[vaksel]

those numbers are probably off...I mean reddit can be considered a very popular consumer internet product(top 150 on Alexa)...and they just hit 1 billion page views per month, and they are having trouble paying for more than 5 people.

So if $100mm = 100 billion page views/yr. Then by that logic reddit should be making ~12 million a year, which doesn't seem to be that case.

And that would be in addition to the subscriptions people are buying.

[TheSOB88]

Reddit is also terrible at business. Half the ads are 'thank you for not using Adblock'. The founders even left it after their contract ended, so I don't think anyone is really looking at the big picture there.

Still, your point is right. You can't just have a blanket number that works for any site.

[tansey]

Demographics are also important. Reddit has a much more tech savvy crowd than a site like twitter. I think some of the article's estimates could still hold true for reddit, but it wouldn't be a linear scale. To reach 100B pageviews would require breaking into the mainstream, leading to less sophisticated users and better CPM.