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</o:shapelayout></xml><![endif]--></head><body lang=EN-US link=blue vlink=purple><div class=WordSection1><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Graphic designers and illustrators figured out long ago that, even without asking, they can have enough pro bono work to keep them busy day and night until "retirement"...or death (which, for many of us, those two concepts are synonymous). They've also figured out that even sweat equity won't pay the bills. This is a lesson that actors would take to heart if the opportunity to never earn a dime for an honest day's work was presented to them almost daily. Alas, there are so few jobs for actors here in northeast Ohio (pro bono or paid), many folks actually compete for the opportunity to work for free. Turn acting into your full-time job and you'll soon have your fill at the all-you-can-work-for-free buffet.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>That said, even after 20 years of designing and illustrating, figuring out what to charge is always a challenge. You never know what hurdles might arise - creatively or technically; how strong is the art direction? Is this full color? Who is supplying the photographs? Are you cool with clip art or will all illustrations need to be original? Has anyone written a design Spec for this project? Not knowing these things, do I charge by the hour or do I give a full-project price? Give the wrong full project price and your retirement moves further away...and your bills go unpaid.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>So, how do we charge? Traditionally, most artists calculate an hourly wage based on their rock-bottom "this is what I need to live" salary, plus taxes, overhead, a modicum of profit and other operating expenses (materials, office supplies, rent, advertising, computers, software costs et al.). These "extras" usually add another 70% to 80% resulting in hourly wages ranging from $70 - $120+ an hour (we'll base this discussion on the $70/hour rate for discussion's sake). The busier the artist, the higher the number. But, most clients want to pay a set amount for each project. Sigh. To figure out how to handle that, we usually look back at our time logs to see what similar projects cost us in time. Then, we look at how "together" the potential client is (see the aforementioned questions in paragraph 2). The less vision they have put down on paper, the more we round up.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Oh yeah, don't get all worked up when you see this $70 an hour number - that doesn't convert into $140,000 a year. There are sometimes considerable stretches between jobs... I mean considerable! Given expenses, time delays and other hurdles, they would be LUCKY to make even half that...or even a third.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>So, pricing one illustration depends upon how well you describe what you want in the first place... or how much you trust the artist at-hand. I have a client who has me illustrate 16 posters every month. I know that they trust me implicitly - and I know they have no issues with me just modifying clip art (sometimes it's cut-and paste, but often it's a heavy modification). This allows me to give a lower price; it's steady work and I can crank the drawings out pretty quickly, often in a day. Bully for me. But, even if I charge $70 or even $80 per illustration, the next day I have to fill with another client... and the next... Some weeks are filled with work; others, not so much. Some illustrators won't talk to you for less than $500 per illustration. That's because they know it will take them a full day to create the drawing (8 hours x $70 an hour...rounded DOWN, thank you)... and, if the client doesn't like something about their work, they may have to start over and eat a day of work. <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>College kids are the equivalent to amateur actors - they'll work for next to nothing - or for free, just to see their work be published. Sure, you can exploit the hell out of them - and take food out of the mouths of the serious professionals - but, you get what you pay for - with the added bonus of them missing your deadlines because of a bitchin' concert or blowing you off altogether, if you make too many demands of them. On the collegiate level, your better students now know the game and often charge as much as they can get away with. They don't care if you walk - they have mommy and daddy to pick up the bar tab... If they are working their way through school, they're going to be too busy for you... or will miss your deadline.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Oh yeah, does your designer understand copyright laws? <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>As for graphic designers (and, yes, you need one of those as well to lay out the illustrations, create the ads, arrange the text, work with the printers), they are in the same fiscal dilemma. A simple magazine page might slap together in 30 or 45 minutes. If it's complex, it could take 4 or more hours. Well, how does one charge for this? Usually, a designer will take a look at the Spec., which will give them an idea of how the overall piece will look - how many simple pages and how many complex ones. They hold their breath, cross their fingers and get out their calculators. So, it's a 42-page magazine with 10 simple pages, 20 complex ones and 12 S.O.B.s... well, in the world of this rambling $70 per hour tome, that would be: 10 pages at $50, 20 at $300 and 12 at $550 - see how challenging this gets? [note - I just realized that I may have included some illustration into these costs, but I'm NOT going back to re-do the math - sorry] So, the designer is now looking at a $13,100 number... but, with delays, revisions and art direction, can they get this done in 5 weeks, in order to make their nut? Should they round up to $14,000 or more (especially if they think that this project could be a quagmire), or, should they round down to $12,000 or $10,000, fearing that some design newbie who just hung out their shingle will undercut them?<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>My advice would be to secure $10,000 to $12,000 for design and layout of the initial piece and keep hold of your purse strings, keep accurate notes...and, before you hire your first illustrator or designer, put together a specification that gives a very complete idea of what is expected. Don't spend like a drunken sailor, piece out work to a dozen illustrators and see with whom you work the best, find a graphic designer who can draw and ask them to help manage the process for a lower, hourly rate... by the end of your initial project, you'll have a very good idea of real costs for future publications.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>...then, you need a marketing budget...<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>I hope this helps.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>In addition to design and illustration, I have 20 years of international (well, Puerto Rico, Canada and the US) marketing experience and have been in business since 2002. I love designing print pieces (posters and props) for stage and film.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Want to see my work? <a href="http://www.thinknik.com">www.thinknik.com</a>.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Ni Pucha Ni Pera!<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Brian Diehl<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>330.283.9550 <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'> neohiopal-bounces@lists.neohiopal.org [mailto:neohiopal-bounces@lists.neohiopal.org] <b>On Behalf Of </b>Michael A. Miller<br><b>Sent:</b> Tuesday, February 21, 2012 9:26 PM<br><b>To:</b> NEO - PAL<br><b>Subject:</b> [NEohioPAL] How To Pay An Illustrator...?<o:p></o:p></span></p><p class=MsoNormal><o:p> </o:p></p><div><p class=MsoNormal><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Hi,</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Thanks to those who recommended printers so I can begin to budget for the <b><i>Atrocity Parade</i></b> prototype issue. All have worked with me to different degrees, and, for the most part, talking with them has been educational and encouraging. I'm still open to referrals.</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:18.0pt;font-family:"Garamond","serif"'>Having gotten that under way, I need help budgeting for illustration. I'd appreciate input about how those of you who have secured paying assignments prefer to get paid. By the piece? By the project? As you go? At completion? Or what? This is your opportunity to express how you like the money to flow, since I'll likely be recruiting from NEO-PAL, among other sources.</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:18.0pt;font-family:"Garamond","serif"'> Every illustrator I've spoken with, without exception, has gone out of his or her way to make it abundantly clear that artists won't work pro bono like actors and other theater people will. Otherwise, I could have had a complete product two years ago and everyone would have gotten paid by now. Instead, I'm aiming for Kickstarter.</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:18.0pt;font-family:"Garamond","serif"'>I'm guessing a laid-out <b><i>Atrocity Parade</i></b> will be in either 52 or 48 pages, including both sides of the front and back covers. Not every story requires illustration, but the majority of them do. I'll also need help creating mocked-up ads as placeholders. The stories range in length from 251 to over 15,000 words. Obviously, the novella will be pocked with art. </span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><b><i><span style='font-size:18.0pt;font-family:"Garamond","serif"'>Atrocity Parade</span></i></b><span style='font-size:18.0pt;font-family:"Garamond","serif"'>'s look is going to be a throwback to the underground rags of the '60s and '70s, designed to look cheap and lurid. Think <i>National Police Gazette</i>,<i> </i>vintage true-crime magazines and tabloids.</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><b><u><span style='font-size:18.0pt;font-family:"Garamond","serif"'>Illustration Styles</span></u></b><b><span style='font-size:18.0pt;font-family:"Garamond","serif"'>:</span></b><o:p></o:p></p></div><div><p class=MsoNormal><b><span style='font-size:18.0pt;font-family:"Garamond","serif"'> </span></b><span style='font-size:18.0pt;font-family:"Garamond","serif"'>Sketch: Think Penny Dreadful or Edward Gorey</span><o:p></o:p></p></div><div><p class=MsoNormal><span style='font-size:18.0pt;font-family:"Garamond","serif"'> Woodcut: Just like the ones from the 17th Century, give or take</span><o:p></o:p></p></div><div><p class=MsoNormal><span style='font-size:18.0pt;font-family:"Garamond","serif"'> Vintage Sideshow Banner: Full color, a la Fred Meah, Nieman Eisman, Snap Wyatt</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><b><u><span style='font-size:18.0pt;font-family:"Garamond","serif"'>Maps</span></u></b><b><span style='font-size:18.0pt;font-family:"Garamond","serif"'>:</span></b><o:p></o:p></p></div><div><p class=MsoNormal><span style='font-size:13.5pt;font-family:"Garamond","serif"'> One each in the styles of E.H. Shepherd's "Hundred-Acre Wood" map, a medieval "Here Be Dragons" map, and a colonial surveyor's map.</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><b><u><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Ad mockups</span></u></b><b><span style='font-size:13.5pt;font-family:"Garamond","serif"'>:</span></b><o:p></o:p></p></div><div><p class=MsoNormal><b><span style='font-size:13.5pt;font-family:"Garamond","serif"'> </span></b><span style='font-size:13.5pt;font-family:"Garamond","serif"'> In the style of the Johnson-Smith ads (Onion Gum!) from the inside of comicbook covers, as well as other combicbook-style ads (Sell <i>Grit</i>!), and skeezeball-looking ads from scandal sheets. </span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:13.5pt;font-family:"Garamond","serif"'>I see no more than three artists illustrating the entire magazine, cover to cover. It's a big job but needs consistency. I see myself assigning different portions of the magazine to each artist and paying with the completion of each individual assignment. I might have to bring in a graphic designer as well. </span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:13.5pt;font-family:"Garamond","serif"'>So, I need feedback about how artists price their time, effort, use of supplies, participation in field work, transportation, etc.—anything about how you place a value on completing assignments and how you expect to get paid. If there's something you want to address that I haven't specifically asked, feel free to raise your point. </span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Further, I'd like to know how you, as freelancers, have successfully handled work-for-hire issues. I have a position in this, but I want to hear yours.</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><p class=MsoNormal><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Thanks for your cooperation.</span><o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><p class=MsoNormal align=center style='text-align:center'><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Cheers,</span><o:p></o:p></p><p class=MsoNormal align=center style='text-align:center'><o:p> </o:p></p><p class=MsoNormal align=center style='text-align:center'><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Michael A. Miller, Publisher</span><o:p></o:p></p><p class=MsoNormal align=center style='text-align:center'><b><i><span style='font-size:13.5pt;font-family:"Garamond","serif"'>Atrocity Parade</span></i></b><o:p></o:p></p></div></body></html>