My Business partner and I are just starting a Digital Billboard company. We are positioning approx. 7’X12’ True 16MM boards back to back on slower business roads, within about 30 feet of the highway. We are going to charge $895 per 4 week period at our first location for each of 7 advertisers on each side, each being displayed for 8 seconds. I have two questions. First, there are 21,000 vehicles passing by this site daily. Do I use the total traffic count to figure the CPM, which would be about $1.52. In reality, only half those consumers are going to see one side of the sign, should I therefore use 10,500 as my daily traffic count, making the CPM $3.04. If I want to be even more accurate I need to assume that only 2 or 3 ads will be seen by each passing vehicle. Does this mean I should be telling my prospects the CPM is even greater? How are the big operators arriving at there CPM’s? Secondly, does the smaller size of our boards dictate that a lower rate is charged? I don’t want to be starting out with a rate that is too low. Any advice would be greatly appreciated. By the way we are in Pennsylvania and our boards are to be delivered the last day of this month so I need to be out there selling space. I did go out selling one day before we ordered the signs and was happy with the feedback and in fact did sign one client at $895. Thanks.