Content and media Web sites that develop multiple streams of revenue end up with better odds of meeting or even exceeding budget.

Banner advertising dominates many articles and discussions about Web site management, but robust sites have eight to 10 or sometimes even more revenue products. Here are 10 options common among many media sites:

1. Banner ads -- both staff-sold and remnant.

2. Sponsorships -- where an advertiser buys a presence on an entire section, often exclusively.

3. Email marketing -- banner ads within newsletters or sponsorship of email blasts to lists of customers.

4. Classified ads -- some media sites generate more than 50 percent of their total revenue from classifieds.

5. Top ads -- banners with five mini-ads such as Google AdSense.

6. Text links -- sponsorship of keywords within articles.

7. Ecommerce -- photos, products, services, affiliate marketing.

8. Multimedia -- RSS, video, audio.

9. Coupons -- either from a third party product or built from scratch.

10. Premium content -- archives, proprietary databases, etc.

All revenue ideas aren't feasible for every Web site, but most sites are capable of delivering at least some of the ideas on the list above.