I don't need prints!!
We often see quote requests come through with the statement "we don't need prints" or "digital files only" This is fine in this day and age, Photographers aften only supply digital versions of our images.
One thing that prospective customers get confused about is why does the price not reduce by a lot when it's only digital. After all it's only 1's and 0's after all.
The answer to this question is that printing is only a very small part of the cost of Photography. In an effort to shed some knowledge on the general public, I thought I would compile a list of what costs go into taking a photo.
1. Equipment Costs - The average Pro Digital SLR Camera costs around $7000 AUS, I have 3 myself. These get replaced on average every 2 years. Then the Pro lenses, well this is where all of the big money is. From $3000 to $12,000 and several in the bag. Then there is lighting, backdrops, hundreds of batteries, Pro memory cards etc etc. The costs in equipment is very high to buy and to keep up to date to give you the customer the best quality result.
2. Computer Equipment and Software - In this day and age our customers expect images to be delivered in the highest quality and resolution possible. Pro Digital Cameras produce very large image files, so we need fast computer hardware, and top end software to process these files. Photoshop alone runs out at $1400 AUD, and updates on average every 2 years. Hardware is upgraded every 2 years
3. Contract Photographers - Some events require more than one Photographer, we have had as many as 12 working at an event. These guys are Professionals and need to be paid accordingly, their costs need to be recovered from an event, and in some cases we do not make a profit on an event for up to a year.
4. Internal Staff - We have to pay staff just like any other business, their pays also contribute to the cost of making a photograph.
5. General everyday business costs - Just like any other business, Photographers have to pay utility bills, phones, internet, rent, vehicle leases, fuel, TAXES etc etc, these also contribute to the cost of making a photograph.
6. Finally, the Photographers own pay - Just like you and any other person in the world today, the Photographer expects to make a living, otherwise what is the point, this also goes into the cost of making a photo.
So remember this next time you wonder why a Photographer cannot halve his price when there are no prints involved.
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