Here is an interesting article about "blogosphere", and how a blog can (should?) make money:
"...publishers make money by selling readers, not adspace, and that if he’s going to make money, he’s going to have to do so by getting high-value readers that companies want to reach."
The author seems to think that a blog need to have a substantial content in order to make money:
"The job of the editorial side ..., then, should not be to maximize pageviews. Instead, it should be to create the best-quality content for the readers that Blodget wants: to build a large and loyal readership base which feels that it has a strong relationship with the site."
I could not agree less.
Creating a loyal reader achieves just that -- a loyal reader. A person who comes over to the site to read something of substance. This is not necessarily a significant fraction of people browsing around. Not to mention that an average the reader of high-quality content is probably purposeful enough in his/her visit to read, and not to click on them distracting ads around. For that, you need the types who buy stuff "just as seen on TV". Intellectual, they are not. But "The Basic Instinct" was highly profitable. As well as "The Hangover".
Sell them soap operas, not Shakespeare.
