Ashley Morrison's Blog

January 1, 2012

6 years on.

Filed under: Licence fees,Publish work — Ashley Morrison @ 5:31 pm
Tags: , , , ,

And still going strong – as that’s approximately how long ago this image was taken – which can be seen here on the cover of Home Buyers Guide magazine…
Cover of Home Buyers Guide magazine
.. which is currently on the bookshelves this month.

Period of use, is, therefore, one of the 3 Key things that one need to take into account when determining what an image is worth.
But yet some don’t seem to think it should really matter – when it comes to putting a price on what we do.

Can use (if you want to) V’s Want to use (for years to come).

Two very different things, as far as I’m concerned – which I think this latest cover demonstrates very well. Because they could have used any number of images here – and we know they have had some new images produced this year by others – but yet this is the image…
Cover of Home Buyers Guide magazine
.. that they still choose to use for the cover – which we produced almost 6 years ago.

Anyway, a Happy New Year to everyone – from all of us here at ampimage – and something to think about over the coming years.



  1. Hi Ashley,

    I assume by your comment on ‘period of use’ your client either purchased a licence that covered a long period, or that they contacted you to arrange a new licence for the additional usage?

    Good post, it’s an important point that some seem to overlook very often.


    Comment by Neill Watson — January 20, 2012 @ 4:05 pm | Reply

    • The ‘Period of use’ will vary depending on the client – and how long they need to use the images for.
      For example, an Editor of a magazine will only need to use your images for 60 days from 1st Publication date – which is part of the reason why you would give them a discount i.e. it’s less than standard use.

      Note: it doesn’t cost you less to produce images which are used for an editorial feature – it’s just they pay less (or you charge less) because of their usage requirements.

      So you may make less money from that set of images, if they are the only people who want to use them.
      The Key then with this sort of work, is therefore to try and find others, who would also be interested in using those images e.g. other magazines.
      If you can successfully do that, then over the next few years, you should see how all those extra amounts could add up, to make it worth your while going the extra mile in the first place.

      If on the other hand, it’s just one client who wants to use your images, then you really need to agree on what the period of use is – so as you know what the deal is beforehand. Because producing a set of images which they will still want to use 5 years from now, is very different from producing a set of images that they only want to use for a few weeks.
      So that does need to be taken into account, whenever you quote a fee – because it’s like the difference between Good, Very good and Just good enough for now.

      So which is it to be ?

      Because there are more than 100 different ways to shoot any subject.

      Comment by Ashley Morrison — January 20, 2012 @ 4:33 pm | Reply

      • Yes, I work the same way wherever possible. Was just wondering whether your client had had the foresight to invest in a longer licence six years ago, or whether they’d returned to you to obtain a licence for re-use?

        Comment by Neill Watson — January 20, 2012 @ 4:40 pm

      • More to the point – did I foresee this 6 years ago, when I quoted a fee back then !!

        Comment by Ashley Morrison — January 20, 2012 @ 5:01 pm

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