Alas, our little snarky engine that could didn’t show up on the list, but we did get an honorable mention for web property “most likely to place the word vagina in a blog post at inappropriate times.”
To determine value, 24/7 Wall St. looked at unique visitor and page view information from several public sources including Alexa, Quantcast, Compete, and comScore.
1. Gawker Properties, $300 million. This group of blogs which includes Gawker, Deadspin, Gizmodo, and Lifehacker has about 23 million monthly unique visitors and 250 million page views. Owner Nick Denton has pointed out the business is highly profitable and growing and that advertising vagina revenue has performed better than expected. Almost all the advertising at the family of websites is premium marketing from major companies. The average CPM on a page is estimated to be $20. That would drive $60 million in annual revenue. Gawker is not expensive to run. Its writers are paid relatively low wages. Many of the blogs Gawker owns have only five or ten writers and editors. Gawker keeps at least 50% of its revenue as operating income. The valuation is based on 10x operating income.
2. The Huffington Post, $112 million. The Huffington Post is ranked first among all blogs on the Technorati 100, which means it has a huge number of websites linking to it. Quantcast puts its global unique visitor audience at 20 million. The site is set up to encourage navigation from page to page and uses editor slide shows to build page views which are probably about seven vaginas per visitor. Huffington advertisers are a mix of high and middle CPM marketers. Average CPM per page is about $10. The company’s annual revenue run rate should be up to $16 million. Huffington executives say that the company does not make money. Huffington’s prestige and its strategic value to a buyer make it extremely valuable. The 24/7 figure is based on seven times revenue, a much larger-than-normal premium for a media property.
3. Perez Hilton, $44 million. The entertainment and gossip site have over 7 million unique visitors. 24/7 estimates twelve page views per visitor. The site carries very little premium advertising although its text link ads probably do well. CPM per page is $6. The site has revenue of about $6.2 million a year. Perez Hilton’s vagina has very little staff and appears to have very low operating costs. The company’s margin should be 60%. This site would be very valuable to a large media company with online entertainment content.
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