Lapizuli - 3:51 am on Jan 26, 2011 (gmt 0)
Koan and ElvisFan, I agree. There seems to be an assumption that independent publishers are like business entities - good at only one thing. But one independent publisher can be engaged in very different fields.
So if your field is fiction, which is nearly impossible to monetize online as of yet - at least until micropayments are more usable and used - interest-based ads could be a dream come true for not just new, but established authors who already have a following but want to break away from the publishing houses into self-publishing. Context-based ads won't do anything much, but IBAs could be very effective.
But again, someone who writes science fiction AND is a chess whiz AND crafts artsy yellow widgets in his basement AND knows the perfect acne home remedy is up a creek if he has to choose one or the other type of advertising.