What's a blog worth? Try $100 million. That's the prevailing wisdom regarding The Huffington Post, a political blog-cum-Internet newspaper that has proved popular with liberal voters.

This week, the blogger announced $25 million in new funding that, according to sources quoted by The Wall Street Journal's Kara Swisher, values the firm at a little "south of $100 million." If correct, it's a coup for the site, albeit an unsurprising one.

Consider the timing. Questions linger over the short-term health of online advertising, which could impede Google's (NASDAQ:GOOG) quest to become a new media mogul. Microsoft (NASDAQ:MSFT), meanwhile, denied showing interest in Yahoo!'s search business, and Amazon.com (NASDAQ:AMZN) killed its Alexa search engine. Taken together, these reports suggest there could be fewer opportunities to monetize blogs in the not-too-distant future.

Even so, The Huffington Post's valuation appears reasonable, given what the Web's social superstars -- Facebook and recession-proof Twitter -- fetch today:




Value Per Employee*

The Huffington Post












Sources: Press reports, TMF estimates.
*In millions.

All three are news aggregators in some form but, of them, only the Post specializes in creating content. How does the site stack up against old-media rivals? Pretty well, I'd say:



Market Cap*

Value Per Employee

Lee Enterprises




Journal Communications (NYSE:JRN)




McClatchy (NYSE:MNI)




New York Times (NYSE:NYT)




Gannett (NYSE:GCI)




Sources: Capital IQ, Yahoo! Finance, TMF estimates.
*In millions. Please note that here, value per employee is not in millions.

Color me unsurprised. Old media isn't as crucial as it once was. Twenty years ago, as a young sportswriter, I was stringing together awful clips in exchange for soup money. Now I write for soup and sandwich money for a family of five.

And slow, stodgy, just-the-facts old media is being replaced by real-time, edgy, sometimes erroneous, yet increasingly valuable new media -- including outlets like The Huffington Post and (ahem) The Motley Fool.

Get your clicks with related Foolishness:

This article represents the opinion of the writer, who may disagree with the “official” recommendation position of a Motley Fool premium advisory service. We’re motley! Questioning an investing thesis -- even one of our own -- helps us all think critically about investing and make decisions that help us become smarter, happier, and richer.