How much do you think Slashdot is worth? Or Nick Denton’s Gawker Media or TheFaceBook or Boing Boing? You can find out the answers here… in my latest Business 2.0 story, The Return of Monetized Eyeballs. A sharp rebound in the online advertising market, and big media companies like AOL (a division of Time Warner) buying up folks like Weblogs Inc, has prompted a sudden increase in the value of the “eyeballs,” the dreaded phrase from the early days of Internet mania.
This time, the buyout metrics are slightly different as new variables like cost of customer acquisition and stickiness. In the article, I point out that the acquisition price per unique visitor had fallen from an all time high of $710 (Yahoo’s purchase of Broadcast.com) in April 1999 to about 73 cents in November 2001. How are we doing these days? About $10 a unique visitor! Weblogs Inc. co-founder Jason Calacanis advises “And build a brand. Because without that, you’re going nowhere.”