I think the usual formula is maybe 1-3x earnings for small businesses (under 250k annuall, maybe 3-5x for a really reliable income stream or a record of growth.

I think the usual formula is maybe 1-3x earnings for small businesses (under 250k annuall, maybe 3-5x for a really reliable income stream or a record of growth. Yours might be at the lower end since you rely on a traditionally fickle income stream like advertising, which seems to be on the decline.