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Just about everyone involved with advertising is being hurt by the sudden dropoff of ads because of the WTC tragedy.
Good advertising does NOT cost, it PAYS. Too little attention has been paid by the industry to gathering the statistics that proves that online advertising is paying for itself and returning profits.
If an advertiser is spending a dollar with your site to get back two dollars of profit, then he will be beating on your door to advertise on your site and so he can double his money.