But APB brings it to a less specialized audience. Marshall Davidson, a former investment banker from Texas, conceived the company as a cable channel. APB hasn't struggled for backers. A third round is on its way. And although Sauter says there is no timetable, APB may go public this year.
Profit continues to elude most online ventures.
In an effort to remedy this, Davidson, Sauter, and Cohen have moved well beyond banner ads. Toward that end, APB has entered into a mushrooming network of deals. A deal with AOL was inked last month. Part of the renovation currently under way at APB headquarters involves installation of a television studio for another possible deal with a network. Despite all the financial maneuvers, everyone from Davidson and Sauter on down insists the journalism is primary.