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Are there people and trademarks in the photo? Canadian law on privacy rights may be different than in the US, so make sure you get a local legal opinion from an attorney.
You want to know how many times the photo will be reproduced, is it on the cover, will it be on a DVD version, international publication of the book, etc., etc. Understand that you are licensing them a specific use of the photo, not giving them copyright to the image. In general, I have found that most book publishers have a pretty set rate on what they pay for inside photos. More of a take it or leave it type of thing unless you have such a unique image that the publication couldn't take place without it. The above resources are sound.
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