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I don't really know how to approach this:
Do I ask for a certain amount myself or should I provide some stats and wait for this advertiser to make me an offer?
What amount should I go for? Would it be reasonable to agree on double the amount I make via Adsense?
Do I charge them in advance?
What advertising model do you recommend and why (PPC, Pay per 1000 impressions, fixed amount..)?
Any input is much appreciated.
You can see what others in your niche charge, or throw out a number and see if they take you up on it. If they do, you're probably too low and if they don't, ask them what's fair for them and go from there. You can always fine tune month by month to come to the right figure for both parties.
you can invoice them net 15 after the month for a net 30 payment or you can ask for half upfront or all upfront
really large companies sometimes expect an invoice
and some publishers require some or all pre-payment if the advertiser is new or unheard of
and yes, i would go for double my adsense rate to make it worth my trouble, after all adsense is much easier and some advertisers expect you to quote an inflated price and negoiate downward
now if you were a really large site then 50% or 33% increase in revenues over adsense would be a nice gain, but otherwise i would shoot for double and not budge an inch
Since direct deals shall be based on impression basis, will it be fine if we go simply for, say 1.25 times the eCPM that Adsense offers for that niche.
I have 377,538 Pageviews for the past 30 days. Where do I stand in the eyes of advertisers?
Depends on the niche. We server over 3 million pageviews/month and we are considered a mid-sized site in our industry.
However if you were a very narrow niche, 300k pageviews might make you top dog. It all depends.