Business Insider secrets revealed: An Inside Look At Our Readership And Financial Performance

"We only did only $5 million of revenue last year ($4.8 million, to be precise, of which most came from advertising). And, yes, $5 million of revenue is pretty puny in general. It's less than a single big network news anchor gets paid in a single year, for example. But $5 million of revenue is a lot more revenue than we did three years ago ($39,495). And we're a few years younger than those other digital guys mentioned above. And we're on a similar trajectory. ... And did I mention that we were also profitable last year? ... We made $2,127 in 2010. ... We have about 45 full-timers on our team now, of which about 25 work in the newsroom, 10 in engineering, and 10 in sales and management."

Strange Attractor: Honesty in the age of the paywall

Kevin Anderson: "The problem with newspapers’ digital strategies has been that they have largely been content strategies without effective commercial strategies. For too long at too many publications, digital advertising has simply been a sweetener bundled in with the print ad sales. For too long, we have not done enough to know our audiences online, understand their needs and adjust our strategies accordingly."