Where can I buy a blog?

Finding a blog is a different task from evaluating one. Most blogs are never listed, so the first question is where to look. Good sources exist, but each has a trade-off between how much work it takes, how many options it gives and how much the seller has already been asked. Start with the sourcing, then screen what you find.

Listing sites

Business-for-sale listing sites are the easiest place to begin. Listings usually carry a short description, a reason for sale and some financial summary, which lets you compare several in one sitting. Many include online businesses next to shops and services. Search by terms such as content, website or publisher, and set an alert so new listings reach you. Popular listings can draw interest fast, so be ready to ask questions.

Brokers who focus on online businesses

Some brokers specialize in websites and other online businesses. They tend to understand how traffic and revenue are reported and may hold listings that are never posted publicly. Whoever presents a listing, use what you are shown as a starting point for your own checks. Ask how they handle introductions and what they need from you first.

Approaching owners directly

If there is a blog you already read and respect, you can write to its owner. Keep the message short and honest about who you are, and do not expect a quick answer. Many owners have never thought about selling, and a polite, private note costs them nothing to consider.

Screening before you spend time

• Ask whether the seller owns what they are describing: the domain, the content and the accounts.
• Ask where visitors come from and whether that source is steady.
• Ask how the money is made and who does the work each week.
• Ask why the seller is leaving.