When the Internet arrived, people screamed, “Let`s make lots of money.” The new, interactive medium had the ability to deliver content to audiences in innovative ways and make money at the same time. Content would suck readers in, went the theory, and communities would form around these content genres. E-commerce areas would then be built around relevant content and, wham-bam-thank-you-Ram, your community would interact and you would have dot com dollars.

Now the geeks are suffering as much from a cash crisis as a credibility crisis. The theory hasn`t quite cracked it. Readers have flocked to websites in their droves for free content, but rarely have they parted with their cash.