A site netting $1,000/month typically sells for $24,000–$45,000 — about 24×–45× monthly net profit. Where you land isn't random; it's how safe and transferable the income looks.
A site doing $1,000/month in revenue but $300 profit is a $300/month business to a buyer. Valuations run on net profit (specifically seller's discretionary earnings — profit plus owner-only add-backs), never top-line revenue. Get that straight before you price anything.
Age (2+ years beats a 6-month spike), traffic diversity (not 100% one Google update from zero), more than one income stream, a flat-or-growing trend, and low owner involvement. Each of those makes the income look durable, and durable income earns a higher multiple.
A single traffic source, a declining trailing-3-month trend, one affiliate program that is the whole business, an owner who does everything undocumented, and thin or AI-spun content. Any of these signals fragility, and buyers pay less for fragile income.
A 3-year-old site nets $1,000/month, 70% organic + 20% email, two income streams, flat trend, a couple hours a week of upkeep — that diversification lands it around 38–42× monthly, roughly $38k–$42k. Strip the email list and the trend, and the same $1,000 is a ~$26k asset.