Trouble is, at the moment there doesn't seem to be a good revenue model for the Web. Well, aside, of course, from sites that actually sell stuff...but even the granddaddy of those sites, amazon.com, has yet to turn a profit.
Advertising based on page impressions makes sense, and kind of follows the broadcasting model, but there is no way to monitor the effectiveness, which makes it darned near impossible to do a fair rate card. Click-through advertising is, in my opinion, pretty worthless because if the user clicks through the ad, he basically abandons his session with the current site. Partnering might be promising, but how much stuff does any particular person want to buy, anyway? Trying to sell the content doesn't work, because someone else will just give it away for free.
Eventually somebody will figure it out, but it's gonna take some innovation, and I just don't see that happening right now.
--Dave Althoff, Jr.