How does the community aspect facilitate revenue?

Recreational fishing in Australia is popular both for residents and for international visitors. Over 700,000 Australians regularly fish. The Australian Fishing Shop (AFS)
(ausfish.com.au) is a small e-tailer, founded in 1994, initially as a hobby site carrying information about recreational fishing. During the last few years the site has evolved into a fishing portal, and it has created a devoted community behind it.
A visit to the site will immediately show that the site is not a regular storefront, but that it actually provides considerable information to the recreational fishing community.