Good thread
Jeka - our running costs are around $3-4k per month and that doesn't include salary or content, and is also for a fairly small program.
Will shoot up to around 6-8k per month once we get more hosting and start throwing advertising $ around.
Also upsells arent as major a factor as you think. They add a little extra to your bottom line, but they definitely don't add a huge lump of cash to your pocket.
