Esoteric you bring up an interested point. If our numbers are down what do we do? Do we turn our back on the little money we can get, that will add up to the bottom line, or do we let our ego take over saying, "we would never play for that little".
I'm starting to get calls for Christmas parties now. Callers are telling me that other DJ's are charging less then me. They would book the other DJ's but their all booked up. Callers would rather not hire a DJ for their parties at my price, have an ipod party or none at all.
What do we do? Lower our prices to make the bottom end or stay home. The DJ's that are saying that they would not move for "x" number of dollars really have no met the hard times yet. We would all like to get top dollar and build up our egos saying we are the highest priced DJ in town. But in most markets you wouldn't be in business to long.
What the difference in between taking a lower priced event or doing a freebie for a charity? With the charity you get a name mention. With the lower priced event you get your name on the tickets (using a Christmas party as an example) and some money to help you reach the bottom line. (Just remember you're a pro at what you do.)
How many DJ's on this board are making $10,000 or less and have been in business for a while? They're not bottom feeders just surviving in their market.
I ask how many bookings are you taking per year? I'm sure in a lot of markets DJ's are taking many more bookings at a lower price than they ever would at the high price. Sure it means they're playing more, having more wear and tear on their equipment, but their probably making the same money (as a higher priced DJ in their market) or more. Example: Do you play two gigs per month at $500 each or three gigs per month at $350 each? How do you see the difference? I know several DJ's in my market that charge less than me and are always booked up and perform at more events.
I say in these times go with what your market can bare, but don't be a bottom feeder and don't start a price war.