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Report: Radio Websites Poised For Growth
CHANTILLY, VA -- September 17, 2008: Newspaper websites have more value as of now, but local radio and television websites are "positioned for significant growth over the next few years," says the "What's a Website Worth? Valuation Metrics for Local Websites" report from BIAfn and advertising-research firm Borrell Associates.
The report found that local websites "hold significant value for their owners," especially if they are positioned for growth in such ad categories as e-mail, streaming video, and paid search. The uppermost value of some of the local newspaper websites looked at was between $350 million-$450 million, and the values for the largest-grossing radio websites was in the $15 million-$20 million range.
In 2008, the earliest radio, TV, and "city.com" websites turned 14, said BIAfn and Borrell, "evolving from interesting experiments to financial saviors for their parent organizations."
BIAfn VP Mark Fratrik said, "Obviously, there are fundamental changes taking place in the value of media properties, with the value of their websites becoming more meaningful as a percent of total value. Given their growth potential, the value multiples of media websites maybe two to four times that of the core business."
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