If there is valuable software, database or other asset that is not currently contributing to the income - or will influence the earnings trend upwards - this could increase the price the site reaches at auction. Similarly, if there is an asset that will cease to exist after sale or a license that will revert or end post-sale this could adversely affect the price. If you haven't provided any of those figures then there may not be relevant notes to put this valuation in better context.
Because of a lower demand for incentivized sites among buyers, prices are relatively low. Number of regular users, level of payouts outstanding, your standing with providers and even minor other influences could make a big difference to the value.
Web businesses currently available for sale at various forums
