ADCMW | Photography

Selecting Appropriate Usage Rights

Usage is an important component in factoring rates. As set forth in federal copyright law, photographers retain ownership of their photography, as well as all rights to its subsequent reproduction. If you wish to:

use a photograph more than once (several printings of a brochure)

in more than one way (as a brochure cover and as part of a print ad)

over a period of time (a series of ads throughout the year)

or choose to keep the original photograph (framed for display),

this should be discussed and agreed on with the photographer before shooting begins.

Keep in mind that the broader the audience exposure, the larger the fees for usage. Thus, one time usage fees are less costly than the price of multiple or unlimited usage. While some clients will arbitrarily ask for pricing based on "buy-outs" and "all rights," or "unlimited usage in perpetuity," this can be expensive and is often unnecessary. A more cost-effective way to buy rights is to purchase only those actually needed, for a time period that's realistic. If you're not going to be using an image ten years from now, why pay for that usage?

This information is designed to provide you with a better understanding of the photographer's role in producing quality designed and printed pieces. For more information or the names of local photographers, please consult with your designer or search our Creative Resource Buyers' Guide.