THE PROFESSIONAL LEVEL

It is not possible to produce a uniform price guide which is valid for all photographers given that there are many different professionals which compete within the market place with decidely different personal ability.

Each photographer is free to personally evaluate their own level and consequently choose which fees should be applied.

Capacity or possibility of prices below that of level 1 are to be considered out of the market and not plausible in correct professional conduct.

Prices superior to those of level 7 are possible in all cases of famous photographers.

-- LEVEL 1 --- A professional of sufficient or medium capacity without particular specialization, active at a local level, normally or minimally equipped and generally speaking oriented towards low budget jobs.

--- LEVEL 2 --- A professional of sufficient or medium capacity in line with the majority of assignements offered in his area. Active in an ample area locally without particular specialization, normally equipped and oriented towards economic solutions for clients.

--- LEVEL 3 --- A professional of good preparation with a medium technical capacity in line with average quality standards, nationally speaking. Active at a provincial and or regional level with a reasonable number of clients acquired, not available for the more economic assignements. This photographer will sometimes require the services of an art buyer, stylist, make up artist, etc.

--- LEVEL 4 --- A professional well prepared with a technical capacity which is medium or medium-high. Active in different regions and able to guarantee a perfect technical level for all normal shooting conditions, with a complete range of equipment. This photographer will often require the services of an art buyer, stylist, make up artist, etc. according to the needs of the client. Oriented towards the selection of work offered with exclusion to those of minor interest. An interesting portfolio of clients with at least one job a year with a nationwide diffusion.

--- LEVEL 5 --- A professional who is very well prepared with a medium-high or high level technical capacity, without doubt very well known compared to the average photographer in the same area; active both regionally and nationally and able to guarantee technically perfect results for all the accepted assignments, requires other professionals for the solution of specific problems and oriented towards a selection of works offered, with a significant portfolio of clients, undertaking al least 3 or more jobs with a nationwide diffusion a year.

--- LEVEL 6 --- An exceptionally well prepared photographer working both technically and creatively at a very high level, significant in absolute. Active at a national and international level, operating in the metropolitan centers at the highest professional levels. Oriented towards a severe selection of works offered, and to the construction of a good professional image, significant portfolio of clients acquired, almost all a national and international level.

 DISCOUNTS

When a job is agreed upon which will last 3 days or more, the global price can be lowered according to the number of days involved. From 3-5 days, less 10%. From 5-10 days, less 20%.

For consecutive days it is clear that it must effectively be as such. Jobs which develop with breaks in the middle are not discountable.

 RIGHTS OF USE

The images produced on commission and compensated either by a payment for the days incurred or for the number of images furnished to the client are given at the agreed price solely for minor commercial usage, e.g. catalogues of leaflets, internal documentation, sales brochures, etc.

If the images are to be employed for use as advertising, posters, newspaper advertising, shop windows displays (POP adv.) etc, than a quota referred to as rights of use is added. See the appropriate section.

 GENERAL CONDITION

The day rate is relative to the execution of images destined for small commercial use. All usage where a major diffusion is involved bring with them a payment for the relative rights of use (see Right of use).

 ASSIGNMENTS ON LOCATION OR IN STUDIO

The distinction between an assignment on location and a job in the studio is relative to the fact that the photographer is asked or not for the availability of an equipped studio which with its costs of running and control raise by a certain percentage the cost of the activity.

By working on location we mean without the necessity of specific auxiliary equipment belonging to the photographer (or put simply employing the camera but not lights etc.).

Studio work can be defined as all the jobs done not only in the studio but also those carried out in a different place where the conditions necessitate that the photographer bring lighting equipment, drops, backgrounds, etc.

EXPENSES EXCLUDED – V.A.T. EXCLUDED

 Working day in own studio (See note)

 RIGHTS OF USE

If the images are destined to have an advertising use (adv. Pages, posters, newspaper advertisement, POP adv, etc) than a quota referred to as rights of use is added. See the appropriate section.

 Images that are simpler that those foreseen in category A) or more complex than those in category E) are agreed to separately each time.

 MINIMUM FEES EXPRESSED IN LIRE, EURO – CROSS RATES ROUNDED – EXPENSES AND VAT EXCLUDED.

 Fees listed by professional TAU Visual levels (see description of levels).

Cat. A) Very simple images without a constructed ambient.

 Fees listed by professional TAU Visual levels (see description of levels).

Cat. B) Simple images without a constructed ambient.

 Fees listed by professional TAU Visual levels (see description of levels).

Cat. C) An image of average difficulty, in a simple ambient.

 Fees listed by professional TAU Visual levels (see description of levels).

Cat. D) Complex image in a constructed ambient.

 Fees listed by professional TAU Visual levels (see description of levels).

 Cat. E) Very complex image, in an highly detailed ambient.

 Fees listed by professional TAU Visual levels (see description of levels).

MAGAZINES

 NEWSPAPERS. from 100000 – 200000 lire (50 – 100 Euro) , BUT MANY national daily newspaper tend to continue to lower the fees (always under 100.000 lire – 50 euro) bringing them to unacceptable levels.

Add 50% more or less for photography taken at night.

LOCAL OR REGIONAL NEWSPAPER: - 30.000 to 100.000 lire (15 to 50 euro)

 MINIMUM FEES EXPRESSED IN LIRE, EURO

– CROSS RATES ROUNDED – EXPENSES AND VAT EXCLUDED.

National edition - inside photos * 

* Inside photos: for full page, + 25%. For double page, + 50%.

With this phrase we mean the right for which the client pays to use an image for the purpose of advertising in a space reserved specifically for that task. Such a cost is intended as a definitive price of the right of use for an image taken from stock or as an addition to the cost of production if dealing with a photograph created through an assignment.

These prices are not applied to very simple packshots etc. for which an agreement is made directly with the client.

Trade magazines
200.000 - 900.000 lire (100 / 450 euro )

Magazines of medium diffusion
700.000 - 2.000.000 lire (350 / 1.000 euro)

Magazines with high diffusion
1.000.000 - 4.000.000 lire (500 / 2.000 euro)

Trade magazines
250.000 - 1.000.000 lire (125 / 500 euro)

Magazines of medium diffusion
1.000.000 - 2.000.000 lire (500 / 1.000 euro)

Magazines with high diffusion
2.000.000 - 4.000.000 lire (1.000 / 2.000 euro)

Trade magazines
375.000 - 1.500.000 lire (187,5 / 750 euro) 

Magazines of medium diffusion
500.000 - 3.000.000 lire (750 / 1.500 euro)

Magazines with high diffusion
3.000.000 - 6.000.000 lire (1.500 / 3.000 euro)

Trade magazines
750.000 -3.000.000 lire (375 / 1.500 euro )

Magazines of medium diffusion
3.000.000 - 6.000.000 lire (1.500 / 3.000 euro)

Magazines with high diffusion
6.000.000 - 12.000.000 lire (3.000 / 6.000 euro )

Northern Italy: from 50% to 70% of the "national" price

Central and Southern Italy : from 40% to 60% of the "national" price

One city / region only: from 30% to 40% of the "national" price

Another European Country: Base price x 2

Extension to all European Countries: Base price x 3

Extension to only USA: Base price x 3

Extension to all of Europe plus the USA: Base price x 4

Worldwide extension: Base price x 5.

We have some choice:

FEES FOR IMAGES ON CD-ROM, CD-I, PHOTO CD, and other digital supports OFF-LINE.

Rights are to be defined contractually with the client.

The images are intended as being of LOW resolution (longer side of maximum 640 pixels) and therefore usable only for a video screen.

Authorized duration: 2 years.

MINIMUM FEES EXPRESSED IN LIRE, EURO  – CROSS RATES ROUNDED – EXPENSES AND VAT EXCLUDED.

Up to 500 copies of CD

 Up to 10000 copies of CD

MINIMUM FEES EXPRESSED IN LIRE, EURO  – CROSS RATES ROUNDED – EXPENSES AND VAT EXCLUDED.

Acquisition of files with side not longer than 640 pixels.

Acquisition of files with longest side not longer than 1280 pixels.

Acquisition of files with longest side superior to 1280 pixels.

The price however is established by specific accord for secondary images, placed near or in the second level of hypertext.

(home page = 1^st level – first remand = 2^nd level; successive remand = 3^rd level etc)

MINIMUM FEES EXPRESSED IN LIRE, EURO  – CROSS RATES ROUNDED – EXPENSES AND VAT EXCLUDED.

Such a cost is intended as a definitive price for the rights of use of a stock image or ad a discounted price added to the cost of production if dealing with images created specially for the client in question.

FEES FOR STOCK AGENCIES

NB: Stock agencies have their own price lists variable according to their own internal policies.

See their relative lists.

Front cover: - 400.000 to 600.000 lire (200 / 300 euro)

Inside: - 200.000 to 300.000 lire (100 / 150 euro --- 125 / 185 $)

Price to be defined separately each time. (Generally speaking, however, above 20 millions lire - 10.000 euro)

front cover image, or for the whole calendar: - 800.000 to 1.200.000 lire (400 / 600 euro)

With more images inside: 500.000 to 800.000 lire each (250 / 400 euro )

300.000 to 600.000 lire each (150 / 300 euro)

All the photos of calendar (12 photos) discount 10 - 20 %.

(one repeated image): - 200.000 to 350.000 lire (100 / 175 euro )

From 800.000 to 1.200.000 lire (400 / 600 euro )

Front cover: - 400.000 to 600.000 lire (200 / 300 euro)

Inside cover: - 300.000 to 500.000 lire (150 / 250 euro)

Inside photo: - 250.000 to 350.000 lire (125 / 175 euro)

1.500.000 to 2.000.000 lire (750 -1.000 euro)

1.000.000 to 1.500.000 lire (500 / 750 euro )

Rights 2 years

200.000 to 300.000 lire (100 / 150 euro) (exclusion for famous photographers).

400.000 to 500.000 lire (200 / 250 euro) if destined to postcards or greetings cards with an advertising motive.

(Rights 2 years) - 700.000 to 1.500.000 lire (350 -750 euro)

(Rights for 3 years) - 1.500.000 to 2.000.000 lire (750 / 1.000 euro)

(Rights of use for an image on which a design or illustration is based - 200.000 to 300.000 lire (100 / 150euro)

500.000 to 650.000 lire (250 / 325 euro)

For any kind, but not if anthological of the photographer, price to be determined as a forfait.

For a single image - 200.000 to 400.000 lire (100 / 200 euro)

(cups, plates, penholders, etc) - 300.000 to 500.000 lire (150 / 250 euro)

(right two years)

Outside image: - 1.500.000 to 2.000.000 lire (750 / 1.000 euro)

Inside photos: - 600.000 to 900.000 lire (300 / 450 euro)

(poster given or sold which demonstrate the logo of the sponsoring company) - 1.700.000 to 2.500.000 lire (850 / 1.250 euro)

(Rights for the execution of a poster or panel prints to be shown exclusively at the inside of the stands of the client during the period in which fair is active).

400.000 to 700.000 lire (200 / 350 euro)

350.000 to 450.000 lire (175 / 225 euro)

Front cover - 800.000 to 1.200.000 lire (400 / 600 euro)

N.B. In all cases in which there is a commercial use of an image the request of exclusive rights for a photograph brings an increase of around 25 – 35%. If the exclusive is limited to a particular sector (i.e. referred only to the sector in which the client operates).

The request for an absolute or total guarantee that the image cannot be used by any other client is a different situation, and the fee must bee agreed upon separately every time.

In defense of the client, the associates of TAU Visual are bound to respect code of ethics (Codice Deontologico) the firs of its kind to be effectively applied, since 1992 in the italian photographic sector, that indicates the concrete points in which a client may place his trust.

2) The photographic images must always be accompanied by sufficient indications to allow easy identification of the author and the correct use of the images.

3) The images supplied by the photographer must never be in contravention of the rights of others. If the photographer is perhaps aware of some restriction or impediment for which the image may not be used he is obliged to inform the client, either before or at the moment of consignment.

4) The photographic image must not be given – if there is a financial recompense involved – at the same moment to various different clients, unless a specific agreement has been reached with both clients.

5) The services of photographers must be carried out in respect of fair commercial competition. Each and every photographer is obliged to not under any circumstances supply services at prices which are considered below that necessary to maintain the activity and furnish the operator with a reasonable recompense. It is possible to concede to free use of services for exceptional motives but which must non in any case exceed 5% of the job carried out in a year.

6) The photographic materials produced on commission for a client must be conserved carefully by the photographer for the duration of time for which the rights of use has been conceded to the client, or if such an agreement has not been reached, for 10 years from the date in which the image was produced.
The eventual re-use of the images and relative fees if not agreed upon before in writing shall be decided with the client each time, it is needed.

7) The self promotional efforts of a photographer must be correct in respect to the truth and the work of other photographers.

8) The relationship with colleagues, models, actors, assistants, operators and suppliers in general must be conducted with the most complete human and professional respect.

9) All services supplied by independent photographers including the concession of rights, the sale of images etc. must always be correctly carried out on a fiscal level, with an invoice or receipt in line with the laws of the State. The photographers which operate on an employee basis are obliged not to exercise an activity in competition with that of the employer, as long as a prior agreement has not reached in an explicit sense.

10) With respect to the code of honour of journalists, the photographic image supplied to daily newspapers etc. must be respectful of the rights of individuals and groups and not be tampered with in a way which might give a false impression of the truth. The distortion of images destined with a satirical intent towards politics etc. is admitted on the condition that the manipulation has been clearly indicated to the client either on the back of the print or on the slide mount.