Scaling Online News Site for Pro Wrestling

Relocatable, NA

Asking Price: Annual Revenue:
$5,000,000 $1,514,618

Retail: E-Commerce, Retail Websites

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RE: Scaling Online News Site for Pro Wrestling Broker: Ron Matheson
Owner Financing is Available!

Quick Facts

Asking Price: $5,000,000
Annual Revenue: $1,514,618
Net Profit: Not Disclosed
Cash Flow: $1,254,146
Total Debt: Not Disclosed
FF&E: Not Disclosed
Real Estate: Not Disclosed
Year Established: 1997
Employees: 2
BBN Listing #: 348859418
Broker Reference #: WC2384

Email or Print Listing

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Business Overview:

Website Closers® presents an online news website dedicated to Professional Wrestling that has discovered its target market in three crucial ways. First, as a site focused on wrestling news, they have attracted a loyal base of wrestling fans and now average over 3 million unique visitors monthly. Second, their podcasts have drawn massive numbers of wrestling fans, with a phenomenal 31 million views on the company’s YouTube channel. Finally, the site has effectively channeled into its core base of revenue, advertising, which is growing nicely. In 2021 so far, their advertising sales have risen by an incredible 86%.

While this site has been online for nearly three decades, it’s now riding the wave of a major trend toward specialized online news content. There has been an acceleration of niche digital news in the past decade. Today, a majority of people in the United States get a portion of their news online, whether from their mobile device or laptop. Initially, the bulk of online news operations were “legacy” news companies that had started out in print or broadcasting, but now the emergence of “born on the web” news outlets is proliferating rapidly. Likewise, news outlets can reach consumers in a variety of ways, including through apps, newsletters, podcasts, and platforms such as Apple News.

Rising with their viewer count, digital advertising revenue is increasing sharply across all digital entities. Mobile advertising revenue grew from $57 billion in 2017 to $71 billion in 2018, and mobile ad revenue now makes up 65% of all digital advertising revenue. Advertisers understand where readers are and have been targeting them as aggressively as possible.

This news site has found its place within the highly competitive field of online news content, and with the benefit of having both daily news articles to post and event podcasts to attract fans of the sport, advertisers have recognized the monumental revenue potential of staunch wrestling and sports fans that consistently tune in for that content.

This wrestling information hub was launched in 1997 to provide wrestling news to the legions of fans of this popular sport, and there are many of them. With estimates of 15-20 million viewers in the United States and 80-90 million worldwide, wrestling is a huge market.

For this website, revenue is derived from advertising, and the company has done exceptionally well building up an ad base, with sales handled through third party ad networks. Part of the appeal of this site has been its core demographics. Their typical customer is men between the ages of 18 and 49 who are wrestling fans that are happy to dedicate plenty of time and money to the sport.

The company has done a fabulous job of building up its audience – which was accomplished organically, through social media. While the company generates tremendous profits from the sale of advertising space, they do not yet pay for any advertising of their own to promote the site. Instead, their social media accounts have been able to accomplish that.

Using popular social media sites such as Facebook, Instagram, Twitter, and YouTube, the brand has been able to connect directly with millions of wrestling enthusiasts, who recommend the site to friends to boost traffic. The numbers tell the entire story.

This company currently has:

227,000+ followers on Facebook
85,000+ followers on Twitter
22,900+ followers on Instagram
Over 31 Million views on Youtube

These sites have generated an enormous amount of online traffic. The company’s YouTube channel has brought in more than 31 million viewers alone for their videos and podcasts, an astounding number that makes this site particularly attractive to advertisers. With the website itself generating 19 million page views each month, this is a long-standing, high-performing niche news site that delivers sustainable and increasing revenues. Their advertising dollars are not just coming from within the U.S., but also from the UK., Canada, and India, a good indication of how widespread the appeal of professional wrestling is.

This site is operated entirely by the current owner, who spends between 40-60 hours per week running it, and has just one full-time employee, his wife, who serves as a senior digital media planner.

The company employs 30 contractors at present who work as news writers, social media managers, and podcasters. The owner himself supervises the editorial content of the site, assigns articles, hosts the podcasts, does news writing, manages the technical side of the website, and negotiates with advertisers. That being said, these tasks could easily be passed along to an enthusiastic lead editor to ensure continued content quality and creation.

Just as digital marketing has helped this brand build its core audience and successfully market to advertisers, there are unique digital methods for growing this company. One is to expand services to include video productions and the marketing of wrestling videos. As the brand’s tremendous numbers on YouTube demonstrate, the market already exists for fans of wrestling to get more content around their shared interests. Video production would add a second item beyond ad revenue that could be used to generate new sales. Additionally, the current high delivering podcasts could be expanded onto popular listening channels such as Spotify to further grow their audience.

A third way to generate additional sales would be to create a subscription model for the website. A growing number of news sites offer some content for free and other content only to subscribers; these sites have shown plenty of success building up a healthy subscription base. A key opportunity here would be to hire more reporters who could break major news stories, which would be exclusively available to subscribers. The site currently posts about 30-50 news stories each day, and those numbers could be increased. Another promising path that the new ownership has already started down is now redesigning the site to maximize ad space and expand possible sales revenues.

With their success across social media platforms, this brand could also launch an influencer marketing campaign and begin partnering with some of the top wrestling stars in this professional to help promote traffic to the site.

As online news sites continue to proliferate on the web, and as billions of people worldwide seek out news on their smart phone or laptop, this site provides a buyer with the luxury of a built-in audience, a strong reputation for delivering high quality news on wrestling, and the respect of major advertisers. That’s a huge advantage over news sites just starting out. With wrestling being a wildly popular sport, this site is ideally positioned to use creative methods such as subscriptions, videos, and influencer marketing to chart a path to tremendous new growth.

This Online News Company Represented by:

Website Closers
Tech, Internet & Online Business Brokers
Listing ID: WC2384

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Additional Details:

  • The property is owned.
  • The owner is not willing to train/assist the new owner.
  • This is not a homebased business opportunity.
  • This is not a franchise resale opportunity.

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