Online Business Buzz

I am trying to properly charge advertisers for their space on my website and podcast files. My website is comprised of podcast files and webpages. My podcast files have many more views than does my webpages.
I have decided to create an e-zine to place on my podcast feeds and charge advertising space inside of the e-zine. I also want to allow advertisers to advertise on my webpages and want to charge a separate fee for those ads.
My overall site stats are much higher than the stats for my webpages. Which stats do I use as a guide for potential advertisers? For the podcast files, do I total those numbers and display those? for the web files, do I total those numbers and display those? or do I use my entire site stats for both podcast and website advertisers? Should I display graphs from my tracking provider? Do I allow potential advertisers access to those stats or only show them snap shots?
Thank You
ps- thanks to the person who answered my last question!