February 25th, 2009 by Mo
Original Article by David Nelles
Mirror, mirror on the wall, which one is the priciest blog of all? We’ve known now about the market value of the Top Blogs in Germany, but again the big U.S blogs set the benchmarks with their corresponding financial values. The 247wallst.com analysts have been determining the value of big U.S blogs at regular intervals. Douglas A. McIntyre provides insight on key figures used in the values calculation as followed:
To determine value, 24/7 Wall St. looked at unique visitor and pageviews information from several public sources including Alexa, Quantcast, Compete, and comScore. These services are often criticized for estimating website traffic too low and we have taken that into account to the extent possible. We also looked at audience measurements provided by the blogs themselves when it seemed credible. Our estimated CPMs for ads are based on the current display and text ad environment, the quality of ads at each blog, and the number of ads that it runs on the average pages. The CPM value assigned to each blog is based on all of the ads it runs on its typical pages. To determine margins, 24/7 looked at headcount when available, and estimated costs of operating and maintaining websites. More complex content platforms where assigned higher monthly costs. Current audience growth rates were taken into account. A site which has traffic doubling year-over-year was given a higher multiple than one which is losing traffic. Because not all blogs make money, multiples of revenue and operating income were used to assess value.
The results of the analysis are very impressive:
1. Gawker Properties — $170 million.
2. Huffington Post — $90 million.
3. The Drudge Report — $48 million.
4. Perez Hilton — $32 million.
5. Sugar, Inc — $27 million.
6. TechCrunch — $25 million.
7. MacRumors — $21 million.
8. SeekingAlpha — $11 million.
9. GigaOm — $9.5 million.
10. Politico — $8.7 million.
11. SmashingMagazine — $7.7 million.
12. SearchEngineLand — $4.5 million.
13. Boing Boing — $3.6 million.
14. ReadWriteWeb — $3.4 million.
15. SB Nation — $2.7 million.
16. Destructoid — $2.5 million.
17. Mashable — $2.5 million.
18. Alley Insider sites — $2.25 million.
19. /film — $2.1 million.
20. The Superficial Network — $2 million
21. Neatorama — $1.5 million.
22. Daily Kos — $2 million.
23. Talking Points Memo — $1.2 million.
24. VentureBeat — $1 million.
25. Wowowow.com — $1 million.
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