When photography is licensed for editorial use, public relations or certain other uses, there will often be a licensing clause that states that the picture(s) may not be used for “paid placements”. A few folks have asked what this means.
“Paid placement” is simply any use that requires the client to pay a fee to have the photo(s) published. It includes, but is not limited to, use in advertising.
One could argue that any public communication a business sends to its customers is a form of advertising. But here are two general definitions:
Advertising
A business pays to have its message displayed or published. The business controls the message and the content (text and photos), as well as when and where that message is published. Generally, the purpose of advertising is to persuade the viewer to buy a product or service.
Advertising wants viewers to take immediate action. The business wants to take money from them. The business (usually) expects an immediate return on their investment in that advertisement.
Public Relations
A business does not pay to have its message published. The business does not control the message or the content but it can often influence it by supplying free text and photos. Generally, the purpose of public relations is to create an awareness of a product, service or the business itself, and/or to create goodwill for the business.
By having its message presented by a third party, (e.g. a newspaper), the business gains credibility, the so-called “media blessing”. Public relations doesn’t expect immediate action from the viewers. The business gives information to the viewers.
The photo licensing fee for advertising or paid placement is usually higher than for editorial or public relations use. This is because the purpose of advertising or paid placement is to directly influence sales and make money. The picture’s job is to sell a product or service. As such, the value of the photography is higher.
By contrast, the purpose of an editorial or public relations photo is to convey information to the viewer. There’s little money and risk involved for the business (relative to advertising). But the purpose of public relations photography is just as important as that for advertising photography.
Someone once said that photo licensing fees are like a salesperson’s commission: advertising pictures help make a high number of sales, and so, they deserve a bigger commission for their work. But editorial pictures bring in only a few sales and so they get a smaller commission.
Tags: advertising, licensing, pricing, public relations
