Just out curiosity, how much are you expecting to get for a site like that? I really have not clue how to calculate something like this. Hope it's not rude to ask :)
Here is the problem with valuing a business like this... It's my business so I know that revenue has actually risen year-on-year since I set it up (and on just looking is actually $9,000 a year) So for me, I know that I couldn't take less than $40k for it. Since I'd never earn anything like that return on that amount of money elsewhere, even assuming revenue sits static for 5 years.
On the other hand, who in their right mind would pay that with nothing but some Adsense numbers and Google Analytics to go on. So to answer your question "What do I expect to get for it?" Nothing - I don't actually expect anyone to pay what I'd sell it for. And so I'll probably keep it forever.
The only situations that I can see panning out are
a) someone buying it for a brand (unlikely)
b) an established player buying it for the traffic and SEO reasons (a good move IMO)
c) someone with plans to monetize and/or grow it in different ways
or d) a fund is established which buys up all these scrappy little sites, monetizes and maintains them, and earns a steady 20% return for its investors.
I'd actually be very interested in working on d) if anyone wants to get in touch.
Option D is exactly what InternetBrands is[1]. In short they own VBulletin, a bunch of niche forums (eg Fitfreaks, a Honda Fit forum), paid listing sites (Teen Summer Camp) and buy out "medium" sites that have a predictable revenue stream that requires almost no code updates.
I interviewed there and it's pretty much an internet sweatshop, (read any Glassdoor review) and the sites run everything from LAMP to VB/Frontpage MS Access DB. They burn through employees at a quick clip and outsource everything to Romania and Mexico.
Would you say CarsDirect is an exception to their standard practices? It seems like a reasonably high maintenance venture, but likely a profitable one, since they've captured a good chunk of the market.
Typically sites on Flippa.com sell for a multiple of 18 months profit. Sites that are selling for 5 figure sums or higher can be 2-3 years profit multiple. As with most things though, it's only really worth what someone else is prepared to pay. The domain might be more valuable to someone than the site for instance.
