Prime properties such as wired make really good money on their visitors. The 'average website' makes rather a lot less than that (hence the existence of supply side optimizers).

The online version of the media kit for the wired property:

http://www.condenast.com/brands/wired/media-kit/web

No rates quoted but:

http://adage.com/article/media/digital-cracks-50-ad-revenue-...

Lists the ad revenues at 50% of the total (online + print), that was 2013.

Last year:

http://digiday.com/publishers/two-thirds-wireds-revenue-digi...

So you can see why they're panicking, adblockers are taking a significant bite out of their revenues.

And then there is the print side: (~115K for a full page ad in the print magazine).

http://www.wired.com/wp-content/uploads/2015/02/2015_WIRED_M...

Is a good primer into how a print/online property such as wired profiles itself to advertisers.

Still trying to find an actual CPM / CPC rate for wired but no luck so far, but

http://monetizepros.com/display-advertising/average-cpm-rate...

Has premium display sitting at about $10 CPM and that'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's a good starting point.