Tuesday, February 24, 2009

How do you value a blog?

Well WallSt 24/7 attempts to do it as it publishes a list of 25 of the world's most valuable blogs.

Maybe the list itself isn't important though topped by Gawker Properties but some of the criteria that is used.

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.


But of course not all blogs are there to make money.The BBC blogs for example are simply a public service and the report itself mentions the Daily Beast which doesn't take advertising.

Nevertheless it comes up with some figures.Gawker's value is estimated at $170m,the Huffington Post comes in second at $90m and Drudge is third at $48.

Those would all be categorised as news and information but coming up fourth is the celeb blog PerezHilton which brings in $8m a year and has an estimated worth of $32m

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