That is true. But a forum can be a means to operate a business.
The filmjackets.com guy operates the forum because he likes film jackets. The owner and the members research who makes the jacket and where to get it. Sometimes the jacket is custom/semi-custom.
In that case one very active member of the forum operates his own business where he will contact a jacket manufacturer and organize group buys. The active forum member is able to buy the jackets at a discount and then re-sell to the forum members.
I bought my motorcycle jacket based on the forum. From the forum I knew who the manufacturer of the jacket I liked was. Me finding that out on my own would have been very difficult, if not impossible. Without that site I would not have the motorcycle jacket that I ABSOLUTELY wanted.
You know, I'm watching a show about a wedding cake contest in Oklahoma right now. If Food network can make money on that, there's got to be a way to do it online.
I think we're just getting started in our ways of monetizing audiences online. Just look at the reality TV shows that make money on the most obscure topics these days.
I think that the advertisers pay more for Food network airtime because Food network has repeat patrons. It's a little different for a one-off show than for an entire network.
The interesting part is that broadcast television has managed to shoot themselves in the foot by lowering the bar of production value (via reality shows) to the level commonly found among online video producers (as opposed to well written, slickly produced and expensive dramas).
By setting their audience's expectations as such, the broadcasters have made online content more appealing and therefore have decreased their ability to compete with online offerings.
