It's a non-profit, so probably not much if any advertising, and they'll likely be drawing a lot from ProPublica's model in terms of organization, impact, and growth. ProPublica's annual expenses were over $12 million in 2016, and if you're interested you can get a rough breakdown of where that goes in their 990:
ProPublica has a much, much wider brief, which should translate into why it receives $16 million in annual contributions. OTOH, I can't see how a site that covers a technology niche can support that level of ongoing contributions.
https://projects.propublica.org/nonprofits/organizations/142...