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Commercial artists (before computers killed the industry) used to have a creative price based on usage - creating the piece and if it'd be used for internal company projects or say a nationwide billboard, and licensing rights to be paid for other uses thereafter; and/or a buyout price in which the artist released the usage rights to the client to use the piece however they see fit.
I've always thought graphic designers should take this into consideration as well, but very few have knowledge of the business of art. Delivering a flat design that has been commissioned for one site is different from delivering a template (PSD). This is a lot easier to negotiate when the market isn't flooded with cheap labor unfortunately.
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