The number one U. Financial stocks rise and the tech sector makes a comeback. It's been quite a ride for the former Google executive. NEW YORK TheStreet -- Autotrader , the online home of the industry standard Kelley Blue Book vehicle value estimate database, is latest Internet company seeking to go public and the offering looks solid but still has a few dents.

On the positive side of ledger, the company operates the largest digital automotive marketplace with over 28 million average monthly unique views.

It's also one of the rare Internet companies going public these days whose revenue and net income has been going up leading into its public debut. Much of Autotrader's revenue is recurring from subscription services sold to dealers, so that's a big plus for investors to consider. The big problem for Autotrader is its debt. Why so much debt? Ahh, it seems a hefty bonus has already been paid to existing shareholders. Now they are looking for new shareholders to help pay that money back. Autotrader's plan for growth is to get existing dealers to spend more and to sell them on its software applications.

The company's mobile offering is in its early stages and they currently provide it for free, but that is also a potential source for revenue in the future. Like most Web companies, Autotrader isn't sure exactly how to earn money off of mobile, but know the company knows it needs a presence.

YHOO and Google GOOG. Autotrader seems to recognize that having a site that sells car isn't unique or sticky. So, they are heavily invested in their software solutions for car dealers, an arena where competition isn't quite as stiff.

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Auto makers and dealers realize that car shopping is increasingly moving online and the advertising dollars are following the shoppers. Auto ad dollars will be shifting away from direct mail, magazines and radio.

CarMax KMX has learned this and has a strong web presence. Franchised auto dealers have also increased their online presence. If Google thinks you are looking for a car, like a Toyota, then it will give you a car and dealer to look at. For now it is only being tested in certain markets in California. Maybe because they both like exclamation marks? These deals demonstrate the battle for online auto shoppers is heating up.

The timetable for the listing is still unclear and the company filed once before in , only to withdraw. Action Alerts PLUS is a registered trademark of TheStreet, Inc. You are using an outdated browser.

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