Part 1 looked at the basics of the usage concept. This section looks more closely at how to work with it
The USAGE Enquiry stage :
The Usage Enquiry form is an important part of the quotation process. Using it needs both the photographer and client
to look more closely at the intended use of the photographs. Clients who are either accidentally or deliberately vague about intended usage
("marketing purposes" come to mind) must be clear about their objectives and be specific about usage.
Once the information is to hand, the photographer should be in a better position to quote more accurately for the assignment and to close the door on
those upsetting additional usages that may emerge later on.
The QUOTATION stage :
The Base Usage Rate (daily rate or hourly rate)(BUR) covers the base usage of the pictures. If this is sufficient for the clients needs then a quotation may be completed
at this stage. Should the client need further usages - such as an extended territory or additional media - then the BUR needs to be adjusted accordingly.
The loadings to the BUR are in the FURTHER USAGE FEES document, available from the download area. Many thanks to the
Association of Photographers (UK) and PPSA (South Africa)for permission and help in assembling this document.
Ar first sight, the Further Usage Fees document looks complicated. In practice, as the examples in Part 3 show, it is easy to use. Where a percentage range
is shown there is leeway to negotiate.
Where photographers have copyright, some guarantee of exclusivity must be offered. Clients will need a guarantee that the work they are paying for will not be
used by a competitor or by simultaneous advertising. The minimum guarantee period would be the total period of the licence plus one year. If a client wishes to extend
the period of the licence then the guarantee period must be extended accordingly. Photographers working with picture libraries should bear this in mind.
Photographers should also determine whether their exclusivity arrangement includes or excludes portfolio use.