why pick just one?

Although it's always best to start small and simple, it's also smart to grow over time, gradually adding all the revenue models that make sense for your customers and your business.

For example, BlackPlanet (now the Number 1 site for African Americans) makes money from three of the five available revenue models. They run advertising throughout their site and collect user fees for their dating service. They also recruit volunteers for market-research studies and earn some additional revenue that way. See how BlackPlanet got users to register (and pay) p. 262.

BabyCenter followed a similar approach. They started by defining their audience: pregnant mothers and parents of small children. Initially, they made money entirely from advertising, but they later added a store to sell the products that new parents need.