Advertising is a classic, well-proven way to earn money for a publication, blog or site. “It’s the cost of not having direct, paid reader support,” says John Rennie, an experienced science writer, editor and lecturer, and former editor in chief of Scientific American.
Readers are acclimated to ads, but you have to use good taste. “Many readers may blame you for misleading claims or ugliness in ads, and they may think the ads undermine your editorial integrity,” says Rennie. In a few fields, readers enjoy ads (e.g., SuperBowl ads, or fashion magazines), but in science and cultural fields, that’s rarely the case. They best you can hope for is that your ads are benign.
This article examines the ad business on a broad level, and looks closely at how to use or launch an ad network. (more…)