Not so much as a retort as it is a clarification and a plea for the development of some sort of rational system for pricing usage in advertising and client-direct areas of assignment bidding.
Leslie argues that some of the fees quoted in the estimates provided by Rob are far too low. I am in full agreement with her on this point. For example, one estimate provides a license for National USA only, unlimited use in all media, in perpetuity of 32 images for a total production & licensing fee of only $25k or roughly $782.25 per image, production expenses & creative fees included.
Leslie goes on to offer some suggestions on how to tackle this complicated issue and it's well worth a read. Find her post here.
It's important to remember that the more information you arm yourself with before you put that pencil to paper, the better you will end up serving both yourself and your client(s). At the end of the assignment, you will feel compensated in a way that you are motivated to give your all during the production end of the process and won't walk away afterwards feeling undervalued. Even in this economy, savy art buyers are well aware of issues, legalities and costs of image production & licensing. Coming in far below reasonable expectations with your estimates might win you an assignment here & there, but in the long run it's also going to brand you as inexperienced & unable to rise to the challenge when the real rubber hits the road.