We were very conscious at the get go, of not being isolated. Our approach was to have this funnel and try to be flexible. Obviously our mission in life is to bring as many people as we can as deep into the funnel as possible, but to do that you have to have a funnel. If you just whack up a wall you are going to lose those people.
On the other side there are publishers who feel they can play the volume game. I disagree with that for two reasons. One is that I don't think you can play the volume game against Google, Facebook and LinkedIn. They do a lot of volume. And more fundamentally, it is healthy to derive your main revenue from the content you produce. Advertising is a wonderful and valuable addition to that, but the direct relationship has to be between the publisher and the reader of the content.