Licensing Images

It's one of the most commonly misunderstood parts of commercial photography, especially if you're not dialed in - licensing. We're not selling images or giving away pictures we are, like many businesses, licensing our wares. I get questions about this frequently and use the analogy of rental cars as being similar. That is, based on the size and specific use that the client requires a price can be formulated. Of course, that's simplified but essentially if you figure in production and post production costs this works for stock and assignment uses.

There are resources available as well but until now it's been very rare to find actual current figures. But breaking through the fog of various ranges and crazy spreedsheets detailing use ASMP has trumped everyone by assembling a generous group of pros and posting their actual invoices. It's part of a new licensing guide in the ASMP's business bible, Professional Practices in Photography. And if you don't already have this and have parts of it memorized then now's the time.

This new licensing guide was spearheaded by former ASMP president Susan Carr and includes over 50 examples of paperwork from recent jobs. The book's not out until 2008 but the guide's up online now. Only a small section is available if you're not a member but still relevant info for the using. And props to all the contributing shooters: Dwight Cendrowski, Jim Flynn, Kim Kauffman, Chip Mitchell, Shawn Henry, & Colleen Woolpert.

The one thing I might add to the guide is the green line item for carbon offsets as an option for clients. If you are working with larger budgets especially, a few dollars to 'green' the production is usually not an issue. It leaves both you and your clients in good standing and aligned with modern business practices.

Coincidently just this am I got a call from a friend who was flying back to the valley on one of the major carriers and recognized her ski gear in a winter image. At first I was wondering if one of my agencies had turned out the image for the full page piece for the inflight mag. Then she mentioned it was an ad and I remembered the licensing agreement I had worked on with an agency. Turns out it's one of a series of new ads I licensed - nice to know that it's all square.