When it comes to revenue, advertising sales are not the only option for magazines. In fact for niche magazines with small circulations, courting advertisers can become a losing proposition, as advertising is a volume game, defined by circulation size.
An alternative consideration is sponsorship, a model that is more about quality than quantity. Unlike advertising, sponsorship is a social act, an opportunity for brands to align with select and influential audiences. In this context, a quality small niche magazine has an advantage over its mass-market peers, attracting a reader community bound by common interests, values and lifestyle.
By Greg Salmela, Creative Director, Aegis (publisher of Peeps).