About.com’s Valuation Details

This is from New York Times’ 10-Q filing this quarter: of the total purchase price of $410 million, about $4.7 million was paid for the site/company’s net assets, $343.1 million for goodwill and $62.2 million to other intangible assets (primarily content, customer lists and a contract).

Also from 10-Q: “About.com derives almost all of its revenues (97% for the first half of 2005) from the sale of advertisements (display and cost-per-click advertising). Cost-per-click advertising…accounts for slightly less than 50% of About.com’s total advertising revenues.”

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