Indeed, it appears that the root problem is not that web advertising is in decline (which it isn't), but that there aren't enough M's in that very respectable RPM estimate. Probably due to the site being a cluttered, unfocused mess with errors galore. (Not just dated but often literally broken. http://www.drdobbs.com/database/image-compression-via-compil... )

I say that in the spirit of tough love, as Dr. Dobbs has always been a brand I trust to deliver quality content - when I can find it and it's legible.

So I decided to read some stuff on there today and after a couple of articles I got sent to a forced "login or register" page as my 2 article limit was up. No wonder the Ms are limited!

Our RPM was always comparable to the rest of the industry. Revenue, especially three years ago, had multiple components other than pure ad placements. I can't get into too much of the details (for obvious reasons).

It's not obvious to me why you can't share lessons from a failed business model?

Because he doesn't own that information and most likely signed legal documents forbidding him from revealing it.