What should a website with 78k UU and 1,871,000 PV per mo. be making?

[Joey_Link]

I'm trying to gauge what I should be pulling in for my website which has 78k unique users and 1,871,000 page views per month. We're in a highly specialized market, being a regional firearms website. AdSense does not allow firearm websites. All but a couple are direct advertisers or through a broker who bought the rights to display firearm-related ads in the space they purchased. I just feel like with that traffic we should be pulling in much more than we are, and I have no idea how to monetize on it. Any help would be appreciated!

[edited by: eljefe3 at 4:36 am (utc) on Oct 16, 2010]

[eljefe3]

Do you have an "advertise here" on your site? If not you should, and if you do, what has been the response from potential advertisers? Have you contacted directly other sites that you see advertising on adwords that are related, yet allowed to advertise?

The only way to find out what your site is worth is to see what the market will bear in your niche.