Usage Costs

Notes:

Base Usage Rate (BUR) refers to the creative fee or photographic fee negotiated for the shoot.
This fee takes into consideration how the work was initially licensed (i.e. for use in certain specified media).
The guideline above assumes that the licensed purpose remains the same for the additional usage.

If the client intends to re-use the work for purposes over and above those specified in the initial license the percentage multiplier should be increased accordingly.
Likewise, if the purposes required for the additional usage were to diminish the percentage multiplier may need to be reduced to reflect this change.
These guidelines apply to New Zealand clients hiring New Zealand based photographers.

Print - Above The Line; Ambient includes Clean graffiti, backs of receipts, hanging strips in railway carriages, handles of supermarket trolleys, projection onto buildings, hot air balloons
Print - Below The Line; Brochures
Print - Below The Line; Collateral includes compliment slips, business cards, letterheads, sales brochures, visual aids for presentations, web content, product data sheets, product white papers, sales scripts & demonstration scripts
Print - Below The Line; Direct Mail includes door drop leaflets & postcards
Print - Above The Line: International Media includes titles like National Geographic, Time and Airline Magazines. When calculating usage, you must select a 3 year period at 250%, you must not select any other Media types and you must choose Worldwide Territory at 100% in order to arrive at the real cost of 150% of BUR
Print - Below The Line; Marketing Aids include non-purchasable items/elements, includes umbrellas, ashtrays, beer-mats, exhibition panels, trolley panels
Print - Above The Line; OOH (Out of Home) includes posters, street furniture (bus shelters /kiosks / phone boxes), transit (buses / taxis / subway / lorries / airport / post / bus stations) & alternative (stadiums /bike racks/ petrol pumps/ rest areas)
Print & Digital (in fact) - Above The Line: Packaging includes printed packaging as well as labels for CDs and DVDs. When calculating usage, you must select a 3 year period at 250%, you must not select any other Media types and you can choose any single Territory at 100% in order to arrive at the real cost of 150% of BUR
Print - Above The Line; POS (Point of Sale) is also known as Point of Purchase
Print - Above The Line; Posters include 96/48/16/12/6/4 sheet superlights, escalator panels, bus sides & panels, taxi wraps & seats, bus backs, tube/underground, client vehicles, garage forecourt, rail station and all public areas where advertising is screened (not cinemas).
Print - Below The Line; PR includes editorial and industry competition and awards
Print - Above the line; Press includes trade, consumer, local, national, magazines & newspapers
Print - Covers all printed material

Digital - Company Website
Digital - Posters
Digital - Email campaigns
Digital - Internet Advertising
Digital - Intranet use
Digital - Mobile includes device images and video
Digital - PR includes editorial and industry competition and awards
Digital - Regional Websites
Digital - Social Media
Digital - TV includes Interactive, video, mobiles, CD's & DVD's.
Digital - All Media covers all printed and digitally produced material