The blunt truth is, online advertising is a numbers game. And, even on niche sites, the number of salable page impressions required to even break even is huge. There are just too many pages of content being produced for advertising to remain a viable long-term business model. The New York Times can’t make money online, the Guardian can’t, Slate can’t and Salon barely can.
If the people at Slate can't make the numbers work, what chance do the online film/entertainment blogs have?