As an alternative, Galore operates as a specialist agency for its advertisers, helping them make ads, distribute content (videos and photos), and reach a community through a number of outlets.
In Galore's case, the ads-are-secondary approach may simply represent a unique strategy for a publication that is focused on a hard-to-reach demographic: women between the ages of 16 to 24
. Or it may be a clever tactic in an industry where young consumers are increasingly able to avoid traditional advertising, even traditional digital ads.
The company tries all sorts of alternative tactics.
For example, it operates a Slack channel for 1,500 of the company's biggest fans, through which it bounces ideas off the fans as part of a real-time digital focus group — even tapping into this group to serve as "micro influencers" for paying advertisers on occasion.
Last year, Galore launched the Girl Cult franchise in New York
, and it has grown it into a full-fledged festival this year,
Galore Media is on track to pull in $5 million in revenue this year, up from $2 million last year. Roughly 70% comes from running influencer campaigns and making content for marketers, while 20% comes from events. Just 10% comes from paid ads.