• by Mark Walsh  @markfwal, June 17, 2009

How do niche focused sites find their way on the wide Web and make money to boot? For new blog Football Post, one thing it quickly learned is that fantasy pays. After starting out aiming to be the WSJ of online football coverage, without "sinking" to fantasy football, president and former Packers exec Andrew Brandt quickly changed his mind when he realized rabid fantasy football fans are more than willing to pay join leagues.

At the same time, he conceded Football Post is giving its content away to partners like Yahoo, Comcast and NY Daily News to build its brand. Can he ultimately get them to pay? Or get a rev share? What's the best strategy for niche suppliers to big media?