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How to figure out what a reasonable rate is?

Selling advertising on my site and worried I'm charging too much

     
5:12 am on Oct 17, 2014 (gmt 0)

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I have a niche content site that ranks very highly on Google for search terms in my niche (am #1 or 2 for most relevant terms). I am selling direct advertising to a couple of relevant businesses, but I am not sure if my rates are fair.

I ask because I am selling on a CPM basis and a business has asked for a monthly rate rather than a CPM rate, and told me that a competing local site sells traffic for 20x less than me. I know my traffic is higher quality (the competition is a newspaper, so probably not providing high-converting traffic), but it makes me wonder if my traffic is pricing me out of advertisers. Any advice for figuring out what the right price is?