• Forbes, Monday, November 9, 2009 10:15 PM

Jim Larkin, CEO of Village Voice Media, offers a look inside his company at a time when it seems to be doing much better than its industry. Collecting niche Web partners is Larkin's main profit strategy.

The Internet side of the business pulled in $12 million last year, but that was up 75% from the previous year. In June, the company launched the "Voice Local Network," partnering to sell ads on Web sites that focus on food, shopping and entertainment, such as Urbanspoon.com, and Racked.com, aimed at the 18-34 set.

Last year, Village Voice Media pulled in $141 million in advertising revenue; this year it expects $120 million. Larkin says the company runs at profit, though he won't divulge details. Its advertising network sells ads to over 12,000 local stores and restaurants. It also pushes ad sales to big marketers, such as Verizon and Chipotle, who pay $7 to $15 per thousand impressions for online display ads and up to $350 CPM for ads in personal e-mail lists sent out to 775,000 people weekly.

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