I'll not say it would be impossible to run a general news website this way, but Gruber's website is basically pre-targeted already. Advertisers know pretty much

I'll not say it would be impossible to run a general news website this way, but Gruber's website is basically pre-targeted already. Advertisers know pretty much exactly what they're getting with his audience - affluent, tech-focused Apple-aficionados with disposable income. It works great for him and his advertisers, but isn't a generalizable example.