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Alternative Press says "We Pay"

published by walter rowe on Mon, 07/07/2008 - 2:29pm

I exchanged a few messages with Norman Wonderly, (

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, 216 631-1510 x103) at Alternative Press magazine during which he stated flat out that they do pay for publication of photographs. If you submit photographs to them and they say they do not pay, contact Norman and take the matter up with him. I explained that I am partners in a music photography community website, that there are rumors that AP doesn't pay, and that I would like to tell our members that AP does pay. But I said I need confirmation in order to do so. Below is an excerpt from my exchange with Norman.

Walter wrote:
I hear rumors that AP asks for images without compensation. Can you confirm or deny that rumor? I sure would like to know the truth. It would be a bad reputation for your magazine if you didn't pay, and I sure would like to set that record straight if that rumor is false.

Norman wrote:
Hey Walter,
Maybe you can help stop that rumor
We pay

Walter wrote:
Thanks Norman. Do you have a pay schedule? For example, how much for 1/4 page, 1/3 page, 1/2 page, full page, double truck, back cover, front cover? I would love to help kill the rumor. I think it would attract good talent to tell people you guys pay fair market rates relative to your circulation and ad rates.

Norman wrote:
Hi Walter,
i think we have really good talent already. when you get assigned a shoot i will let you know how much it pays.
but i don't think that the likes of Phil Mucci, Dave Hill and Joey Lawrence work for free

Walter Rowe Photography
Baltimore · Annapolis · Washington DC
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Contracts, Negotiations, & Legal

Submitted by stacey_the_musi... on Tue, 07/08/2008 - 8:22am.

It sounds like they probably pay different amounts to different photographers.

Submitted by walter rowe on Tue, 07/08/2008 - 11:31am.

It is possible. It all depends on the value of the photograph itself and the photographer's ability to negotiate. You have to know how valuable your photograph is. A photo taken on assignment is more unique because you created it for a specific storyline. That makes it more valuable. You also have to learn the financials of the company. What is their circulation? What is their ad rate? Where will your images appear in the publication? At what size will they appear? What specific rights are being licensed? License fees should be based on use. Savvy negotiators will know the right questions to ask and in return will get a greater fee for the use of their photographs.

It is true that more sought after photographers can demand a higher fee. That is supply-and-demand economics for that photographer's time and creativity. The more sought after the photographer, the more they can demand in creative fees. Usage fees should be fairly similar between the well known and unknown photographer because it should be driven by the rights being licensed. The difference will be that the well known can get the upper end of the scale while the unknown might have to accept the middle or lower end of the scale for a given rights package. Creative fees come into play on assignments. Stock licensing doesn't get the benefit of creative fees. It is better to work on assignment than on speculation for stock sales.

I have said it before. I will say it again. Knowledge is power. Knowing the value of your work and what questions to ask puts you in the driver's seat. If you are working for publications that don't pay you what you think you are worth, look for new ones that will pay you what you are worth. As you get more work for the ones that pay better, you can stop working for the ones that pay less. When enough people stop working for ones that pay less, they will either go out of business of have to up their fees.

Phil Mucci, Joey Lawrence and Dave Hill are sought after and they know it. That is how they can get higher fees. You can create the illusion of "sought after" through confidence in negotiations. Even if you don't have other jobs lined up, act like you do. If the publication really wants you, they will bump up their offer to try and sweeten the pot.

Read John Harrington's blog from yesterday: "Getting Clients - A Few Options".

Walter Rowe - Rowe Images
Professional Photographer
Columbia, Maryland - USA

Founder, MusicPhotographers.net
www.WalterRowePhotography.com
Columbia, Maryland - USA