In general, Internet companies that rely on an advertising revenue model have to accomplish two very difficult tasks. First they have to develop a large and loyal readership. However, even assuming they can accomplish this part, they also have to convince ad buyers to take a risk in a medium with which they lack the same level of experience that they have with print and television. Remember, these are the same people that said television was just a phase.

MO has been online for over six and a half years. During this time we have provided advertising agencies with the results of independent audits (from the same non-profit company that audits many print magazines) of log files, search engine ratings and whatever charm we have left. However, even thoug