Usually I shoot panos and stills to be used on the client's website. I negotiate a price and I'm done. Now I have a client who wants the images to be used not only on his own site but on other's as well. He also wants to use the images for other purposes such as borchures and magazine advertisements, but he is not specific about it as he has not developed a marketing plan for the images. He basically wants to use the images whenever he has the opportunity to.

How do I negotiate the fee for this? I found an online estimator at www.editorialphoto.com, but my puny brain doesn't actually understand all the numbers.

Instructions are here

http://www.editorialphoto.com/resources/estimator/help.asp

I read that. But notice it says in the instructions: Assignment Rate. Once I add in the circulation and ad cost, where does the assignment rate show up? Is that the target rate? What if you don't know what magazines the client wants to use? If you put 0 in the ad rate you get a negative number.

I'm looking for something more practical. It's not like I'm a National Geographic photographer.