However, it has not been as successful in monetising its success and turning hits on its website into advertising dollars.

Football commands bigger audiences and more advertising dollars than any other sport.

In a year in which advertising dollars are hard to come by, sponsors line up to shell out for advertising time.

Bloggers have an aura of innocence - unsullied by advertising dollars - so people take their opinions as they would a close friend.

There's no reason for it to be missing except to create more space for commercials, so the radio-station owners can get more advertising dollars.