$5 million is a good amount of money.

And the bones we make are the result of the collective excitement of guys reading this site.

Originally Posted by AdamWASFearless

I know. It's my business. I'm the head of the music and entertainment division for IndieClick.

Like I said before - Pitchfork definitely has the EARNING POTENTIAL. I definitely don't see them selling anywhere near that capacity in ads though. Let's do the math.

• Pitchfork = 20 million ad impressions (ad impressions ARE NOT the same as page views) per month
• Pitchfork sells their ads for $10 CPM (cost per 1000 ad impressions)
• Pitchfork sells ALL of their ad inventory for the month at a $10 CPM.
• Pitchfork makes $200,000 that month.
• If Pitchfork does this consistently for 12 months they would make 2.4 million a year.

As far as the slight typo domains - the only ads you'll be able to put on that site are "Punch The Monkey" and "Fart Button" type ads which sell for $0.50 CPM. No major agency is going to buy ad premium ad inventory on a site that has no dedicated user base or reach.

PS. For anyone reading this - feel free to contact me if you're interested in advertising on this site.

Still, $2.4 million for doing something that they (hopefully) love is nothing to be sad about. Coupled with the server costs (probably pretty high even though they don't host much content [that I'm aware of]) and the staff costs, they should still make a decent living sitting on the computer all day and talking about music.