That's what unnamed "net ad consultants" say in a Business Week article about the rise and continued rise of the Pitchfork empire. The three prongs of the fork: Ryan Schreiber, Scott Plagenhoef, and Chris Kaskie are tight-lipped about actual numbers. Kaskie only says that revenue has jumped by 70 percent each of the past four years. The Pitchfork logo may still be symbolic of  the "angry mob mentality,"  going against corporate music industry, as Schrieber puts it. But there's no doubt that these three are now some of the big business guys in the indie/underground pond.

Here's a snippet from the article:

"These days, advertisers aplenty drool over Pitchfork's 18-to-34-year-old demographic. Although many Pitchfork users have a hipster's disdain for the mainstream and for big corporations, the company has no qualms about selling space to the likes of Toyota Motor and American Apparel...On Pitchfork's 1-to-10 scale, that performance would merit a 9.5." 

[BusinessWeek via The Daily Swarm]