Jonathan Crowe ran an Olympics-themed weblog for Athens 2004 and Torino 2006. Interestingly, the 2004 version got a lot more traffic, but more recent one made him more money via Google AdSense. "Whether [the increase is] due to better ad block positioning, 'better' ads (more on-target or more lucrative), a 'better' audience, or simply a more mature advertising network, I have no idea."