
About Mission Statement History Advisory Board Staff Sponsoring Institutions Blogs Leadership 3.0 Blog OJR : The Online Journalism Review News for Digital Journalists Seminars Speakers How to Apply Training Resources Multimedia Training New Media Resources Contact OJR : The Online Journalism Review September 25, 2009 Build your ties to the community to build your news site's revenue By Robert Niles 1 comment Archive Link There are two types of advertisers in the world in my experience , at least Those who track every placement , counting the clicks and conversions , to determine how much new revenue each placement generated , minus the cost of creating and running the . ads Those who buy an ad because they like the publication , and want to support what it does for the . community As a publisher , I thank all my advertisers and appreciate their support . But , man , oh man , I do love the second type . For them , the decision to support a publication isn't simply an economic transaction it's an act of passion . And passion is contagious . Someone likes what I'm doing so much that she's putting money down to support it , with no thought to whether she gets it back Hey , if someone