This understated, almost coy advertising strategy mirrors Owni's tentative e-book sales strategy.
The Owni website features augmented and data-driven stories and investigations.
Like other websites in France, Owni receives a government subsidy and brings in some money through fundraising.
Owni struggles with this issue; it doesn't carry advertisements and publishes all of its content under a Creative Commons license.
"This strategy has just begun," says Owni cofounder, editor and reporter Guillaume Ledit.
In December 2010 Owni created 10 e-books that were collections of essays and articles originally published on the website and gave them to loyal readers.
Despite the low number of e-book sales, confidence in this strategy has led Owni to adjust its editorial work and set new profit targets.