I'm thinking a better analogy would be if you owned a grocery store, would you only sell Coca Cola or would you also sell Pepsi, RC Cola, etc.
If you only promote 1 sponsor on your free site and some of your surfers have been to that sponsor and aren't interested, you're not gonna make a cent. However, if you offer them numerous choices you have a better chance of them choosing one. That's just comparing sponsors, and we all know that some sponsors close better than others. When you get into niches, you're really offering your surfer some choices.
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