My comments on this: Consider what advertising does: it notifies potential users/consumers about products and services which might be of use or pleasure to them. Consider who a potential audience/market is: people who might be interested in availing themselves of these products/services if they but knew of their existence. Advertising which is in keeping with the theme of the medium's message is not quite so obnoxious: for instance, when looking over a magazine like Cigar Afficionado, which is about smoking and enjoying "the good life", I see ads for cigar accessories and after-dinner liquors and places where a person can order a glass of Corvoisier (sp) and light up in good company. The ads are a logical extension of what one expects to find in those pages, they allow the reader to see where they might find and purchase the goods they are reading about and indulge in their pleasure, and so are not a nuisance - in particular as their presentation is aesthetically pleasing and in good taste. I don't expect to find there advertisements from Nature's Pantry Health Foods or an Orthopedic Hospital. I can't think right now just what advertising would be so pertinent to a news magazine in cyberspace, but I imagine the same principle applies and would make ads less a mere distraction, less jarring to the attention. Marketers aren't logical, though, are they. : : ) .. Blanc