They’re not. Blogs with high levels of regular readers have low RPM as regular readers ignore the ads.

We direct sell a large proportion of our inventory in normal times to BA, Virgin etc but even then we don’t get beyond around 1.25c per page if I covert to $. Last month, relying purely on Adsense at bombed out rates, it was literally 1/10th of that.

We’re not paying a cut to Boarding Area either, albeit we have 2 part-time marketing staff to pay.