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Reddit wants to grow up but not let down loyal audience

Reddit's challenge is to figure out how to jump-start advertising without changing the nature of the service and alienating its constituency of 114 million monthly users.  Ellen Pao, left, head of business strategy for the Web-based community message board, and Jena Donlin pose in front of a wall of postcards sent in by users at the company's offices in San Francisco. JASON HENRY / The New York Times

Reddit's challenge is to figure out how to jump-start advertising without changing the nature of the service and alienating its constituency of 114 million monthly users. Ellen Pao, left, head of business strategy for the Web-based community message board, and Jena Donlin pose in front of a wall of postcards sent in by users at the company's offices in San Francisco.

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