School Rankings

I'm taking a look at who ranks for a lot of schools and why. I just entered a random school (Somerset Elementary School) on Google and found, listing only the big players, who was in the top 30:

I should then figure out the business model and approach of each of these to see if one wants to partner, take investments, buy ads, or can be imitated. Note, I should do this for a few elementary schools to find out the major players. Then check to see if it's dramatically different for high schools or private schools.

GreatSchools.net - 5th
schooltree.org - 7th
localschooldirectory.com - 8th
localschooldirectory.com - 9th
classmates.com - 11th
findlocalweather.com - 12
muninetguide.com - 13th
trulia.com 14th
merchantcircle.com - 15th
city-data.com - 16th
publicschoolreview.com - 17th
education.com - 18th
zillow.com - 19th
globalscholar.com - 20th
mysummercamps.com 21
citysearch.com 22
alumniclass.com 23
classmates.com 25
neighborhoodlink.com 26
greatschools.net 27 (again)
nationalrelocation.com 28
amweather.net 29th


www.greatschools.net - Their content is a complex mashup of:
- public database of schools including public domain test scores, etc
- info pulled on the local real estate market which is provided by Sperlings Best Places.
- They partner with donorschoose.org to raise money for the schools.
- They have oodles of articles.

The business model is advertising. The ads are handled by double-click ad and are solicited on the website. Current advertisers: MSN, K12, cafemom, sylvan, and FishHawkRanch.

Advertise on GreatSchools.net and get your message in front of our large audience of active, educated and affluent parents. GreatSchools can target your campaign by state or grade level; we offer all traditional ad units as well as newsletter sponsorships. Advertisers include Crayola, Century 21, Disney, Johnson & Johnson, K-12, Kaplan, Nissan, Quaker, SCORE! Educational Centers, Staples, Target, Zip Realty and many more. There are some plain google ads on specific pages.
GreatSchools is a 501(c)(3) not-for-profit organization with a very professional management team and board of directors. It seems to be SF-based. Bill Jackson is the Founder, President and CEO. GreatSchools, an independent nonprofit initiative that empowers parents to support their children's educational success, has been awarded $20 million to use Internet and social media technologies to empower needy parents with the insights they need to prepare their kids for college and beyond. The funding was from: the Bill & Melinda Gates Foundation, the Robertson Foundation and the Walton Family Foundation.
1. Can I see the financials for a 501C3. I'm very curious as to how much they bring in through advertising.