Prime properties such as wired make really good money on their visitors. The &#x27;average website&#x27; makes rather a lot less than that (hence the existence of supply side optimizers).<p>The online version of the media kit for the wired property:<p><a href="http:&#x2F;&#x2F;www.condenast.com&#x2F;brands&#x2F;wired&#x2F;media-kit&#x2F;web" rel="nofollow">http:&#x2F;&#x2F;www.condenast.com&#x2F;brands&#x2F;wired&#x2F;media-kit&#x2F;web</a><p>No rates quoted but:<p><a href="http:&#x2F;&#x2F;adage.com&#x2F;article&#x2F;media&#x2F;digital-cracks-50-ad-revenue-wired-magazine&#x2F;238986&#x2F;" rel="nofollow">http:&#x2F;&#x2F;adage.com&#x2F;article&#x2F;media&#x2F;digital-cracks-50-ad-revenue-...</a><p>Lists the ad revenues at 50% of the total (online + print), that was 2013.<p>Last year:<p><a href="http:&#x2F;&#x2F;digiday.com&#x2F;publishers&#x2F;two-thirds-wireds-revenue-digital-brand-content&#x2F;" rel="nofollow">http:&#x2F;&#x2F;digiday.com&#x2F;publishers&#x2F;two-thirds-wireds-revenue-digi...</a><p>So you can see why they&#x27;re panicking, adblockers are taking a significant bite out of their revenues.<p>And then there is the print side: (~115K for a full page ad in the print magazine).<p><a href="http:&#x2F;&#x2F;www.wired.com&#x2F;wp-content&#x2F;uploads&#x2F;2015&#x2F;02&#x2F;2015_WIRED_Media-Kit_1_15.pdf" rel="nofollow">http:&#x2F;&#x2F;www.wired.com&#x2F;wp-content&#x2F;uploads&#x2F;2015&#x2F;02&#x2F;2015_WIRED_M...</a><p>Is a good primer into how a print&#x2F;online property such as wired profiles itself to advertisers.<p>Still trying to find an actual CPM &#x2F; CPC rate for wired but no luck so far, but<p><a href="http:&#x2F;&#x2F;monetizepros.com&#x2F;display-advertising&#x2F;average-cpm-rates&#x2F;" rel="nofollow">http:&#x2F;&#x2F;monetizepros.com&#x2F;display-advertising&#x2F;average-cpm-rate...</a><p>Has premium display sitting at about $10 CPM and that&#x27;s not a bad number compared to what I know about this field, the actual rate for a property such as wired would be a little higher than that (-15% agency fees), but not by much so that&#x27;s a good starting point.