[majani]

Gigaom provided value to you as a reader, but what did they do for their clients, the advertisers?

On a basic level, advertisers are looking for reach and frequency for their ads.

These two requirements are nearly impossible for a high level content publisher to achieve on the internet, where good reach means 10 million readers plus and good frequency means over 50 million page views from that audience. I'm sorry but not that many people are looking for enterprise tech stories, which were Gigaom's forte

Factoring for VC expectations, and you're looking at much larger traffic requirements to satisfy business targets.

High level content has to either: 1. Operate as a small ad business online, no VC 2. Operate in other medium such as magazines, where smaller reach would be appreciated by advertisers