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Benedict
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Hi Therese

This is a indeed a tricky area to work in but probably not impossible.

You need to keep your eye firmly on the ball. Where are the real customers? Not the businesses but who will be the day to day readers (who hopefully buy from the advertisers)?

Once you can show lots of eager eyes reading your site selling advertising should be easy. How can you engage your community to want to read your site instead of Facebook?

I believe that I can be of assistance to you if you like to contact me.

:-)