Media selling rates?

So it's been a while since I've sold advertising spots, recently got contacted by a fairly well known company in that niche for one of my side projects that is interested in advertising. I haven't followed up yet but want to have an idea beforehand of what would be a fair rate to charge them.

I'm not sure if they'll want to go with a CPM route or a fixed ad spot per month.

Regardless, what is a good factor to determine what to charge? Their product is a subscription service that costs under $20 a month.

Like assuming traffic is say 20K UV per month.

Thanks for any insight.

Are your pageviews stable or do they fluctuate? If generally the same month to month, you can estimate for them on a fixed monthly rate with an eCPM rate you'd like to see.

So if you do 100K monthly pageviews and want a $2 eCPM, you can charge them a fixed monthly rate of $200. Give or take on the PVs for that month it would come out to somewhere around a $2 eCPM.