While that is a big number, I don't necessarily think its bull like some have mentioned. I've had very very small sites in comparison to Pitchfork make thousands a month off ads.
I don't think some people here know how much money one can make off ads.
I always thought it would be great to buy up slight typo domains of huge sites and just put ads all over them.
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.