We often hear about someone making such and such amount of money from one particular form of advertising, or from one particular web site. This is all great. However, assuming that publisher does not have another income stream (whether it be a different website or a different method of income), that publisher does run the risk of having that single site / single monetization mechanism taken away from him/her. What if someone outranks you in search engines and you lose half of your traffic? What if the program you have been relying on all of a sudden decide to cancel your account? Or simply disappeared? Do you have a way to react to these types of events?