I'm assessing at a site I might buy and I'm trying to come up with a price I'd be comfortable buying at. The site has a long history of consistent earnings (Adsense + ebook sales, call it half and half). Regular content is published every day by a regular hired writer who writes very well, and I'm assured she will stay if the site is sold. She wrote the ebook and has a vested interest in making more sales as she gets 10%. So far, it seems more or less a hands-free operation. This is a high traffic site and has been since at least since January, when Google Analytics was put on.
84% of the traffic is from organic searches in Google.
The subject of the site is evergreen and will never become outdated.
Would I be mercenary if I base my valuation on the desire to get my money back after only one year? i.e. if the site is making $1,000/month profit I offer $12,000.
Does anyone else give out advice to other people on valuation and then quickly go to pieces when they're valuing a site for themselves?