I'm not sure what your plan is at this point, given that it's many months since the last comments on this thread, but my housemate runs a publication that's web-only. They update once a week, and she has several authors who contribute, all of this is a paying gig, no less. She spends ALOT of time on it, though. She's using twitter and Facebook heavily to promote the site and their doings, which has greatly increased traffic (and thus impacted revenues) but as I said, alot of work. She's pretty much full-time on that, these days.