Bronte Media

Monster, who remains one of the most undercovered media firms in the world and whose stock price has been one of the best performing, announced that it has acquired an education lead generation firm PWP who had revenues last year of $5m.

From the press release:

“PWP owns thousands of education-related domain names and generates more than one hundred thousand ’student to school/college’ referrals per month as well as having more than one million unique users per month who visit for the highly-relevant content and extensive listings of colleges and courses across a wide range of educational subjects and locations. PWP generated approximately $5 million in revenue in 2005 and was profitable - largely on the strength of its leading directory brands such as ArtSchools.com, BusinessSchools.com and CookingSchools.com.”

Doing the math and connecting the dots: 100k leads per month annualized is 1.2m leads which amounts to a little over $4 a lead for a $5m revenue figure. Most likely they are lying about the leads.

Another interesting stat is to calculate the eCPM of the site. Lead generation sites rarely hold their users for more than 3 pages. So let’s assume 3m pages a month or 36m pages a year. That’s 36,000 blocks of CPM. $5m / 36,000 = $139 eCPM.

You can start to see the reason why they can buy so much media.