Publisher Gets Web Readers to Fill the Pages of Its Magazines - New York Times

So who is naive enough to eat this, hook, line and sinker? "Oh sure, we would have no problem getting as many ads as Vogue, we just don't want to take them.

8020 tries to make the magazine more readable by limiting advertising. Web ads are subtle — no pop-ups. The dozen or so advertisers in the print issues are limited to the first few pages, the back, and sponsorships of special sections. Adobe Systems, Sony, Epson, Audi and Virgin America have bought ads. 8020 can afford to limit advertising because, Mr. Minor said, it does not need it to make a profit from them. It says it makes money on each subscription and newsstand sale — the opposite of the traditional magazine business.

Publisher Gets Web Readers to Fill the Pages of Its Magazines - New York Times

8020 has a good idea, but it could be a lot better.