Last Wednesday I posted about a mystery blog for sale. It turns out the site is The Blog Herald, and it’s going to sell in the 60-72K range (36 times monthly revenues).
There’s a lot of talk over this: Was the site overpriced? Or is it really worth what it’s selling for?
The general rule of course is that a blog is worth what someone is willing to pay for it. I might also add that when there are three bidders in the price range, it obviously isn’t just a fluke.
But back to the numbers: the site is bringing in 2K a month of revenue. But what is it’s monthly profit? Let’s make an assumption: that you could replace Duncan Riley’s posts with comparable quantity and quality posts for $1k a month. This leaves us at $1k/month profit. And at our magic number 12, we can value the blog at $12K before adjusting the valuation for “bonus factors”.
Which, of course, this blog has many ‘bonus’ factors which would increase its value above just a 12x profit multiple.
- Diversity of revenue streams – the Blog Herald runs several types of advertising. This isn’t 2K a month solely from Adsense.
- Uber Google juice – If you had, say, a network of blogs, you could use the Blog Herald to link to them all and feed LOTS of Google juice into them.
- Profile – This is a ‘big’ site in the blogosphere, and having profile and readership can benefit you if you have other projects going. For instance, would anyone give a damn about Squidoo if you or I started it? Not a chance. But Seth Godin leveraged his profile to give it a lot of buzz, and in the process, gave it a much more likely path to success.
It’ll be interesting to see who the buyer is, and how exactly they leverage the site. For the record I do think the price is high (as in, it is more than I would pay), but I also think it’s silly to judge the valuation until we can see how the buyer leverages it.