'Fair compensation'

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Yep, it's another fair compensation thread :p

I've just been approached by Doctor Who Magazine wanting to use one of my photos in their next publication, they've offered me £45 for a half page use of one of my photos in their interview section. I have no idea how much is about par for this sort of thing, I do however get the feeling their just offering me a low amount hoping I'll accept.

We haven't discussed terms yet, but I'm going to assume this is just a single use publication, if they want to reuse the image in further publications I'd be looking at 70% of original cost, or again am I barking up the wrong tree?
 
Many thanks for the replies guys, I've accepted. For those of you who read the Doctor Who magazine, keep your eyes peeled ;)
 
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