I think Don certainly knows how he wants to run this site, and he has been very successful, at least in service and content, if not finances. At some point in time, I'd expect there needs to be a succession plan and that would involve, perhaps, multiple admins and probably some sort of marketing. In my experience, I gacve a significant commission (50%) for new ad sales afer a basic threshhold for repeats of existing customers that I had established already. Worked fine. No overhead and an agreessive salesperson. Ifs/he disn't sell anything I didn;t lose anything, if therfe werfe sales, we both benefitted. When the salesperson moved on, I had a new base of repeat customers. When Google starts taking the money, it's hard to compete for those customers.
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