use, media, duration, if it is for advertising or brochures or posters or other.

As you can imagine, Tyra Banks images will cost a fortune. A fashion show chage out rate is $30,000. She reportedly made $8.8 Million in 2002. No-name models will sell for far cheaper. But the rights protection from modelling agencies work differently - using a residual payment system.

I hope that this helps. Let me know if I misinterpreted your question.

Pete

Answer
Again whether use as a single ad or in a campaign, you negotiate with the stock agency or photographer usage rights. The alternatives for creating the costing model depend on where it will be used I.E: billboards, brochure and website. Negotiations will also include: frequency of use, reach, size of image within the overall ad etc. See - www.gettyone.com - they have pricing models available at a click of a button.

As for the cost of ad placement. Your question could also be read as the cost of producting an ad. This is much more involved. Ad placement is dependant on the actual publication. An ad in Pork Bellys Weekly will cost far less than an ad in GQ magazine. The difference will be Industry vs Consumer publication. Reach and again Frequency. There are all sorts of space cost models but mostly fixed on a gross rating point scale. I have tried to analyse the actual cost model but this is out of my realm.

Safe to say a full page ad in an industry publication will start at $1K US and go up substantially especially with medical publications or journals.

A consumer ad can run well over $100,000 for the blank space.

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The cost of making an ad will run from $500 to well over $60K depending on ressearch, photography, copywriting, creative charges, location charges and more. Imagine - photographing Tyra banks in the Antarctic with Penguins, in a Gucci bathing thong. You have her fee, the stylists, the photographer, the creative and art director, transportation fees, environment permits from Chile, a place to warm up, and on and on and on.

Again,

Hope this helps,

Pete