Alot of users here are small blog owners and somehow believe that 2x the traffic or 10x the traffic will mean a proportional rise in revenue. wrong! attached are excell graphs of 3 very large sites with ecpm(red) vs impressions(blue) over time: site 1 - alexa top 2000 - hosting related site 2 - alexa top 5000 (now failing) - article related over 2 years with adsense site 3 - replacement for site 2 article site (alexa 5000 and growing) with users moving from site 2 note search and referal data of course are not included, im strictly analysing ecpm vs impressions, also note the correlation between alexa and impressions its fairly close (there is not enough data in analytics yet) PS: oopps looks like i misspelled the thread title, can mods correct it please?