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At $35 million, Specific Media gets an Internet property for a price that Li called “ridiculously low” and values each monthly U.S. visitor at about $1 each. Its new owners should be able to recoup their investment if the company gets each user to click on about 20 ads over their lifetime, she said.

Specific Media, based in Irvine, Calif., brokers the sale of ads to websites and has dabbled in creating original programming and matching it with sponsors. The company was founded in 1999 by brothers Tim, Chris and Russell Vanderhook.

Li said she expects Specific Media will be able to manage the decline in visitors by sending ads it is already managing in its network to the site. She doesn’t foresee a wholesale revamp such as the one News Corp. attempted last October.

“I would not expect Specific Media to make that kind of turnaround,” she said.