Photographers, art directors, graphic designers and others who subscribe to the belief that forewarned is forearmed will appreciate and gain valuable insights by reading Pricing Photography: The Complete Guide to Assignment and Stock Prices, 4th Ed. by Michal Heron and David MacTavish from Allworth Press. While perhaps not the definitive guide (what could be?); it nonetheless possesses a wealth of information that can be put to immediate use. Photo buyers often ask photographers to estimate an assignment shoot with the proviso that they can get a similar stock photo for a certain amount. For this reason, the values of various stock photo usages is an important part of the negotiation. In fact, not knowing how to price one's work or how much to pay for the work of others is a surefire recipe for failure.
Authors Heron and MacTavish are freelance photographers who have walked the walk and speak from experience. In The Complete Guide they talk the talk about estimating prices, identifying pricing factors, and negotiating fair deals. Peer inside the collective wealth of their hard-earned experiences to uncover new perspectives on the economics of photography, cutting-edge negotiation techniques, pricing from the buyer's perspective, and electronic media usage pricing specifics. To be clear, any book or piece of information, be it factual or intuitive is but a starting point to ascertaining value and arriving at the informed decisions upon which successful businesses are built. Make the most of every selling opportunity by learning all you can, so you'll be ready the next time the phone rings or an e-mail arrives.