They refer to recent purchases like MySpace.com (sold to News Corp.) for about $580 million for their 40 million registered members.
Apparently, the current value for a single unique monthly visitor hovers around $38. Using that value, they determined (amongst others):
- Slashdot/OSTG to be worth about $155 million (around 4 million UVs/month)
- The FaceBook a University student-targeted site that gives each member their own social space - $127M (3.34 M UVs/mo)
- The Drudge Report - Matt Drudge's political blog - $120M (3.2 M UVs/mo)
If you are curious how dW stacks up, using the 2 million unique visitors each month stat from the an October 2005 news item, we would be about $76 million, based on those visitors to our online site alone. [FYI: dW does a lot more than just the online sites].
At least they do point out that not all pageviews are alike. I'd add to that not all unique visitors are alike either.
So next comes some ideas of how to measure community activity relative to these industry metrics...