The San Francisco-based online advertising system, Halogen Network, recently announced having raised $5 million in 2007, in a second funding round. The funding, largely from Kohlberg Ventures and angel investors, came about during "better times," and the company - which refused to disclose its revenues - has refrained from divulging in detail how it has been affected by the ongoing downturn.

However, Halogen did mention its recent growth, whereby it has managed to reach a monthly over 10 million unique users on associate sites, as well as two million users spotting its ads in email subscriptions.

In terms of users, Halogen Network actually intends reaching out to more elite audiences, rather than going pulling big numbers to its sites; and the company's attempts towards this end have been rewarding. A Nielsen survey indicated Halogen and Wine Spectator tied in the 'maximum proportion of well-off web readers' category.

It is heartening to have the up-front Halogen blog discussing the prospect of advertising to the affluent, trying "redefine luxury." The blog post, titled "Luxury 2.0," also talks of some opportune subjects to be used for the spring launch of its lifestyles site, which would make messaging a modish experience in the dismal economic scenario.

The new themes intended will comprise "Accessibility vs. Exclusivity," "Innovation vs. Stagnation," "Experiential value vs. Status," and "Socially conscious consumption vs. Excessive ostentation!"