You are very right - but it's nothing new and doesn't just relate to digital.
33 years ago I stared as 2nd assistant for Brian Duffy (I subsquently rose to the lofty level of Studio Manager!!).
One of my first jobs was to contact the various (in those days fledgling) equipment and studio hirers to establish our own price list for the hire of the said items.
Our job confirmation sheet then listed the price of all the equipment we were going to use (plus if a studio shot - the studio - if a location shot, the vehicle etc).
In most cases this was all then listed as included in the fee - and you're quite right - the fee was very often not much more than the included costs - if as much.
However in almost all cases this completely confused the commissioning art/creative director. editor or whatever, and I was forever fielding calls and explaining this is just to show to you why we charge what we do.
So plus ca change... - except relative stability in equipment technology for 20 years which has led to ignorance (the late 60's early 70's was I suggest a period of significant technological advance in camera and lighting systems).
----------------------- Best, Francis Newman Webshot Ltd, UK
On 28 Mar 2004, at 15:39, Paul Hartley wrote:
I sometimes resort a simple analogy to illustrate what good value I am:
Pointing to the kit I merely say that if they were to walk into Calumet or
Flash Centre or whatever, it would cost them more to simply hire the kit I
offer per day than the fee I charge to shoot it. Effectively I'm shooting
their job free.
There's usually very little they can say.
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