10 is low in my opinion. I had an 83 Cherokee, full sized, with the 258, 4 spd and 3.31 gears and 31 inch tires and got a solid 20-22 on the highway when new and averaged (all uses) almost 17 for the 160k miles we owned it, it went up when I went to 4.10s and 33s, even after I added a winch, roll cage, blah blah and still could hit a solid 17 on the highway. My son's first scrambler would get 17ish on the highway at 55-60 with the 258 five speed and 4.10s with 33s, his scrambler now witha full hardtop, 4.10s and 33s and a 4 spd only gets about 14, but it runs like crap. I'm hoping that a good tune, some minor carb work (like a good cleaning) and my old Jacobs ignition will bump it back up to the high teens.
All that aside, mileage is a function of many things, driving style is paramount as is good tune and overall condition of vehicle. The aerodynamics are pretty fixed but tire pressure can be adjusted, timing can be slightly advanced from stock, ignition can be optimized, plug gap, etc. I've seen 2-3 mpg from simply changing plugs. Use is also a huge player, if you are an urban cummuter with lots of stop and go your mileage will be pretty poor regardless when compared to steady state highway driving. Case in point: I just sold my 74 cj 5, 304, projection, t 18, 4.27s detroits, 35" swampers, etc. A rolling brick aerodynamically, and heavy. I got 10-11 around town, I got 14ish enroute to Moab this year at 55-60 mph, at 70-75 it'll drop back to about 10-11. With 33s on it I could do 15-16 at a steady 60-65mph. So if your commute is urban or if you live at any significant altitude advance your timing (~ 2 degrees per 1000 ft) slightly, maybe go a range hotter in plugs if your driving is short urban type, open the gap up on the plugs a little, more if you go to a jacobs or a TFI/HEI mod and see what happens. Of course run the tires a little on the hard side, and drive conservatively.
good luck!
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