With all this interest in social networking sites around, and creative new private equity concepts in general, it's about that time in history again when leaving your prestigious investment banking job to go and start a private equity venture capital or buy-out fund focusing on overlooked online assets doesn't seem like such a bad idea if you have the contacts and a bit of chutzpah.
On top of that list of overlooked online assets are perhaps the big blogs. With increasing numbers of readers who demonstrate great brand loyalty, clicking on hundreds of links a day and even taking time out to blog on their own smaller platforms what the 'A-listers' have to say and offer up, the big blogs offer some lucrative potential cross-promotion and marketing concepts. Plus, as an increasingly sizeable number of readers turn to the big blogs for political news before any other source, the potential for search can even be expolited down the road. That's a whole pile of growth. And at considerably less risk, one could argue than other newer social networking sites offer too; most big blogs like Glenn Reynold's Instapundit have been around for at least five years - middle age by online standards, especially in light of My Space, You Tube, Facebook and the rest which haven't even tested their brand stickiness for half that time.
With this in mind, I e-mailed Glenn Reynolds earlier today, asking him how much he'd be willing to let his blog go for, either including or excluding him in the package. "I dunno," he replied. "Make me an offer! Er, a big one ..." Well, after some valuation calcs, it appears the law professor is right to ask for piles of cash, and this indeed is exactly what he may well find himself with in the next couple of years.
There are several ways to calculate the value of Instapundit, but the most accurate one would be based on growth versus current private market value for similar sites offering the same growth features. There's the traditional link-based blog calculator, which puts Instapundit at just under three and half million dollars, but there's a lot wrong with this. Principally, it's based on a formula developed from the AOL-Weblogs Inc. deal several years ago, when the private market for new online tech wasn't nearly so bullish. It's also based on links and their individual component values, but we now know that VC's are less interested in links and current ad revenues than they are in potential market share maximisation (You Tube has very little outside links and doesn't make any money at all).
Let's start with the News Corp-MySpace deal, then. Earlier this year News Corp paid $580 million for My Space, which then had a core r base of around 18.5 million. That's a value of about $31 a head per r, based on forward growth so far of about 25%, meaning News Corp's My Space nominal valuation model peaks at just under $40 per r. Based on those figures, let's assume that Instapundit's average CORE daily readership are the rs, which is about 150,000. That's a valuation for Instapundit of $5.87 million. But this figure doesn't take into account the fact that that deal created a wave of private equity deals for online r bases which led to an instant industry growth in valuation of about 250%. Basically, that's what you could have bought Instapundit for just right after the News Corp/MySpace deal. In a minute you'll wish you had.
Next to follow suit was Facebook, for which a private venture capital firm paid for 25% of the company on a valuation of $550 million for a r base of only 7 million. That put the price of rs at $78 a head (and in all honesty, Facebook's rs probably had less than that in their bank accounts); for Instapundit, that means a valuation of $11 million. Using the Viacom's previously outright rejected offer price of $750 million, Instapundit's value rockets to $16 million.
But then Google got in on the act and paid $1.65 billion for YouTube. Here is a company that hasn't even turned a profit yet, and has less than 10 million rs so far. So that's $165 per r, or a value for Instapundit of $24.7 million. Using these recent deals as the basis for blog calculations are sensible: blogs are interactive, they are essentially 'hang-outs' for online communities, and could certainly be developed that way if the owners wanted them to be. Plus, Instapundit's r base is considerably more sophisticated and wealthy than any of the above social networking sites, which means more demand for search and higher margins on rs.
Now, Instapundit has an annual r growth of 50%, and valuation growth for online sites is about 100% excluding the YouTube deal. Using those stats alone, we can estimate Instapundit's readership to reach a conservative 225,000 average in the next 18 months, at an industry average of growth to $156 a head (and what's more, the average Instapundit reader has considerably more than that in his/her bank account meaning plenty of ad/cross promotion bucks and elite education which is good for search habits). That puts Instapundit at a current valuation of $35.1 million.
Assuming Glenn Reynolds stays for another five years (as is the case with most PE buy-outs), that's not bad at all for ten year's work.
*UPDATE* Welcome back Instapundit readers who came by for the recent Dow and NASDAQ (links are to posts) analysis last week, and welcome to those who have never visited here before! This is a blog about the economy, which is really to say it's about everything from politics to the arts to technology too, because that's really the jist of the economy. There's also a greater analytical scope on markets here than you'll find in most places. As always, please feel free to take a look
around, comment and of course, come back.
**UPDATE** For some good election news and opinions, go and see Brian over at Iowa Voice.
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