Czech RepublicWhat to charge for usage of architectural photography in a nationwide advertising campaign?
One of the largest property developers in the country wants to use 3 large format architectural images in an advertising campaign selling apartments and office space in a new building complex in the capital, these photographs will be used on their own corporate website, on a special standalone website selling apartments and office space in the building, in a brochure, leaflets and in advertisements in major newspapers and magazines nationwide. What should be the license fee for each one "hero"-image for the period of 2 years?
Thanks a lot in advance.
Your BUR (Base Usage Rate) is the amount you would normally charge for producing and then providing them with these images for them to use in 2 media for 1 year, in 1 country (or 1 media for 2 years, in 1 country).
So once you have worked out what your basic costs would be for standard use i.e. your BUR, then using the AOP's guidelines:-
If the Media use is: Brochures, Leaflets, Newspaper ads, Magazine ads and Worldwide web use only - then you should consider adding 200% to your BUR for this additional amount of use.
And if the Period of use is: 2 years - rather than just one year in the above media - then consider adding 100% to the above amount.
And as the Territory of use is: Czech Republic + Internet only, then there would be 0% to add as a result.
So... the total would be the Licence fee based on the above information - and/or you estimated budget here, to meet their requirements.
What that figure is, will therefore depend on your BUR.