Photography Research Institute Carson Endowment

Going Rate

"Going rate" applies to the seller's price not the industry's. This means that the price the seller offers is the seller's price or the seller's "going rate."

Minimum or any other so called industrial wide ideas.

One point I would like to stress is that I do not, nor do I attempt to, nor do I advocate an industry wide minimum fee schedule. There is no legal way that an association, group, I or any individual other than yourself can set a minimum price for your photography.

Let me remind you (again) that the lowest prices published in the schedules of the 2010 GOLD BOOK OF PHOTOGRAPHY PRICES are the median prices determined by studies of published Price Lists. The median price, by definition, is not the lowest price I've seen in a published Price List. What I am saying is. . . This is the median. What do you think of it as a price for you? Do you agree or disagree? If for any reason at all you disagree, what price should it be? Write that price in the space provided. You as an individual must make the decision.

In a meeting between you and a prospect, if you, after meeting price resistance and after exhausting all other points and reasons why your price is proper, elect to use your 2010 GOLD BOOK as the final authority to convince the prospect that the price is right, that is your prerogative as long as you realize that the prices in your 2010 GOLD BOOK are your prices and no one else's. In other words, your prices in your 2010 GOLD BOOK are just that. . . your prices. They are definitely not the standard of the industry. What you tell your prospect is up to you.

My research has led me to conclude that there is no industry wide standard for pricing photography and there never can be. The price of photography appears to be the seller's estimate of what the seller thinks the buyer will pay.

I am firmly convinced that a Free Market for the individual photographer and/or photography company or corporation is best. I am also of the opinion that in this Market the seller, and not the buyer, should decide if he or she wants to produce a product and/or service at a price acceptable to any or all buyers.

It should be remembered, that in a Free Market there is no way you can overcharge a buyer. The buyer has the option of buying, not buying, or going elsewhere. The buyer can literally take it or leave it. It is your job to convince the prospect to take it. You should and must be free to legally do what you want.

It should also be remembered that you have to work to get your price for your photography. I suspect, as with most creative individuals, that you would like to produce what you consider an outstandingly excellent photograph and then have buyers and prospective buyers fawn all over you attempting to buy your work. I know I would. It doesn't work that way. To get money for what you do you have to sell. Selling is work. If you work, you should be paid.

Academic degrees, licenses, restricting entry to the business and other monopolistic practices will not and can not guarantee Professional and Financial Success!