Assume all of the mass of the meter ruler is centered at center of gravity at 50 cm.
Sum of the torques must be zero
Pivot is at 40 cm
Torque due to mass of ruler = 10 * 90 = 900 g cm
Torque due to 72 g = 30 * 72 = 2160 g cm
Torque due to M = M * 30 and opposite direction
30 M = 2160 + 900 = 3060
M = 102 g