Romancing the Day Rate



By Sandra Morse

Creativity is not a commodity, but it is "bought and sold" based on what the market will bear Ð what other creative professionals are charging and what purchasers of these services are willing to pay. OZ Magazine recently sent out a survey to all agencies, companies, and freelancers in the OZ Creative Index, and to members of advertising, creative, and communications associations.

Respondents were asked to indicate their low and high hourly rates and/or day rate for the creative services they provide. Art directors, graphic designers, writers and copywriters, Web designers, consultants, and film and video editors tend to charge by the hour Ñ while photographers, illustrators, and film/video/multimedia professionals charge by the day. Survey results are presented accordingly.

Rates were very consistent in some fields, but varied widely in others. It is assumed that responses at the low end represent freelancers with minimal experience, while the high end represents more experienced individuals with an established reputation. If a response seemed to be way out of line with the rest of the category, it was not averaged in. This occurred in the illustrator, photography, director, and director of photography categories where day rates of $3,500 to $5,000 per day were reported, presumably by people who are specialists in their field and can command top dollar.

Associations reflected in the survey results include Advertising Photographers of America, American Institute of Graphic Arts, Atlanta Interactive Marketing Association, American Marketing Association, American Society of Media Photographers, Creativity Atlanta, The Freelance Forum, International Association of Commercial Producers, International Television Association, Public Relations Society of America, Women in Film, Georgia Writers Association, and others.

When freelancers and consultants were asked "where/how do you get most of your jobs?", their answers included:

- word of mouth
- referrals from colleagues and clients
- networking
- professional listings
- self-promotion
- association membership
- placement agencies
- repeat business
- Web/Internet
- online portfolio
- cold calls
- sending out a book
- marketing to ad agencies and design firms
- target marketing via direct mail
- magazines
- OZ Sourcebooks

When agency and company creative services buyers were asked "where/how do you find freelance talent?", answers included:

- referrals or recommendations
- resumes
- Sourcebooks
- contacts from freelancers
- communication arts
- advertising organizations or associations
- "They find me and I add to my list."

Online Resources for Freelancers and Creative Services Buyers

- www.ElanceOnline.com
- www.elance.com
- www.Sologig.com
- www.freelance.com
- www.freelanceworkexchange.com
- www.allfreelance.com
- www.allflreelancework.com
- www.freelancewriteabout.com
- www.freelancewriting.com
- www.freelancebbs.com
- www.freelancedesigners.com
- www.ozonline.tv