2019-2020 sa freelance media industry and rates report

2019-2020 SA Freelance Media Industryand Rates Report

Authors: Jude Mathurine & Curwyn Mapaling

CONTENTS

ACKNOWLEDGEMENTSABOUT THE AUTHORSINTRODUCTIONHIGHLIGHTSLOCATION AND INCOMEAGEGENDERGENDER AND INCOMERACERACE AND INCOMEEDUCATIONEDUCATION AND INCOME FREELANCE SPECIALISATIONSECONDARY SPECIALISATION PROFESSIONAL EXPERIENCEPROFESSIONAL EXPERIENCE AND INCOMEFREELANCE EXPERIENCEFREELANCE EXPERIENCE AND INCOMENATURE OF FREELANCINGFREELANCE CLIENTS & EMPLOYERSSOCIAL MEDIA MARKETINGAVERAGE INCOMEWHY FREELANCE?CHALLENGES OF FREELANCINGINDUSTRY MEMBERSHIPFREELANCERS AS CLIENTSCUTTING STANDARD RATESBILLING MODES FOR FREELANCE SERVICESFREELANCE RATES GUIDEWRITING/CONTENT DEVELOPMENTSCRIPT WRITINGADVERTISINGPUBLIC RELATIONS & COMMUNICATIONS

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ONLINESOCIAL MEDIAGENERAL EDITINGSPECIFIC EDITINGDOCUMENT FORMATTING LAYOUT COORDINATION TRANSCRIPTIONTRANSLATIONINTERPRETINGPHOTOGRAPHYPHOTOGRAPHY/POST-PRODUCTIONVIDEOGRAPHYWORKSHOPS/TRAININGGRAPHIC DESIGNGRAPHIC DESIGN/LAYOUT & PRODUCTION PODCASTING & SOUND EDITINGTOP SPECIALISATION RATES BY PROVINCE1. NEWSPAPERS: PER WORD 2. CORPORATE CONTENT: PER WORD 3. MARKETING MATERIAL: PER HOUR 4. MEDIA RELEASE WRITING: PER HOUR 5. WEBSITE CONTENT: PER WORD6. WEBSITE CONTENT: PER HOUR7. COPY/SUBEDITING: PER WORD 8. COPYWRITING: PER HOUR 9. CAMERA WITH PROFESSIONAL SOUND ETC.: PER FULL DAY 10. POST-PRODUCTION VIDEO EDITING: PER FULL DAY11. GENERAL GRAPHIC DESIGN: PER HOUR 12. LOGO DESIGN: PER HOUR 13. CREATING VISUAL CONCEPTS: PER HOUR 14. CORPORATE REPORTS: PER HOUR 15. TRANSFORMING STATS INTO GRAPHIC DESIGN: PER HOUR 16. ORIGINAL IMAGES: PER HOUR 17. EVENT PHOTOGRAPHY: PER HOUR 18. WEDDING: PER FULL DAY 19. MEDIA HOUSES, NEWSPAPERS: PER IMAGE 20. LIBRARY FEE ONE-OFF USAGE: PER HIGH RESOLUTION IMAGE 21. POST PRODUCTION RETOUCHING: PER HOUR BIBLIOGRAPHY

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ACKNOWLEDGEMENTS

ABOUT THE AUTHORS

The authors thank the following persons who contributed in the planning, design and publishing of the survey and this report.

Curwyn Mapaling holds a Master of Arts in Clinical Psychology and Community Counselling from Stellenbosch University. Currently, he works as a Public Service Clinical Psychologist at Fort England Psychiatric Hospital in Makhanda. He serves as the Vice-Chairperson of the Eastern Cape/Free State Region of SAFREA and as an Executive Committee Member of the Community and Social Psychology (CaSP) Division of the Psychological Society of South Africa (PsySSA). Curwyn has worked on the SA Freelance Media Industry and Rates Reports since 2017.

Jude Mathurine lectures journalism and new media at Nelson Mandela University where he works to educate the next generation of smart media cre-atives for social good. His research focuses on media development, and digital media leadership and innovation. He has worked widely in journalism education, new media and media development in South and Southern Africa for over two decades. He holds a Master of Arts in Journalism and Media Studies from Rhodes University.

Safrea Chair Lynne Smit and the Exco for giving us the time to build and improve on this established annual research report.

The previous authors who contributed to this study: Laura Dubber (2018), Robyn Thekiso (2017) and Laura Rawden (2016).

Tiffany Markman for inspiring fellow freelancers to complete this survey.

The 466 survey respondents who took the time to share their experience with us.

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INTRODUCTION

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This fourth edition of the highly anticipated annual Safrea Freelance Media Industry and Rates Report provides a more detailed view of the South African freelancer than ever before and includes a few surprises.

New questions were introduced this year. In addition, the authors looked at changes over time and drilled down into the data to examine the relationships between variables like average income and age or fee rates for service by province.

We have expanded the story of the South African freelancer by considering how various issues affect freelance income – more particularly the ability to earn above the median South African salary of R22 387. The result is a more descriptive report that can make clear suggestions for future research and sectoral advocacy especially in a post-Covid-19 context.

The Covid-19 spectre looms over this study. Many freelancers’ entire livelihoods dried up overnight and there is no suggestion whether this may ever recover. Unfortunately, an assessment of the influence of Covid-19 on the sector and freelancing is only partial as the study mainly deals with the 2019 financial year. The 2020/2021 survey will be designed to reveal specific insights that have emerged year-on-year because of the major collapse of specific segments of the market – notably the magazine sector. It should be noted that the magazine sector was listed as the second largest client for freelance work after online/digital in this survey. The closure of Associated Media Publishing, Caxton’s magazine division, as well as deep cuts to Media24’s magazine portfolio will have a devastating effect on livelihoods. As one of the most vulnerable labour segments, freelancers have been subject to temporary closures, closures, reduced hours, delayed payments or mandatory cuts in freelance invoices across all media. Retrenchments at major media companies may drive

an unspecified number of media workers into the freelance market and the media ‘gig economy’. This may have the influence of increasing labour supply, decreasing demand and decreasing income. Only time will tell.

While much is made of the future of work and the gig economy based on comparisons between the US and SA markets, there are many differences in regulation, labour markets and technology use and adoption which suggest that our trajectory will be different and that we still have some time to adapt and develop local solutions. These solutions will be led by the insights gleaned from the years of quantitative data from these reports. Only about 3% of respondents use apps like Upwork and Fiverr for work.

Safrea’s professional and advocacy role has never been more important than it is now. Safrea will remain at the forefront by striving to raise the professional standing of freelancers and promoting professional standards and ethical conduct by both freelancers and their clients.

As usual, readers are reminded that the report does not advocate specific rates. The research merely reports on the frequency and averages that committed respondents share with us to help freelancers and clients benchmark and negotiate their own fees. To avoid any misunderstandings, Safrea recommends that a written agreement stating full terms and conditions is entered prior to commencement of all work.

HIGHLIGHTS

Freelancing is a choice. Most enjoy the flexibility of the sector and the freedom to choose projects and clients.

Graphic design was the top primary specialisation in 2019. Proof-reading is the most popular secondary specialisation. The popularity of journalism as a freelance specialisation is rapidly declining.

Black freelancers are the lowest earners.

Corporate clients account for 30% of all income.

Only about 3% earn their primary income from gig economy marketplaces like Fiverr and Upwork.

Online/Digital provides the most work opportunities; followed by the print magazine sector.

Facebook is the freelancer’s social media platform of choice.

The sector is still dominated by women (although the number of female respondents to the survey has declined)

The sector is young. Most respondents are under 40-years old (53%) and many (43%) have less than five years’ experience as freelancers.

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71% of respondents freelance full-time.

Women earn less than men.

Freelancers in the sector are more educated on average.

The sector doesn’t pay well. 33% earn less than R10 000 a month.

LOCATION AND INCOMEProfile of the South African Freelancer

The top four provinces for freelancers are the Western Cape (45%), Gauteng (39%) KZN (7%) and the Eastern Cape (4%). The best provinces for freelance earners are the Western Cape and Gauteng, where just less than half the freelancers reported earnings above the median South African salary of R22 387. Only 26% of KZN freelancers and 37% of Eastern Cape freelancers earn at or above this level. Most respondents in other provinces like Mpumalanga (100%), Limpopo (67%), Mpumalanga (100%), North West (100%) and Free State (50%) report earn less than R10 000 a month.

AGE

Freelancing is a young person’s game, according to the survey. Most respondents (53%) are under 40. Freelancers aged between 31 and 40 years old constitute the largest age category (about 30%). Since 2018, freelancers between 19 and 30 years have increased by four percentage points to 23%. One in ten freelancers were over retirement age (60 years).

GENDER

RACE

GENDER AND INCOME

RACE AND INCOME

The freelancing sector is women-led (63%). This gender trend has been consistent since 2017. The dominance of women in this sector bucks the national trend in which women occupy between 43,8% (Statistics SA 2018) and 45% (World Bank 2019) of the employed work force. The finding also confounds the results of the Department of Arts and Culture (2017) Employment in the Culture and Creative Industries study which found that more men (56%) than women are employed in the sector.

The number of female respondents is down from a high of 77% in 2018.

Race is a new and important category in the survey. It is used to build a profile of SA freelance media and communication sector and to acknowledge and respond to the experiences of self-employed workers in their diversity. The 2017 Employment in the Culture and Creative Industries study estimated that the demography of this economic sector is African (66.5%), White (20,6%), Coloured (8,9%) and Asian/Indian (4%).

By comparison, the 2020 SAFREA survey reveal the demographics of freelance respondents is 75% White, 16% Black, 4% Coloured and 1% Indian.

Almost half the number of male freelancers earn above the average South African salary of R22 387, whereas only about 41% of women earn upwards of R20 000 per month. Up to 35% of women earned below R10 000 compared to just 30% of men. The pay-gap between women and men in self-employed positions and the gig economy has been documented in international research. One 2020 study of men and women using Amazon’s Mechanical Turk platform found that, controlling for other variables, women earned 10,5% less than their male counterparts. The local reasons for the pay-gap are not explored in this report and would warrant more qualitative research.

Women who make up most of the freelance sector, carry greater financial risk, as well as often having to juggle the demands of family life and duties. Women freelancers were more likely to take on more responsibilities particularly during the Covid-19 period where child-care duties and responsibilities, home schooling and negotiating remote work time became additional challenges.

0,5% percent of respondents identified as non-binary.

Black freelancers take home the least income on average. Over 60% of Black respondents earn less than R10k a month and almost one-third earn less than R5 000 per month. Only about 30% of Coloured respondents earned more than the average SA salary for 2020; compared with about 23% of Black freelancers, 71% of Indian respondents and 41% of White respondents. The reasons for the pay-gap are not explored in the research but would warrant more qualitative research.

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EDUCATION

FREELANCE SPECIALISATION

EDUCATION AND INCOME

The Employment in the Culture and Creative Industries study (2017) found 31.8% of those working in cultural occupations have tertiary education. By comparison, freelancers are a highly educated bunch. Most respondents to the survey (88%) had some post-secondary education. One third of freelancers has a post-graduate (Honours degree or higher) qualification.

About four in five freelancers studied in the Humanities (an academic discipline that includes qualifications in languages, literature, philosophy, arts and culture, journalism, photography, design). The most popular qualifications within the discipline are general BA or a degree in Media or Communications. Only a handful of freelancers appear to hold qualifications from non-Humanities specialisations like Business (8%) and Information Technology (3%). Freelancers with law or medical qualifications who have greater opportunity to research, produce or edit highly niche content in media, publishing or academia constitute only 1% each of the research sample.

Graphic design (12,3%) deposed editing and sub-editing (10,09%) as the top primary specialism this year. The number of respondents listing graphic design climbed by seven percentage points from 2018. Photography (10,09%) was the third most popular specialism rising from 5% to 10%. Videography rose three percentage points to 6%. These shifts may either suggest more audio-visual media professionals have entered the freelance sector, that more freelancers from audio-visual media and design categories answered the survey or that existing freelancers are pivoting to new areas and opportunities. It should be noted that SAFREA did experience an influx of photographers from the South African Professional Photographers (SAPP) who signed up for membership during lockdown when this survey was run.

Other primary categories were relatively stable, shifting only by a percentage point up or down year-on-year. However, respondents who listed journalism as their primary specialisation dipped five percentage points to from 13% in 2018 to about 8% in 2019. This possibly mirrors the media industry trend of layoffs and media closures.

While most think that post-secondary qualifications (read more complex and critical skills, as well as adaptive competences) may increase prospects for greater financial reward, the survey suggests that the rewards for a higher qualification are marginal.

41% of freelancers who held a Bachelor’s degree earn about the average national salary or higher. This compares with 45% of freelancers with an Honours degree, 41% of freelancers with a Masters qualification and 43% of freelancers with a doctorate. By comparison 38% of respondents with only a matric or national certificate and 40% of respondents with a higher certificate, reported earning R20 000 or more.

Diplomas seemed to be the best qualification to guarantee an income above the national average salary. About half the respondents with a national diploma reported earning R20 000 or higher a month from their freelance gigs.

About 4% of respondents with certificates reported earning over R50 000. About 7% of higher certificate, about 7% of diplomates, about 8% of degreed freelancers, 7% of honours freelancers, 5% of freelancers with masters degrees and 7% with doctorates.

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SECONDARY SPECIALISATION PROFESSIONAL EXPERIENCE

PROFESSIONAL EXPERIENCEAND INCOME

A major choice for some freelancers is what skills will offer more value to clients or increase the employment opportunities when other work prospects dry up. In 2020, the top three secondary specialisations were proof-reading, editing or sub-editing and copywriting. Photography climbed from number 6 in 2018 to number 4 in 2019.

Journalism, which was the second most popular secondary specialisation in 2018 (13%), dropped to thirteenth place (3,7%). More freelancers now indicate other specialisation areas like public relations and communication, videography or social media management as their secondary skill of choice. Movement in other secondary specialisms were marginal although illustration, translation and transcription all moved up by about 2 percentage points from 2018.

The percentage of freelancers claiming between six and 11 years’ experience in their secondary specialism remained stable, while freelancers with 11 to 20 years’ experience in their secondary specialism declined by about five percentage points year-on-year.

Most freelancers have less than five years’ experience in their secondary specialisation (28%). The growth in this category (four percentage points year-on-year) may suggest some freelancers are pivoting to new specialisms in the face of tougher market conditions. If this is the case, the provision of high quality and affordable skills training becomes important to give freelancers another quiver in their bow. About 38% of respondents said they attended an educational or short course in the past year. Three out of every five respondents said they would undertake some form of business and professional training in the coming year.

SAFREA coffee clubs and webinars offer members essential professional and business skills like mentoring, copyright and social media marketing. However, relations with preferred accredited educational providers could be investigated to help members pivot or upskill to new areas.

The percentage of freelancers with up to five years’ experience in their primary specialisation remained stable year-on-year at 19%. For the second year in a row, the largest cohort with experience in their primary specialisation were in the 11-20 year category (2018-29% vs 2019-32%).

Professional and specialised experience likely has the biggest influence on a freelancers’ pay prospects.

85% of freelancers with less than five years’ experience recorded earning below the average SA salary threshold of R22 387. This figure drops by 20 percentage points (65%) for freelancers with between 6-10 years’ and 21 percentage points (44%) for respondents in the 11-20 year category.

By contrast, 65% of respondents in the 31-40 years category and 60% of respondents in the 40+ category earn above the R20 000 threshold.

Respondents with between 21-30 years’ experience in their main specialisation had the greatest prospect for higher income. About 14% earned over R50 000 per month.

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FREELANCE EXPERIENCE

FREELANCE EXPERIENCE AND INCOME

Most respondents have less than five years’ experience as a freelancer (43%) – up four percentage points year-on-year. The rise in newer entrants may again signal the consequence of media downsizing and closures in the media and communication sector over the past four years. Between 2018 and 2019 several media companies undertook retrenchment processes or closed for operational reasons. The rise could also be coupled to proliferation of technologies and platforms that have become available in the past five years which has allowed labour the choice to engage in more remote work.

The majority of new entrants don’t earn well. Two out of every three freelancers with less than 5 years’ experience earn below the average SA salary threshold. This figure drops to 56% for freelancers with between 6 to 10 years’ experience.

In contrast, 55% of freelancers with between 11 to 20 years’ experience, and about 81% with between 31 and 40 years’ experience earn above the average SA salary threshold. This does not prove correlation between experience and income or even suggest a discernible trend. For this, one would need more longitudinal data and qualitative research with this research sample.

Notwithstanding, there are outliers. 4% of freelancers with less than five years’ experience earned more than R50 000 a month. This compares with 7% of freelancers with between 6 and 10 years’ experience and about 11% of freelancers with between 11 to 20 years’ experience.

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NATURE OF FREELANCING

Freelancing is a full-time job for about 71% of respondents. The remaining 29% supplement income by freelancing in addition to contract, part-time or full-time employment. Three out of every four freelancers (76%) listed freelancing as a primary source of income (up from 72% in 2017). These figures become particularly important when considering the nature and vulnerability of self-employed workers who must carry their own costs and operate without the safety net of unemployment insurance, medical or pension – and the fact that the vast majority of these freelancers earn less than R10 000 per month.

Almost half of respondents (49%) had less than five years’ experience before dipping their toes in the freelance pool. This figure is up ten percentage points year-on-year. As the period of formal employment increases, it appears that salaried staff have less appetite to join the ranks of the self-employed. This fall-off trend is consistent with the 2018 data.

FREELANCE CLIENTS & EMPLOYERS

The introduction of a broader variety of client categories in this year’s survey saw a 44 percentage point decline for freelancers who regarded corporates (30,3%) as their bread and butter. ‘Individuals’ (16,5%) and SMMEs (14,5%) are the second and third biggest client types. An interesting development is the growth of online gig platforms like Fiverr, Upwork and Freelance.com as a new employment category (3%) for freelancers.

For the third consecutive year, online/digital provided most work opportunities for freelancers. Print magazines which took a massive hit during the Covid-19 pandemic - with the closure of Caxton’s magazine division, Associated Media Publishing and the restructuring of Media24’s print division – was listed as the second biggest employer. The television industry ranked third.

The print media category was split into magazines and newspapers this year so that employment trends in each could be monitored over time. However, the combined print segment fell 14,5 percentage points from 39,1% to 24,6% year-on-year likely demonstrating continued decline in freelance budgets and/or opportunities in this sector.

Respondents’ alternative employment prospects have been mainly in legacy print media which account for more than a quarter of the work. This is followed by online/digital, television and publishing.

SOCIAL MEDIA MARKETING

Freelancers are active across multiple social media platforms. Most use at least two channels for branding, leads and self-promotion. Facebook, which enjoys over 24 million South African accounts, is hands-down the favourite platform for freelancers (29%). Instagram clocks in at number two (19,8%). Given its popularity as a video and photo sharing platform, it has become the platform of choice for some photographers, videographers and multimedia content producers. LinkedIn, the Microsoft owned professional network is the third most popular social media channel. Only about 15% of total respondents were brave enough to dare the mean streets of Twitter. Just over ten percent of respondents say they found success using blogs.

AVERAGE INCOME

Freelance earnings are low relative to the average gross national salary of R22 387. Only 43% of freelancers earned above this threshold. The top 1% of freelancers take home more than R70 000 a month. The highest salary shared in the survey was R110 000 per month.

The good news is that the number of freelancers who earn less than R10 000 has dropped 9 percentage points from 42% in 2016 to 33% in 2019/2020.

The bad news is that the study shows that 15% of total respondents earn less than R5000 a month. These freelancers’ incomes are most vulnerable to shocks. They were also the most exposed to Covid-19’s impact on work opportunities. A snap survey among SAFREA members at the beginning of lockdown period (March 2020) found that 60% of members lost 90-100% of their income.

Freelance photographers, print, broadcast and multimedia journalists were among those able to apply for assistance to the SANEF Media and Social Justice Initiative media relief fund. About 227 applicants had received R5000 for essentials as at the end of September.

WHY FREELANCE?

The most cited reason for respondents entering a freelance career was to supplement an existing income – not the downturn in job market or redundancies. This was followed by the freedom to choose clients and projects and job flexibility. This suggests that entry into the freelance pool is an active choice for most respondents and not something that they were pushed into because of a lack of suitable employment opportunities (3,6%) or due to unemployment or retrenchment (8,7%).

CHALLENGES OF FREELANCING

For the second year running, freelancers have listed low freelance rates as their chief worry (19%). This was followed by client exploitation (12%) and non or late payment (11,27%). These are perennial issues for most self-employed individuals. A sectoral mechanism to pressure slow or non-paying clients to cough up is strongly encouraged. SAFREA may also look to assist members with workshops in negotiating skills. Other concerns include the lack of benefits including medical aid, pension and UIF, as well as fellow freelancers undercutting each other’s rates. These remain critical matters for ongoing research and advocacy in the freelance sector.

INDUSTRY MEMBERSHIP

Safrea members constitute less than a quarter (23,6%) of the respondents to its own annual rates survey. While the largest cohort of respondents (40%) indicated that institutional membership was not applicable, many do belong to other organisations like Sisters Working in Film and Television (SWIFT) and SA Professional Photographers (SAPP) which were not listed in the survey. This suggests the need to clarify and broaden the range of associations represented in this question in future. The range of member and professional organisations and associations occupying this space suggests a clear need for intelligence sharing and advocacy efforts on matters of common cause to secure for all freelancers.

FREELANCERS AS CLIENTS

Accounting and tax (46%) and educational services (37,7%) were the business services most used in the past 12 months. Business insurance was the third most popular service, with some freelancers listing income protection under ‘other’. About 2% of freelancers had enlisted the help of debt collection agencies to put the squeeze on slow paying or non-paying clients.

The use of educational services is significant given the need for many freelancers to improve the quality of business performance or to diversify skills areas to attract new clients. 43% of respondents undertook business or professional related training, while 60% had plans to undertake a learning course in the new year.

The identification of services utilised by freelancers is an important indicator of areas where partnerships could be developed to secure discounted services to offer value to members in the future.

BILLING MODES FOR FREELANCESERVICES

The common view is that freelancers who cut their rates often hurt the industry by undervaluing the work of their colleagues. However, the research suggests that a clear majority of respondents (60%) discount their standard fee at least sometimes. 22% of respondents stated that they cut their rates more often to land a commission or project. Up to 88% of SAFREA members cut their fees or commission at least some of the time.

Those who discount fees comment that they do it because they need the work. Given the fact that so many freelancers (57%) earn below the national average salary, it’s no wonder that the most frequent comment to this question is: “A job is a job” or “…I need to pay the bills.” A smaller number suggested they will discount their fee based on the nature of the client e.g. startups, friends, NGOs or the project itself. The impact of Covid-19 on client ability to pay and job scarcity also featured as reasons for discounting rates.

The survey team crunched and cross-filtered the data to look for outliers to this trend.

Time (or experience) and education appears to make some difference in freelancer ability (or unwillingness) to compromise on a standard fee. About 10% of freelancers with less than five years’ experience never cut their rate. This figure jumps to 15% for freelancers with 6 to 10 years’ experience; 19% for freelancers with 11 to 20 years’ experience; and fully 42% for freelancers with between 31 and 40 years’ experience. As previously indicated, there is some correlation between freelancer years of experience and ability to earn above the median salary. While the reasons for individuals discounting their own rates is often personal and complex, the data tends to imply that those freelancers who are more experienced and better off may be less inclined to compromise on rates, whereas those who are struggling may do so more often.

14% of diplomates never compromise on a fee compared with 19% of respondents with an Honours degree, 23% of Masters’ degree holders and 35,7% of doctorate holders.

Freelancers use a range of methods to charge for services – from project fees to retainers, charging per word or per hour. It is instructive for new freelancers who quote for jobs, as well as clients and agencies that produce freelance briefs, to know the most popular employed for various services. The list below represents the main (most popular though not the exclusive methods) of charging for a listed service.

Writing/Content development is mainly billed as a flat rate (35%); this is followed by a per word rate (30%) and closely by per hour billing (28%). Script writing for television is mainly billed per episode (35,8%), followed by a retainer/flat rate (31%). The advertising sector mainly uses per hour billing (45%), followed by a retainer/flat rate (39%).The online sector mainly bills using a retainer/flat rate (38%), followed by a per hour rate (37%).Social media services are mainly billed per hour (46%), followed by per post (33%).Copy editing is mainly billed per word (39%), followed by per hour (33%).Editing (freelance title editor) is mainly billed per word (31%), followed by project fee (30%).Transcription services are mainly billed per hour (59%), followed by per word (26%).Translation services are mainly billed per word (67%), followed by per hour (22%).Photographic services are mainly billed per hour (39%), followed by a full-day rate (23%).Interpreting services are mainly billed as a project fee (49%), followed by per hour (32%).Photography is mainly billed as a project fee, followed by full-day rate.Workshop training design and facilitation is mainly billed as a project fee (41%), followed by full-day rate (25%).Graphic design is mainly billed as a project fee (46%), followed by a per hour rate (40%).Podcasting and sound services is mainly billed as a project fee (52%), followed per hour (28%).Videography is mainly billed using a project fee (41%), followed by full-day rate (34%).

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CUTTING STANDARD RATESUnderstanding Freelance Rates

FREELANCE RATES GUIDE

WRITING/CONTENT DEVELOPMENT

This section shows the average price range that respondents charge for various disciplines and areas of focus. It is merely a benchmark and individuals should continue to use the options that work best for them and their business. The rates guide is not prescriptive. The guide aims to provide an overview of rates trends and should be viewed as a benchmarking guide. The guide tracked specific rates, based on the 2019/2020 survey, as well as additional baseline input from our industry partners. All rates should be agreed between freelancer and client and should be in line with the freelancer’s experience and qualifications, budget, nature of the job, skills scarcity and any other relevant variables.

Type Per Word Per Hour

Magazines R3.00 - R4.00 R400.00 - R500.00

Newspapers R2.00 - R3.00 < R400.00

Corporate content R2.00 - R4.00 R400.00 - R600.00

Technical/specialist content > R4.00 R400.00 - R700.00

Annual reports R2.00 - R3.00 R450.00 - R550.00

Government documents R2.00 - R3.00 R450.00 - R650.00

Textbooks > R1.50 R400.00 - R450.00

Novels/books R0.90 - R1.50 > R400.00

Ghost writing < R5.00 > R550.00

SCRIPT WRITING

Type Per Word Per Hour OtherScript writing

(General – television)> R3.00 > R600.00

Head writer (Long-running series/soaps/telenovelas)

R60,000.00 – R90,000.00 per month

Storyliner (Long-running series/soaps/telenovelas)

R5,000.00 - R7,000.00 per episode

Story editor (Long-running series/soaps/telenovelas)

> R2,500.00per episode

Script editor (Long-running series/soaps/telenovelas)

> R2,500.00 per episode

Researcher (Long-running series/soaps/telenovelas)

R2,000.00 – R4,000.00 per day

Script writing (General – corporate)

> R4.50 > R650.00

Corporate AV script writing with research supplied

> R500.00 per minute (for 15 minutes or less)

Corporate AV script writing with writer doing research

> R650.00 per minute (for 15 minutes or less)

Specialty AV script writing which requires project

expertise

> R2,000.00 per minute (for 15 minutes or less)

Educational AV script writing > R1,500.00 per minute (for 15 minutes or less)

ADVERTISING

PUBLIC RELATIONS & COMMUNICATIONS

ONLINE

Type Per Word Per HourMarketing material (brochures, adverts

etc.)> R3.00 R450.00 - R550.00

Advertorial R3.00 - R4.00 R500.00 - R600.00Copywriting R3.00 - R4.00 R450.00 - R550.00

Type Per Word Per Hour Flat RateMedia release writing R3.00 - R4.00 R450.00 - R550.00 R1500.00 - R2000.00Strategy development R3.00 - R4.00 < R700.00

Speechwriting > R4.00 R500.00 - R600.00 > R2000.00Media relations R450.00 - R550.00

Type Per Word Per HourWebsite content R2.00 - R2.50 R450.00 - R550.00

Online consumer content > R2.50 R400.00 - R500.00SEO content > R2.50 R450.00 - R550.00

Consumer/journalism blog content R2.50 - R3.00 R400.00 - R500.00Content marketing R2.50 - R3.00 R450.00 - R550.00Web-based content R2.50 - R3.00 R450.00 - R550.00

Email marketing Content R2.50 - R3.00 R450.00 - R550.00

SOCIAL MEDIA

GENERAL EDITING

Type Per post Per word Per hourSocial media content creation < R250.00 R2.50 - R3.00 R350.00 - R450.00

Social mediamanagement/coordination

R400.00 - R500.00

Social media strategydevelopment

R500.00 - R550.00

Online content development (For instance, blogs)

R2.50 - R3.00 R350.00 - R450.00

Type Per word Per page Per hourGeneral copy-editing (light) < R0.50 R50.00 - R100.00 < R400.00

General copy-editing (medium)

< R0.50 R50.00 - R100.00 R400.00 - R500.00

General copy-editing (heavy) > R1.00 > R100.00 R400.00 - R500.00Substantive/structural editing R0.50 - R1.00 > R200.00 R450.00 - R550.00

Developmental editing > R1.00 R150.00 - R200.00 R450.00 - R550.00Proofreading < R0.30 R50.00 - R150.00 R350.00 - R450.00

Copy/sub-editing < R0.50 R90.00 - R120.00 R400.00 - R500.00Reference checking R100.00 - R200.00 R300.00 - R400.00

SPECIFIC EDITING

DOCUMENT FORMATTING

LAYOUT COORDINATION

Type Per word Per page Per hourMagazines > R1.00 > R65.00 R350.00 - R450.00

Newspapers > R1.00 R50.00 - R100.00 R300.00 - R400.00Academic theses < R0.50 R45.00 - R65.00 R300.00 - R400.00

Corporate content < R3.50 R150.00 - R200.00 R450.00 - R550.00Technical/Specialist Content > R1.00 > R100.00 R450.00 - R550.00

Government documents < R0.50 R100.00 - R200.00 R400.00 - R500.00Textbooks R0.20 - R0.50 R50.00 - R100.00 < R400.00

Fiction R0.20 - R0.50 R50.00 - R100.00 R350.00 - R450.00

Type Per word Per page Per hourAcademic R0.20 - R0.50 < R50.00 R300.00 - R350.00General R0.20 - R0.50 R300.00 - R400.00

Type Per word Per page Per hourCorporate newsletters > R350.00 R400.00 - R500.00

Magazines > R250.00 > R500.00

TRANSCRIPTION

TRANSLATION

INTERPRETING

Type Per word Per hourTranscription R1.50 - R2.50

Type Per wordBetween English and Afrikaans R0.50 - R1.00

Between English and an official African language R1.00 - R1.50Between English and major world languages R1.00 - R1.50

Between English and less common world languages R1.00 - R1.50Sworn translation > R2.00

Specialised translation (e.g. financial, legal, highly technicalor scientific)

< R1.50

Type Per hourBetween English and Afrikaans R350.00 - R450.00

Between English and an official African language R400.00 - R500.00Between English and major world languages R400.00 - R500.00

Between English and less common world languages R450.00 - R550.00Between English and South African Sign Language (SASL) > R550.00

PHOTOGRAPHY

PHOTOGRAPHY/POST-PRODUCTION

Type Per image Per hour Half-day Full-dayProduct, advertising,branding, interiors,

architectural

R250.00 - R350.00 R800.00 - R1 000.00 R3 000.00 - R5 000.00 R5 000.00 - R8 000.00

Event photography R100.00 - R200.00 R850.00 - R1 500.00 R3 000.00 - R5 000.00 R4 500.00 - R7 500.00Advertorial, editorial,

modellingR800.00 - R3 000.00 R800.00 - R1 500.00 R3 000.00 - R5 000.00 R5 000.00 - R8 000.00

Wedding R50.00 - R100.00 R600.00 - R1 200.00 R4 000.00 - R7 000.00 > R12000.00Media houses,newspapers

R300.00 - R600.00 R450.00 - R600.00 R2 000.00 - R3 000.00 > R5500.00

Type Per image Per hour Half-day Full-dayPost-production,

retouchingR100.00 - R200.00 R300.00 - R500.00 R1 000.00 - R3 000.00 R1 500.00 - R3 500.00

Dropbox / FTP R2.00 - R4.50 per MB R75.00 - R150.00

Type Per low-resolutionimage

Per standard printresolution image

Per high-resolution image

Per sale of the high-resolution image -

multiple usage rights but not copyright.

Library fee one-off usage charge

R150.00 - R250.00 R350.00 - R650.00 R650.00 - R1000.00 R1000.00 - R10 000.00

VIDEOGRAPHY

WORKSHOPS/TRAINING

Type Per hour Half-day Full-dayCamera with

professional sound, proper lighting and stabilised shots,

with no edits required

R2 000.00 - R3 000.00 R2 500.00 – R4 500.00 > R6500.00

Post-production, video editing R400.00 - R600.00 R2 500.00 – R4 500.00

Type Per hour Half-day Full-dayFacilitating workshops/

training sessionsR450.00 - R850.00 R3 500.00 - R6 500.00 R5 000.00 - R12 000.00

Module/content creation R450.00 - R750.00

GRAPHIC DESIGN

GRAPHIC DESIGN/LAYOUT & PRODUCTION

Type Per hour Half-day Full-dayGeneral graphic design R350.00 - R550.00 R1 200.00 - R1 700.00 <R2 200.00

Logo design R300.00 - R500.00 <R2 500.00 R2 500.00 - R5 500.00Creating visual concepts R300.00 - R500.00 R1 200.00 - R1 700.00 R1 500.00 - R2 800.00

Presenting design concepts R350.00 - R450.00 R1 500.00 - R1 700.00 R2 500.00 - R3 500.00Original images R300.00 - R500.00 R1 200.00 - R1 700.00 R2 500.00 - R3 500.00

Illustrations R400.00 - R550.00 R2 500.00 - R4 000.00Incorporating changes

recommended by clients or artdirectors into final designs

R250.00 - R450.00 R1 200.00 - R1 600.00 R2 500.00 - R3 500.00

Reviewing designs for errors before printing or publishing

them

R300.00 - R500.00 R1 200.00 - R1 600.00 R2 500.00 - R3 500.00

Transforming statistical data into visual graphics and

diagrams

R350.00 - R650.00 R1 200.00 - R1 600.00 R2 500.00 - R3 500.00

Type Per hour Half-day Full-dayAdvertisements R300.00 - R600.00 R1 200.00 - R1 600.00 R2 200.00 - R3 200.00

Brochures R300.00 - R600.00 R1 200.00 - R1 600.00 R2 200.00 - R3 200.00Magazines R350.00 - R550.00 R1 200.00 - R1 600.00 R2 500.00 - R4 500.00

Corporate reports R350.00 - R650.00 R1 500.00 - R1 700.00 R2 500.00 - R3 500.00

PODCASTING & SOUND EDITING

Type Per hour Per projectPodcasting & sound editing R3000.00 - R4000.00

Sound editing (only) R450.00 - R550.00

TOP SPECIALISATION RATES BY PROVINCE

1. NEWSPAPERS: PER WORD

Freelance rates (as well as clients’ ability and willingness to pay) inevitably varies by region. Not all specialisations and activities could be included. The researchers narrowed down the most popular freelance specialisations (graphic design, editing and sub-editing, photography, copywriting, journalism and videography) and identified the related services and the main related mode of billing. These were then cross-filtered with the location of the respondent. The result is a list of the frequency of specialisation rates charged by province. This may help some freelancers to ballpark their fee based on the most frequently charged rate for a service in a particular province.

Responses Western Cape

Eastern Cape

Northern Cape

Gauteng KwaZulu-Natal

North West

Limpopo Mpumalanga Free State

< R2.00 20.51% 20.00% 11.11% 27.78% 0.00% 0.00% 0.00% 0.00%R2.00 - R3.00

38.46% 20.00% 44.44% 33.33% 100.00% 100.00% 100.00% 60.00%

> R3.00 30.77% 20.00% 30.56% 22.22% 0.00% 0.00% 0.00% 20.00%Other 10.26% 40.00% 13.89% 16.67% 0.00% 0.00% 0.00% 20.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

2. CORPORATE CONTENT: PER WORD

3. MARKETING MATERIAL: PER HOUR


Eastern Cape

Northern Cape


North West


< R2.00 13.04% 12.50% 5.77% 15.79% 0.00% 0.00% 0.00% 16.67%R2.00 - R4.00

43.48% 50.00% 44.23% 57.89% 0.00% 100.00% 100.00% 50.00%

> R4.00 30.43% 25.00% 34.62% 10.53% 100.00% 0.00% 0.00% 16.67%Other 13.04% 12.50% 15.38% 15.79% 0.00% 0.00% 0.00% 16.67%Total 100% 100% 100% 100% 100% 100% 100% 100%


Eastern Cape

Northern Cape


North West


< R450.00 20.41% 66.67% 17.65% 20.00% 50.00% 0.00% 0.00% 50.00%R450.00 - R550.00

42.86% 0.00% 38.24% 40.00% 50.00% 100.00% 100.00% 0.00%

> R550.00 24.49% 33.33% 35.29% 30.00% 0.00% 0.00% 0.00% 50.00%Other 12.24% 0.00% 8.82% 10.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

PAGE 36

4. MEDIA RELEASE WRITING: PER HOUR

5. WEBSITE CONTENT: PER WORD


Eastern Cape

Northern Cape


North West


< R450.00 25.00% 25.00% 18.92% 25.00% 0.00% 0.00% 0.00% 50.00%R450.00 - R550.00

39.29% 50.00% 32.43% 62.50% 0.00% 100.00% 100.00% 25.00%

> R550.00 25.00% 12.50% 27.03% 12.50% 100.00% 0.00% 0.00% 25.00%Other 10.71% 12.50% 21.62% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%


Eastern Cape

Northern Cape


North West


< R2.00 19.15% 0.00% 12.12% 15.38% 0.00% 0.00% 0.00% 16.67%R2.00 - R2.50

25.53% 50.00% 42.42% 30.77% 0.00% 0.00% 100.00% 66.67%

> R2.50 36.17% 50.00% 36.36% 46.15% 100.00% 100.00% 0.00% 16.67%Other 19.15% 0.00% 9.09% 7.69% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

6. WEBSITE CONTENT: PER HOUR

7. COPY/SUBEDITING: PER WORD


Eastern Cape

Northern Cape


North West


< R450.00 29.09% 50.00% 29.79% 41.67% 0.00% 0.00% 0.00% 16.67%R450.00 - R550.00

38.18% 33.33% 36.17% 33.33% 50.00% 100.00% 100.00% 83.33%

> R550.00 23.64% 16.67% 23.40% 25.00% 50.00% 0.00% 0.00% 0.00%Other 9.09% 0.00% 10.64% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%


Eastern Cape

Northern Cape


North West


< R0.50 44.00% 50.00% 38.89% 23.08% 75.00% 33.33% 0.00% 40.00%R0.50 - R1.50

32.00% 50.00% 22.22% 38.46% 25.00% 33.33% 100.00% 40.00%

> R1.50 16.00% 0.00% 16.67% 38.46% 0.00% 33.33% 0.00% 20.00%Other 8.00% 0.00% 22.22% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

8. COPYWRITING: PER HOUR


Eastern Cape

Northern Cape


North West


< R450.00 17.14% 25.00% 25.81% 12.50% 33.33% 0.00% 0.00% 33.33%R450.00 - R550.00

48.57% 50.00% 32.26% 62.50% 66.67% 100.00% 100.00% 66.67%

> R550.00 22.86% 25.00% 29.03% 25.00% 0.00% 0.00% 0.00% 0.00%Other 11.43% 0.00% 12.90% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

9. CAMERA WITH PROFESSIONAL SOUND ETC.: PER FULL DAY


Eastern Cape

Northern Cape


North West


< R3500.00

9.09% 0.00% 8.70% 0.00% 0.00% 0.00% 0.00% 0.00%

R3500.00 -

R6500.00

36.36% 50.00% 43.48% 50.00% 0.00% 0.00% 100.00% 100.00%

> R6500.00

48.48% 50.00% 43.48% 50.00% 0.00% 0.00% 0.00% 0.00%

Other 6.06% 0.00% 4.35% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

10. POST-PRODUCTION VIDEO EDITING: PER FULL DAY


Eastern Cape

Northern Cape


North West


< R2500.00

8.82% 0.00% 4.00% 0.00% 0.00% 0.00% 0.00% 0.00%

R2500.00 -

R4500.00

64.71% 66.67% 56.00% 25.00% 0.00% 0.00% 100.00% 100.00%

> R4500.00

17.65% 33.33% 36.00% 75.00% 0.00% 0.00% 0.00% 0.00%

Other 8.82% 0.00% 4.00% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

11. GENERAL GRAPHIC DESIGN: PER HOUR


Eastern Cape

Northern Cape


North West


< R350.00 13.43% 16.67% 17.24% 20.00% 0.00% 0.00% 0.00% 0.00%R350.00 - R550.00

64.18% 66.67% 58.62% 50.00% 0.00% 100.00% 100.00% 100.00%

> R550.00 16.42% 0.00% 13.79% 30.00% 0.00% 0.00% 0.00% 0.00%Other 5.97% 16.67% 10.34% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

12. LOGO DESIGN: PER HOUR


Eastern Cape

Northern Cape


North West


< R300.00 13.33% 25.00% 9.52% 0.00% 0.00% 0.00% 0.00% 0.00%R300.00 - R500.00

56.67% 50.00% 57.14% 66.67% 0.00% 100.00% 100.00% 0.00%

> R500.00 21.67% 25.00% 19.05% 22.22% 0.00% 0.00% 0.00% 0.00%Other 8.33% 0.00% 14.29% 11.11% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

13. CREATING VISUAL CONCEPTS: PER HOUR


Eastern Cape

Northern Cape


North West


< R300.00 12.96% 33.33% 16.00% 20.00% 0.00% 0.00% 0.00% 0.00%R300.00 - R500.00

57.41% 66.67% 56.00% 40.00% 0.00% 100.00% 100.00% 0.00%

> R500.00 14.81% 0.00% 16.00% 40.00% 0.00% 0.00% 0.00% 0.00%Other 14.81% 0.00% 12.00% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

14. CORPORATE REPORTS: PER HOUR


Eastern Cape

Northern Cape


North West


< R350.00 13.89% 33.33% 10.53% 16.67% 0.00% 0.00% 0.00% 0.00%R350.00 - R650.00

69.44% 33.33% 63.16% 66.67% 0.00% 0.00% 100.00% 0.00%

> R650.00 11.11% 0.00% 15.79% 16.67% 0.00% 0.00% 0.00% 0.00%Other 5.56% 33.33% 10.53% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

15. TRANSFORMING STATS INTO GRAPHIC DESIGN: PER HOUR


Eastern Cape

Northern Cape


North West


< R350.00 14.29% 33.33% 5.26% 10.00% 0.00% 0.00% 0.00% 0.00%R350.00 - R650.00

69.05% 33.33% 78.95% 60.00% 0.00% 100.00% 100.00% 0.00%

> R650.00 11.90% 0.00% 10.53% 30.00% 0.00% 0.00% 0.00% 0.00%Other 4.76% 33.33% 5.26% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

16. ORIGINAL IMAGES: PER HOUR


Eastern Cape

Northern Cape


North West


< R300.00 18.18% 66.67% 9.52% 0.00% 0.00% 0.00% 0.00% 0.00%R300.00 - R500.00

52.27% 33.33% 57.14% 55.56% 0.00% 100.00% 100.00% 0.00%

> R500.00 22.73% 0.00% 14.29% 44.44% 0.00% 0.00% 0.00% 0.00%Other 6.82% 0.00% 19.05% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

17. EVENT PHOTOGRAPHY: PER HOUR


Eastern Cape

Northern Cape


North West


< R850.00 32.65% 75.00% 33.33% 11.11% 0.00% 0.00% 0.00% 50.00%R850.00 - R1500.00

53.06% 25.00% 40.74% 66.67% 0.00% 0.00% 100.00% 0.00%

> R1500.00

12.24% 0.00% 25.93% 22.22% 0.00% 0.00% 0.00% 50.00%

Other 2.04% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

18. WEDDING: PER FULL DAY


Eastern Cape

Northern Cape


North West


< R7000 5.13% 0.00% 15.00% 12.50% 100.00% 0.00% 0.00% 0.00%R7000.00

- R12000.00

38.46% 100.00% 15.00% 37.50% 0.00% 0.00% 100.00% 0.00%

> R12000.00

46.15% 0.00% 65.00% 50.00% 0.00% 0.00% 0.00% 100.00%

Other 10.26% 0.00% 5.00% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

19. MEDIA HOUSES, NEWSPAPERS: PER IMAGE


Eastern Cape

Northern Cape


North West


< R300.00 38.89% 100.00% 15.00% 11.11% 0.00% 0.00% 0.00% 50.00%R300.00 - R600.00

38.89% 0.00% 55.00% 66.67% 0.00% 0.00% 100.00% 0.00%

> R600.00 13.89% 0.00% 30.00% 22.22% 0.00% 0.00% 0.00% 50.00%Other 8.33% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

20. LIBRARY FEE ONE-OFF USAGE: PER HIGH RESOLUTION IMAGE


Eastern Cape

Northern Cape


North West


< R650.00 21.43% 100.00% 14.29% 14.29% 0.00% 0.00% 0.00% 50.00%R650.00 - R1000.00

46.43% 0.00% 42.86% 42.86% 0.00% 0.00% 100.00% 50.00%

> R1000.00

28.57% 0.00% 28.57% 42.86% 0.00% 0.00% 0.00% 0.00%

Other 3.57% 0.00% 14.29% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

21. POST PRODUCTION RETOUCHING: PER HOUR


Eastern Cape

Northern Cape


North West


< R300.00 31.25% 33.33% 7.41% 30.00% 0.00% 0.00% 0.00% 100.00%R300.00 - R500.00

45.83% 33.33% 55.56% 40.00% 0.00% 0.00% 100.00% 0.00%

> R500.00 18.75% 33.33% 29.63% 30.00% 0.00% 0.00% 0.00% 0.00%Other 4.17% 0.00% 7.41% 0.00% 0.00% 0.00% 0.00% 0.00%Total 100% 100% 100% 100% 100% 100% 100% 100%

BIBLIOGRAPHY

Dubber, L & Mapaling, C. 2019. SA Freelance Media Industry and Rates report 2018-2019. Safrea.Finlay, A (ed). 2019. State of the Newsroom Report 2018: Structured/Unstructured. Wits University. Hadisi, S & Snowball, J. 2017. Employment in the Cultural and Creative Industries in South Africa Department of Arts and Culture. Rawden, L. 2016. South African freelance media industry and rates report. Safrea.Rumney, R. 2020. SANEF”s Covid-19 Impact on Journalism report. South Africa National Editors’ Forum. Spilbury, M. 2017. Exploring Freelance Journalism. National Council for the Training of Journalists. Thekiso, R., & Mapaling, C. 2018. SA freelance media industry and rates report 2017-2018. Safrea.

www.safrea.co.za

2019-2020 sa freelance media industry and rates report

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