Friday, November 26, 2010

 

Being Specific About Using Cartoons

Many times when professionals such as doctors or lawyers and even consultants for various firms or organizations inquire about using a cartoon in a certain way, it is very vague. Which is why I always try to emphasize "usage". This cannot be reiterated enough, and this will also speed up the process in the event you need a cartoon fast. The more information you supply in advance, within your inquiry, the better. If you simply email asking "how much is a full license for one of your cartoons", this is very open ended. Do you mean a full license to use the cartoon in a PowerPoint, your company newsletter, on your letterheads and direct-mail pieces or do you mean a full license for a one year term of use in 7 or 8 PowerPoint presentations where 200 people per presentation will attend?
Do you see the difference? Knowing specifically is very helpful. I am emphatic these days, when people inquire, that they drill down to the narrowest or most broad usage they intend on applying to an image. I think this mindset is mutual amongst most image licensors nowadays. Keep in mind that my cartoons are copyrighted, and using an image a specific way will give you greater leverage when actually using a cartoon. By greater leverage, I mean the fee you pay for actually licensing one of my cartoons. Normally, the fee to use a cartoon based on a one-time usage where no other application to the image would apply, is $50. However, should your corporation own 7 or 8 different newsletters and you want the same cartoon for each of them, this adds greater intrinsic value to the overall application to the cartoon in question. The formula based on this scenario is adding 10% value per publication to the overall fee, or $130 (if a toal of 8 newsletters run the image). There are many different variables to consider and don't hesitate to ask questions, along with your supplying all of the information as to how you intend on using a certain image. Since there is no actual finite pricing structure for publishing or using my cartoons, it is one of the main reasons I don't include a price chart within my cartoon image licensing portfolio.

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