When Sponsorship Makes More Sense than Advertising by Greg Salmela

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).

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