Well, if the magazine is Monocle, quite a lot apparently. That’s the premise of PSFK’s latest thought-provoking post detailing many of the clever ways the magazine helps advertisers create content that people actually want to read.

Partnerships between brands and publishers are nothing new but, as PSFK point out, Monocle have raised the bar and completely reimagined the advertorial. It’s working too, with Monocle’s revenues up 30% year on year.

Read the article in full here, and be sure to add PSFK to your Reader if it’s not already there.