This story talks about an explosion in content sites as advertisers frantically look to spend money on online ads.

If it's that frantic, do I have to start worrying about the bottom falling out again?

An excerpt from the NYT article:

THE great eyeball chase is back in full swing. And it does not matter that the eyeballs may not be buying anything. With online advertising revenues growing quickly, new information-rich sites of all kinds are mushrooming across the Web.

Sites devoted to big-ticket purchases — particularly cars, real estate and travel — are feverishly refining features and marketing strategies in an effort to attract the growing number of consumers searching the Web for buying advice. Unlike sites like Amazon.com, they do not actually sell any products, but they make a good living selling ads to deep-pocketed companies that do.

And a growing lineup of deep-pocketed advertisers are looking for those consumers.

"It's a good time to be a publisher online," said Carrie A. Johnson, an analyst with Forrester Research. "There's a ridiculous thirst for advertising" on the Internet, she said. Online merchants paid 33 percent more for advertising last year than the year before, Ms. Johnson said, with costs expected to rise further.

For high-margin, big-ticket items, the competition for eyeballs is even more intense. Take Internet Brands, perhaps best known as the parent company of CarsDirect.com, which connects prospective car buyers with dealers. The privately held company, which publishes 14 Web sites focused on real estate (realestateabc.com), travel (vacationhomes.com), and cars (auto.com), has expanded rapidly over the last two years by creating or buying sites in each category.

According to Robert N. Brisco, the company's chief executive, the new sites have become more specific and niche-oriented as the competition for advertising has increased. For instance, some recent additions to its stable include GreenHybrid.com, a buyer's guide to hybrid cars, and WikiTravel.org, a travel site with advice generated by consumers.

" Google and Yahoo are getting better at these markets, so they're a competitor too, but there's a level of depth to these categories that lends itself to even more of a vertical approach," Mr. Brisco said, using industry vernacular for content devoted to a particular category.

"These big-ticket categories represent a large share of advertising on the Internet, including a big portion of the revenue base of Google and Yahoo, so it represents a large opportunity for us," Mr. Brisco added.