Monetizing Internet content has long been a challenge for publishers, but an Advertising Age article this week shows that the relatively new Mother Nature Network (which launched last year) has been having success, and in an usual way: ads on the site—produced by MNN itself—highlights advertisers’ environmental initiatives, and MNN vets potential advertisers via a panel of scientists, academics, and journalists, and turns away those they feel that are “greenwashing”—although some watchers do take issue with some who have apparently passed MNN’s screening process. As for the other “green” issue:
In 2009, the site earned $3 million, and Mr. Babbit projects that will more than double, to $6.5 million, in 2010, and top $9 million in 2011.