Oi Maki Maki —
here’s a few links that might help you — there isn’t really an “average rate” — it depends on the magazine, circulation (how many copies they print), how much advertising they have, and the details of your photo and the size and place they want to print it, and other details.
Fotoquote is a pricing software that a lot of people use. For that, and any other calculator programs, you need to know the circulation at least.
http://www.d-65.com/priceassist.html (for a $25 fee, they will analyze the magazine and usage and give you a rate), but they also provide this chart on their site:
they also have an extensive section on copyright, business forms, etc.
Another person who has been recommended for photographer accounting and invoicing is Donovan Robotham of Phase 6 Accounting Services.
his email address is firstname.lastname@example.org
You can also look at the websites on photo agencies and see how they price usage.
On the Corbis website, a really bad portrait of Shaggy comes in at $975 for these stats:
Category: Editorial Use: Magazines/Newspapers
Use Type: Editorial: Magazine – Custom Published
Image Size: Up to Full Page
Circulation/Print Run: Up to 500,000
How’s the bikram in Tokyo?