I’m probably not alone in noticing a sharp decline in revenues from standard business activities on the internet — whether that’s from advertising, affiliate sales, or direct selling of products and services.

All the weather vanes are swinging south and, with forecasts that the credit crunch could last for two more years, may stay that way for some time.

How can we buck this trend and not only hold our own, but actually come out ahead? We should look at professional investors, especially the big, successful ones.

The Warren Buffetts and George Soros’s of this world build large cash reserves during bull markets. Buffett has a war chest of tens of billions of dollars and is looking seriously at Britain and Europe for bargain buys during the downturn. There are plenty of them.

For those of us with more modest resources, Soros perhaps is a better example. He it was who sold sterling “short” during the currency crisis of 1992. He is reported to have earned over a billion dollars in a few weeks.

Effectively he bet against the pound’s ability to remain in the European tied currency system — then called “the snake” or ERM — in the face of massive speculation against it.

He was right and did Britain a huge favour by scuppering the crazy political experiment. We owe it to him that the UK is not in the single currency, the eurozone, right now.

So what is “short selling” and how might it benefit internet businesses?

When you “buy long” on a stock or investment, it means buying it for an expected increase in price. But when you go short, you are anticipating a fall.

Short selling is also the selling of a stock that the seller doesn’t own. When you short sell a stock, your broker will lend it to you. The stock may come from the firm’s own inventory, from one of its clients, or from another brokerage firm. The shares are then sold and the proceeds credited to your account.

Now here’s the rub. At some point you must cover the short by buying back the shares and returning them to the broker. If, as you’ve gambled, the price drops, you can purchase them at a lower price and pocket the difference, minus brokerage fees. For example, if you could have predicted the ups and downs of the Microsoft-Yahoo skirmishes recently, you would have cleaned up.

Of course, if the price rises, you lose. Essentially this is about winning in a falling market. With money currently chasing every store of value, like gold, oil and certain other commodities, funds are draining away from many assets and valuations are falling — just look at your house price.

Talking to a trusted broker about short selling may well be a way to replace lost sales in medium-sized internet businesses. With falling markets set to continue, turning logic on its head may be the only way to stay afloat if things get really bad.

Any investment takes a lot of nerve of course — and single-mindedness. A few months ago I was intent on going long on gold. However, another call on my cash intervened and I forfeited the many thousands of dollars I might have made on the spectacular rise in the gold price to around $1000 an ounce.

Going short is one way to survive in a falling market. As sailors say, “any port in a storm.”

Note: This post is not intended as investment advice or to influence your investment choices in any way.

If you add up the major crises now facing the world — rocketing food prices, chronic wars in the Middle East, the credit crunch, high oil and commodity prices, and the slow motion global recession — they can all be traced directly back to September 11, 2001, when a few passenger jets were flown into three strategic American buildings.

That day has taken on an eerie similarity with the murder of Archduke Franz Ferdinand in Sarajavo in 1914, which triggered the conflagration of the First World War. Like the aftermath of that assassination, the reactions to 9/11 were, in retrospect, out of all proportion to the actual historical significance, despite the deep emotional shock it caused. Human reactions are driven by dark psychological currents, not cost-benefit analyses.

Consider the credit crunch. Joseph Stiglitz’s book The Three Trillion Dollar War (reviewed here) argues persuasively that Alan Greenspan’s policy of holding interest rates below optimal levels, for longer than anyone deemed necessary, was aimed at masking the enormous cost of the Iraq war on the American economy. The war was a result of 9/11.

Combined with rising house prices, the loose policy opened the way to a splurge of mortgage lending to the U.S. trailer-park poor, the sub-prime end of the market, and the rather guilty repackaging of it into faux Triple-A assets, which were sold on around the world. From those actions, we now have global economic turmoil hanging over us again.

The wars themselves are widely seen as a catastrophe for America’s reputation around the world, despite the late surge and the silent successes of the British SAS in taking out Al Quaeda leaders in the north. Whether they will inflict the psychological damage of Vietnam is not yet known, but it’s a distinct possibility.

As for commodity and food prices, the fighting in the Middle East drove up the price of oil, now heading to $120 a barrel, which has had a knock-on effect in all other markets, especially food.

In an inflationary environment, merchants tend to hoard their stocks in warehouses, betting on higher prices down the line. It’s a one-way bet right now, so a lot of the world’s grain output is locked away, pushing up prices at an even greater rate and shoving millions into hunger. Those positions will unravel quickly though at the first sign of a price peak, when dealers will dump their stocks on the world food markets. Prices will then drop sharply, revealing the real danger to the world — deflation and slump.

History comes down to us in a highly condensed form in which major events seem to follow each other in rapid succession. In reality they are interspersed by long periods of calm, even small recoveries and bursts of optimism. The underlying trend is still downward though, with much poison yet to unwind in a collapsing spiral of self-reinforcing declines.

The attack on 9/11 will almost certainly become the defining event of the 21st century, setting the tone for the rest, just as Franz Ferdinand’s death led to two world wars, a Great Depression and a cold war, plus the rise of some of the most evil figures in human history.

That’s why I say, 9/11 is still with us. It’s not going away anytime soon.

TechCrunch is reporting that secret merger talks between blog search engine company, Technorati, and Canadian blog network, b5media, have collapsed.

The reason given was a personality clash between b5’s CEO, Jeremy Wright, and Technorati’s Richard Jalichandra and, according to b5 “a lack of transparency on Technorati’s part during due diligence.”

Judging by that, this “merger” didn’t really stand a chance. One wonders if Technorati took it seriously.

Toronto-based b5media has apparently been looking for “merger partners or acquirers” after failing to raise more VC money — it has so far received stage-one funding of $2 million. It seems Technorati has also had its financial problems.

The notion of a mass roll-up of blog networks to make ad sales more attractive and economical has been around a long time. Personally, the dynamic of that approach has still to be proved to me, especially in the current financial gloom.

Technorati has a big name, but is largely associated with a failure to live up to its billing. B5media has relentlessly stuck to its remit and expanded to 340 blogs.

I’ve long since lost faith in this horizontal model, which basically claims that small-scale content sites multiplied n-hundred times add up to a better business than three or four wowsers, or a tight-niched, product-based network, like Glam or TechCrunch. In this case, less is almost certainly more.

No “blog” network has really scaled up to the point where direct-response ads can be replaced with brand advertising. To sustain a company the size of b5 in personnel terms alone, that’s what it takes.

I’ve no doubt b5media will disagree, but they are faced with a double whammy : the brick wall of scaleability in the middle of a credit crunch.

Declaration of interest : I worked for b5media for a few months when it started up, and I am now the owner of a rival content network, Syntagma Media.

Syntagma Media is pleased to relaunch Moneyizor.com as a tracker of the hot topic of the moment : macroeconomics.

If that doesn’t sound terribly exciting, think “credit crunch”, “global financial meltdown”, “economy falling off a cliff”, “new Great Depression”, and your adrenalin may just kick in.

The news has been so alarming since last summer, I’ve been writing a lot about this developing crisis here in Syntagma. It’s not really the right place for it, though, so Moneyizor has been galvanized as a vehicle for this crucial topic.

“On the day when the UK’s biggest mortgage lender, the Halifax, reported a staggering 2.5pc drop in house prices in March alone, the IMF warns governments, central banks and regulators that they now face a test of their mettle unique in modern times.” An extract from today’s article.

Make sure you keep up to date on Crunch matters with Moneyizor.