Neil Miller was in crisis mode.
At the end of 2015, the 32-year-old founder of Film School Rejects was watching the movie site he’d founded more than a decade ago slide slowly into stagnation.
Traffic began to plateau. Ad-blocking cut into the site’s profits. The feast-or-famine cycle of digital advertising forced him to consider a major change — loading up the site with ads, cutting staff or even selling the site outright, something he said he’d never do.