Negotiations for ad space

Ive been looking into advertising directly with popular websites. Well one website that id really like to advertise with replied with make me an offer. So what are some the basics of an offer. Whats fair for both parties involved? What are some key points i should be looking at? Is there a formula that other marketers are using. Any info or ideas would be a great help.

Thanks in advance
Mack

Mack -

Forget about what is fair for both parties, you want the best deal for yourself. Make an offer at a price you would be delighted with and work up from there, if necessary. Do it today, it is the end of the week and end of the month, your sales rep may need to hit targets today.