non-pro seeks advice on photo fees

I've been approached by a direct mail firm which sends out post card size mailings in 50K-150K batches. They're interested in using 1 or more of my images. As a non-pro, I've never been approached in this way before. I have no idea what fee I should ask for (I assume they would want to use the images on a 1 time basis). Any suggestions?

This might help...

http://photographersin​dex.com/stockprice.htm

---- Gavin

Thanks Gavin for that very helpful link.

Based on what I wrote above about the nature of the use (direct mail/postcard size/50K-150K) would you say this data I input into the survey was right?

Type of Use:: Advertising
Specific Use:: Coupon
Press Run:: 50,000 to 100,000
Size:: 1/4 Page or Spot use

This price calculator suggests an avg. fee of around $335-375 depending on the volume. Do others think this is about right?

It would depend if they expect that they can use it for more than one "batch".

I think that's something to consider as well. The license terms are important.

Kevin: So say they do want to use it more than once. Do I negotiate for a series of uses--say 5 or 10 (depending on what they want)--& multiply by $335 (or whatever the number is)? I'd assume you should offer a discount off the price for multiple uses also?