According to the American Society of Media Photographers, a photographer’s estimate typically includes licensing, production fees, and expenses. The licensing or usage fee and the contract reflect how widely the image will be distributed and the number of unique views permitted, which is how the photographer controls use of the image.
Production or creative fees reflect the time it takes to complete the entire assignment, including pre- and post-production work. Expenses may include material costs for processing and supplies, assistants, travel, and photo-finishing (see “Hiring a Photographer,” below).
“On a local or regional basis,” Strawbridge says, “a photographer may choose to roll the creation fee and usage rights together, which may be more palatable [for the client].” He says that purchasing copyrights for all the images is an option, but generally is not necessary.