[mbijon]

Your valuation multiple (ie: 3x annual revs) is going to vary widely for a content site. @pitchups makes a good point about profits being used instead of revs, especially if you're buying a lot of traffic.

The reason multiples are low for content sites is that content needs to have a constant rate of production to maintain much/any revenue. Non-professional service businesses (like carpet cleaning, not like accounting) have the same issue & many sell for 0.5-1x annual revs. You won't be quite as bad off though, since you should have a much higher margin than a carpet cleaning biz.

Some things that might help you attract a higher multiple: membership site with frequent logins, high growth-rate (ie: you discovered the right niche or marketing), or advertiser contacts (like direct advertiser or agency buyers, instead of revs being run-of-site or AdSense).

If you don't have any of the above going for you, then you'll have a hard time finding 3x.