it was a pretty open secret that Lore wasn't receiving the seven figure type offers for the site by the end, I think he even admitted it had been a while since somebody made an offer despite the GamePro cover, GameTrailers documentaries, etc.
though he had also been pretty open about not wanting to sell it, and people had been moving on from forums as the center of websites
NeoGAF.com still had good enough traffic that the ads should have been doing well, I mean look at ResetERA.com's views traffic on major gaming threads compared to the ~7000 posters that post everything.