There was a time when web sites were perceived as being these big, lucrative ventures, but those days are looooong gone. Social Networking gave them a rise, but MySpace's decline and FaceBook's inability to make actual money is proving that to be a fools' gold. IGN, as a news outlet, still probably would never rake in the big bucks. Most people want free news. Paying a website for that stuff seems almost silly. And quite honestly, I don't think ad revenue is what it used to be either. You almost can't trust ad banners, and most tech savvy people (ie, IGN's demo) know how to replace them with cats.