In the internet world, you are either a e-tailer or a portal. I-village is a portal that makes the majority of its money off adverising just like Yahoo. The even if the advertising rates go down, i-village can survive if they have enough viewers (hits) and if they can keep growing thier site. Yahoo is a better company simply because they have more viewers per day and more advertisers but thier basic business plan isnt much different from I-village. Furthermore, one can argue that I-village could get higher rates for advertising because there market is more targeted than a general site like yahoo and MSN.