Nerdluster writes: Wednesday morning Ben Kuchera published a thoughtful editorial feature on Penny Arcade Report (PAR) that he put together about the state of ad sales and reporting in the games industry. His article covered a good number of topics but the gist of it was that display ads are not cutting it for most publications, internet or otherwise. Ben boiled it down to this: on average a single visitor to a website accounts for half a penny of ad revenue, therefore it can take millions upon millions of those such viewers to turn a workable profit. When all is said and done the numbers just don't add up. This one contributing factor may be a good indication of why so many publications can't make ends meet even though they have record levels of viewership.