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Site is very general. There are many reasons someone might sell a business. Usually the reason boils down to that it is worth more to the buyer than to the seller.
For most affiliate sites, I recommend generally paying no more than 3 months gross. Unless there is an established brand associated or remarkable levels of real traffic, it is not going to take more than 3 months to duplicate the same value.
For sites with a brand or for membership sites, it is more complex and variable.
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