Going rate for billboard use (US)

A school district for whom I have photographed their theatre productions wants to use one of my images on "a few billboards" to promote their performing arts program.

We normally shoot their productions and sell CDs of images to students for personal use and have allowed the district to use them for in-school promotion (programs and such) without additional charge.

This is a different kettle of fish. They are paying an ad agency to book the billboards so I think I deserve my share of their budget.

We're talking about billboards in an urban area (not on an interstate highway), for a limited time.

If you have licensed images for similar use, I would love to hear what you charged. PM me if you don't want to broadcast your rates.

Thanks.

Our rates depend entirely on client or agency budget.
They never ask us for $$$ ... they tell and we say ya or na.
If a client or agency does not know what to pay ...
consider them in-experienced on this type of work
and therefore risky.
Our work is always large clients in MFDSLR or LF Chrome
and they have reprint rights.

Isnt it a bit unfair to the school. You already allowed them to use your images without a charge.
Just because they are blowing them up large and paying a company that does this, doesn't mean you should start charging them. That's not fair to them and may actually spoil your relationship with the school.
Perhaps for the new year create a release contract that states what they can and can't do and when they have to pay you. They'll be aware and prepared in advance.

I personally would not ask them for money unless you had very clear guidelines of use prior to handing over a disc.

It's like I buy a hammer at the store and they find out I plan on using that hammer to build a gold statue or something and then demand I pay extra for my hammer after the fact, just because it's an expensive and large project.

By the way, I hope the school knows billboards are horrible advertising price to "acquisition" ratios. Not that I would fully expect them to care when wasting money in some aspects.

I agree you shouldn't charge, however that doesn't mean you can't barter.

I'd ask if I could trade the use of the picture in the billboard for a full page ad to run in the next two years of the school yearbook. I'd also ask for a commitment to be the only photographer to advertise in the yearbook.

Its one less ad page in the yearbook but they can make it up by adjusting the other ad page prices by a couple of bucks. This should cost them nothing and it could mean a significant bump in business for you. Just thinking outside the box here.

Addiction2k wrote in post #15533251
I agree you shouldn't charge, however that doesn't mean you can't barter.

I'd ask if I could trade the use of the picture in the billboard for a full page ad to run in the next two years of the school yearbook. I'd also ask for a commitment to be the only photographer to advertise in the yearbook.

Its one less ad page in the yearbook but they can make it up by adjusting the other ad page prices by a couple of bucks. This should cost them nothing and it could mean a significant bump in business for you. Just thinking outside the box here.

Since when did year books have ad pages in them??? Maybe its just my area but as of early 2000's around my and other family members graduations year books did not have ads. Now the booklets at football, basketball and sporting events even theater did.

dmitrim wrote in post #15532869
Isnt it a bit unfair to the school.

I beg to differ. It's a giant leap from personal use to commercial use.

The school has decided to shell out some bucks for some billboards. As much as that might disgust me as a taxpayer, the fact is that this little project is going to cost them several thousand dollars. They're paying a media consultant to handle this. Someone is being paid to do the artwork. Someone is being paid to print the thing on vinyl. Someone is being paid to put the vinyl on the billboard, and the owner of the billboards is being paid to rent them for a month or two.

Since my original post here, I spoke with a friend at a local ad agency who says that billboard rent will run them about $2,000 per billboard, per month. Artwork and printing will cost extra on top of that.

The fee I ask for will be very reasonable, but I'm not going to be the only person working for free on this project.

It sounds like everything before this point was more "in house" use. Programs flyers that sorta stuff. Not a large advertising gig.

I say good for you, I have no idea what you should charge, but no reason to be the only one working for free.

Littlejon Dsgn wrote in post #15533278
Since when did year books have ad pages in them??? Maybe its just my area but as of early 2000's around my and other family members graduations year books did not have ads. Now the booklets at football, basketball and sporting events even theater did.

My 1974 book has ad's....

I would say 90% of the business's are gone, so not very effective ads.

Corbis quotes $1000-$1800 for one billboard, three months, with the price depending on the size the image runs on the billboard. I would use that as a basis and then figure a discount if I thought it appropriate.

For those who wish to give away a commercial use like this, you and people like you are one of the reasons so few people can now earn a living at photography. No one else in the equation is going to give away their work except you. The Ad Agency will get paid. The people at the ISD/school are paid. The people who own the billboard will get paid.

Curtis N wrote in post #15533298
I beg to differ. It's a giant leap from personal use to commercial use.

Completely agree. Knowing when to make the leap from giving stuff for free to a proper business relationship can be tough. Sounds like you have it nailed.

Why not a "price per day" for each billboard, each day it is displayed?

i.e. $5.00/day per billboard. If they run them longer, you make more.

Park Street wrote in post #15533946
Corbis quotes $1000-$1800 for one billboard, three months, with the price depending on the size the image runs on the billboard.

Thank you. That's useful.

I have offered them a specific license agreement for limited use, and a price. It has been sent to "the powers that be" for approval. It is well below the low end of the Corbis pricing.

As an aside, the image they want to use depicts one of their students, a minor. I cautioned them that they will need to get her and her parents to sign a model release. They probably didn't think of that, either.

If this deal doesn't happen, it will be the result of poor planning on the school district's part, and possibly a lack of good advice from their media consultant.

Thanks to all who contributed.

Curtis N wrote in post #15534716
As an aside, the image they want to use depicts one of their students, a minor. I cautioned them that they will need to get her and her parents to sign a model release. They probably didn't think of that, either.

I wouldn't be terribly surprised if this hasn't been covered. I work for a small school district in a rural area. Our beginning of the year student information packets include photo/video release documents. We typically get over 95% of these returned signed from parents.

Curtis N wrote in post #15533298
I beg to differ. It's a giant leap from personal use to commercial use.

The school has decided to shell out some bucks for some billboards. As much as that might disgust me as a taxpayer, the fact is that this little project is going to cost them several thousand dollars. They're paying a media consultant to handle this. Someone is being paid to do the artwork. Someone is being paid to print the thing on vinyl. Someone is being paid to put the vinyl on the billboard, and the owner of the billboards is being paid to rent them for a month or two.

Since my original post here, I spoke with a friend at a local ad agency who says that billboard rent will run them about $2,000 per billboard, per month. Artwork and printing will cost extra on top of that.

The fee I ask for will be very reasonable, but I'm not going to be the only person working for free on this project.

personal use - usually fall under advertising their school services for which they don't get paid
commercial use- they will be paid and your picture will help them to make money.

If they started paying someone,but are still not making money(say they are non for profit) then it shouldn't fall under commercial

You should make a proper contract. How do you think they will feel when you going to come in and ask for say extra $1000(the money they did not expect to pay). they'll be a bit upset and that may ruin your relationship.