What Determines the Commercial Value of a Photograph?
Although photographs are considered a subjective art form, images do have intrinsic commercial value. Factors such as image rarity, placement, circulation and intended exposure determine the overall value of the photograph to potential buyers.
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Image Uniqueness
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A one-of-a-kind photograph that displays a unique subject has a higher valus than a photo of a common subject shot by many other photographers. As explained in his 2005 book, "The Photographer's Guide to Negotiating," photography industry leader Richard Weisgrau, states, "The level of originality in a stock photograph is directly related to the level of competition it faces and its value in the marketplace."
Intended Use
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The type of client and intended use of an image dictates the cost of a photograph. A photo used for advertising or corporate use commands a higher price than one used for editorial or illustrative purposes.
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Exposure and Circulation
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The number of times a photograph is reproduced for publication or distribution adds value to the image, as does an image displayed to a large audience. Examples include photos used in a high circulation magazines or on commercial posters. As the intended exposure of a photographic image increases, so does the price.
Duration of Use
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An increase in the amount of time a photo is displayed or published also reflects an increase in cost. A photo seen by a large, national audience over a long period of time carries a higher price than one viewed by a small or local market.
Original vs. Reproduction
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An original photograph always commands a higher price than a reproduction. The price increases if the photo has an autograph by the photographer.
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References
- Photo Credit pile de photo image by WSC from Fotolia.com
