Usage Rate (BUR)
- and how we determine
what the fee would be, for us to produce and then provide
you with our work afterwards, for you to
our goal is very simple, which is:
provide you with the best images possible, to not only meet
your needs but to exceed them too, whenever possible.
far so good.
putting a price on that is not quite so simple.
there are more than 100 different ways to shoot any subject
– from quick snap-shots of whatever happens to
through to full production staged shots, using larger camera
systems, lights, models, stylists, etc, etc...
which basically means, depending on which way we shoot it,
that will in some way or other, not only affect our costs
but also what the real value of the images may be worth
to you afterwards,
in terms of what all you will want to use the images for...
which is the all important part, i.e. what you will
actually get for your money at the end of the day.
it's like asking the question beforehand: How
good do the images actually need to be - good, very good
or just good enough for now ?
therefore your usage requirements that we will need to take
into account first - since we are looking at producing these
images for you to use, and give you a price here for that.
3 main things that we would therefore take into account
are the Media use, the Period of
use and the Territory of use -
as well as the number of images you need to use - as it's
this information that we will then be using to help us determine
what we need to do, to ensure we get it right here for you.
BUR figure is therefore just our starting
point - or the amount that we would like to be paid, for
providing you with some images to use for
normal Standard use.
(Standard use is for the use of our images in either
2 media for 1 year or 1 media for 2 years, in 1 country).
once we would know what that figure is, then we would then
use the Association
of Photographer's guidelines (which can also be found
in their book Beyond
the Lens) - to workout what the actually fee would need
to be, for us to produce the type of images that you are
going to need, to meet your actual usage requirements.