To be sure, if Hubski keeps growing, we need to pay for it. I've addressed this a few times, but here is the gist of it:

My current favored model is one where a subscription makes Hubski ad-free, where the ad version of Hubski has ads that respect the nature of the site and its users. I've mentioned The Deck network as having the type and quality of advertising that I could tolerate. Kottke.org sports one. IMO there has been a carelessness about online advertising that doesn't mirror what is seen in print. You wouldn't expect a dancing mortgage alien in your print copy of National Geographic.

That said, I would be very keen on having a substantial fraction of our revenue come direct from the users. That is freedom. Another party means another's interests, and advertisers do not share ours. At best we can force them to play our game. National Geographic print might actually be a good analogy, as they get both subscription and ad revenue. Also, their ads don't track.

I am however, also open to and considering other options. It's a very important decision.