graeme_p - 1:33 pm on Jan 21, 2013 (gmt 0)
@greenleaves, by definition, revenue is all the money coming in. What you are talking about is profit.
From my experience of looking for buyers for a site that was under-performing last year look for some one with a business (online or not) with a related business that would benefit. The best offers came from directly approaching people in the right niche - much as Mack suggested above.
I think the lead gen idea is good. The "buyer" takes a lot less risk, so will pay more.