[tmarthal]

... and the idea is that there are advertisements which generate revenue on the second, third and fourth page in the site that they visit. So his 99.5% metric is that 60% or so of that screen is trying to drive traffic to other articles on the site.

[rhizome]

Hmm, not sure I'm following you here.

[tmarthal]

What I was trying to connote is that 60%+ of that home page was devoted to driving traffic to other stories in the same site.

A publisher's home page shouldn't necessarily be a place for content (even though it is serving ads). A page's home page is to drive traffic to articles in the site (that _also_ serve ads); this is the 60% navigation and "Non-business Related Filler" that the article talks about.

[InclinedPlane]

If you think the entire purpose of a site is just to generate advertising revenue then you should give up, close down your site, and replace it with a domain parking site. You'll still get ad revenue but your costs will be almost nothing, and you won't have to put any work into it at all. It's win/win.