After reading this post by Jeff Howe about the acquisition of 8020 publishing by camera retailer Adorama and some private investors, I think there’s something more to think about than just the salvation of a cool magazine. This is another move into the land of content marketing. It’s easy: Adorama wants to sell cameras, and JPG is a magazine dedicated to pointing out awesome camera work. It’s a perferct and pretty little marriage. Instead of buying ads in good content projects, buy the content project.

If you haven’t seen what Gary Vaynerchuk is doing with Obsessed TV, pay close attention. This property is absolutely built for purchase or longer-term sponsorship. It’s basically the first “Oprah for the web” play, and I think there will be some more tinkering before it’s spot on, but it’s a great first swing. Is Gary on to this? Of course he is. He knows what time it is.

The next phase of media (at least professional new media) is building projects that are ideal for a sponsor/owner. You could call it marketing, or you might call it a quality trade of content for niche-minded customers. Why wouldn’t Adorama own JPG magazine? It’s the perfect mix. If you can start thinking that way, and if you can put the risk and sweat on the content creator’s side, while putting the return on investment on the sponsor’s side, you’ve got the formula.

One question is: will JPG’s audience stay intact? I say yes. Another question: are there more plays out there like this? My answer? Hell, yes.

It’s not about your show. It’s about entertaining the perfect audience for the perfect sponsor, and making sure that relationship stays tight and solid. Beyond that, it’s about extending the product, but don’t let me get ahead of myself.

Watch this space.