Amazon Associates product-review site in the outdoor and blue-collar niche, built by Doug Cunnington in August 2013 and earning roughly $500-600 a month. The transaction completed on 7 May 2014 at an agreed sale price of $10,421 via Empire Flippers.
Priced against revenue rather than profit, Doug Cunnington's Outdoor Niche Affiliate Site sold at 1.7× annual revenue, below the 2.3× median across the 257 deals with a disclosed revenue multiple. Revenue multiples run higher than profit multiples because they ignore the cost of running the business, so they are only comparable between businesses with similar margins.
The $10,421 sale price puts it in the lower half of the 594 deals with a disclosed price here, where the median is $20,000. Most indie acquisitions cluster well under the headline numbers founders read about, which is exactly why a real distribution is more useful than an average.
This database tracks 221 Content/Media exits, and the ones that disclosed a price sold at a median of $25,100. Category matters more than founders expect: buyers apply different discount rates to a content business, a mobile app and a B2B tool even at identical revenue.
From founding to sale took 8 months. The deal closed through Empire Flippers, one of 17 exits in this database that went the same route. Time to exit is a decent proxy for how built-to-sell a business was: shorter, cleaner processes usually mean documented operations and fewer surprises in due diligence.
See how this compares across the market on our market stats page, or browse more Content/Media exits.
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Content sites built on display ads sell at ~40x monthly earnings. Spencer documented every step on Niche Pursuits, that public case study itself became a marketing asset. Founded Sept 2018; sold 2021
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