My feeling is that - overall - the concept of photography’s value as a percentage of media purchases is a good way to illustrate its worth. However, the difficulty, inconvenience and often impossible task of getting accurate media spending figures for a specific project lead photographers away from using them to calculate license fees.

I appreciated Tim Olive’s method of negotiation when his fees are questioned; once asked to justify costs, then media budgets are a great method for sharpening the pencil – so to speak.