I suspect that if someone who knew the answer to this question replied they'd make some sarcastic reference to string and it's various potential lengths. Coming from a position of no experience I would imagine that there are 2 important questions and 1 not very important question.
Important:
1) How much do they want? I once read that the trick to negotiating on the price of anything is to get the other guy to say a figure first.
2) How much can you afford?
Less important:
3) How much have producers paid authors for similar work in the past? Like I said above, there is probably huge variation here, and so won't help you as much as a guide, especially if historically people have paid more than you have, or less than the author wants.





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