Anne Holland does a quick case-study of SportingNews online. Some interetsing facts and figures: Online revs. have shifted dramatically from 90% ad sales, to 50% ad sales and 50% “non-ad sources” the majority of which are subscription sales. Results have shown they can charge a variety of prices for content – some products are $5 and others as high as $39. So, publishers who just pick a price that sounds good and use it uniformly across the board may be losing out.