"We think we're providing the outlet for the amateur in all of us, " Ranalli says, adding that 68% of all blogs go unread.

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"If we're going to make money, so should they, " says Helium Chief Executive Mark Ranalli of the site's contributors, which includes anyone who has a computer and something interesting to say.

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"We see this as kind of a pure win-win relationship, " says Ranalli, who is also trying to forge partnerships with other organizations, such as watchdog groups Public Citizen and the Project on Government Oversight.

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