Another forum that I vistit uses Google ads. The site is a fans site for a sports team, so Google puts ticket sales ads, team related merchandise ads, and sporting goods ads on the formum page. Since most of the forum members are interested in these things, the ads are more likely to get clicked on.
On occasion one of the site owners will put up a reminder that clicking the ads helps the site stay afloat, and since the site is still around most likely members listen.
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If at first you don't succeed, try, try again. Then quit. There's no point in being a damn fool about it.
W. C. Fields
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