How about paying someone to write and solicit good content
for the NSS News instead?
I challenge you to find me one dues-paying NSS Member who would like to see more
advertisements in their life, let alone in a publication as special as the News.
The NSS should be bringing more value to membership, not selling its membership to advertisers to bring in revenue.
Not to mention the fact that by encouraging cavers to buy from general purpose vendors like REI or Campmor cuts into the slim margin of by-cavers-for-cavers speleo-vendors. Campmor sure isn't going to drive a trailer 10 hours to attend a rainy VAR.