Free tool · B2B / trade publisher
B2B and trade publisher valuation calculator
Estimate what your trade publication or industry data business is worth using adjusted EBITDA multiples and the ARR multiple used for subscription information services.
How to value a b2b / trade publisher
- 1
Pick your business type
Select newspaper, magazine, B2B publisher, newsletter, or YouTube channel. Each type uses a different primary method and different benchmark ranges.
- 2
Enter financials and audience
Revenue, adjusted EBITDA, subscriber or audience count, and ARPU. The tool won't invent numbers you don't provide.
- 3
Answer the seven value drivers
Recurring mix, audience ownership, IP depth, margin quality, key-person risk, advertiser concentration, and growth. Each nudges the multiple within its band.
- 4
Read your valuation range
You get a blended low-to-high range across three methods, plus a mid-point. Below that, the method-by-method breakdown shows exactly how each number was built.
Frequently asked questions
- How do I value a B2B or trade publisher?
- Two methods. Adjusted EBITDA multiples of 4–8x (gomerge's size-scaled bands: sub-$1M → 2–4x, $1M–$5M → 4–6x, $5M+ → 6–8x+) plus an ARR multiple of 2–5x on the recurring portion of revenue. High renewal rates (>85%) push both methods to the high end.
- Why apply the ARR multiple only to recurring revenue?
- Berkery Noyes' Media & Marketing reports show that subscription information services get underwritten like SaaS — ARR, NRR, and churn drive price. Non-recurring revenue (events, sponsorships, project work) is valued separately at revenue multiples closer to 1x. Applying an ARR multiple to non-recurring dollars overstates value.
- What renewal rate premium do buyers pay?
- Buyers value predictability. Trade publishers with <5% annual subscriber churn command 25–30% premiums over the base multiple; <10% churn earns 10–15%. Above 15% churn removes any premium and often pulls both methods to the low end of the band.
- How accurate is this valuation calculator?
- Ranges are grounded in published industry benchmarks (gomerge, Fulcrum, and Poynter) and are meant as a preliminary estimate — not a formal appraisal. Real transactions depend on buyer strategy, deal structure, and comparable-sale timing. Treat this as a starting point for a conversation with an M&A advisor.
- What's the difference between EBITDA and adjusted EBITDA?
- Adjusted EBITDA adds back owner compensation above market rate, one-time expenses, and non-recurring items. For owner-operated media businesses, this is usually higher than reported EBITDA — sometimes materially. Use adjusted EBITDA in this calculator.
- Why two methods instead of one?
- Different buyers weight different methods. Strategic acquirers usually anchor on EBITDA. Financial buyers, roll-up players, and creator-market operators cross-check against the alternative — ARR for B2B, per-subscriber for newspapers and newsletters, revenue multiple for magazines and YouTube. Showing both is how buyers actually triangulate.
- Do I need to enter every field?
- No. Any field left at zero drops the corresponding method from the blend. At minimum, enter revenue and either EBITDA or subscriber count with ARPU. The tool won't invent numbers you didn't provide.
- Is my data saved or sent anywhere?
- Your inputs are stored in your browser's local storage so the calculator remembers them if you refresh. Nothing is sent to Pelcro or a third party unless you submit the email form to request the full breakdown.