📑 From Filmmaker to Sponsored Content Pro

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Welcome to The Niche Fix. Each week, we will share insights from experts and professionals in the niche publishing industry. Have questions or thoughts about the industry? Reply to this email, and let’s chat!

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Now, here’s a story about media evolution…

From Documentary Filmmaker to Premium Sponsored Content Magazine Publisher

By Zach O’Brien

Before he ever sold an ad or printed a magazine, Richard Markosian was out in the streets of Salt Lake City with a camera and a question: Why are things the way they are? 

As a documentary filmmaker and journalism student, he was driven to explore local issues—homelessness, historic preservation, community change—and tell stories that mattered. His short documentaries aired on local TV, generated buzz online (pre-YouTube), and earned him a reputation as someone willing to dig deep into local truths.

But as any storyteller knows, passion doesn’t always pay the bills.

So Richard pivoted. He took his storytelling instincts and turned them into a monthly magazine called Utah Stories, aimed at highlighting the people, places, and small businesses that make Utah tick. He went door-to-door selling ads, and it worked—at least with the mom-and-pop shops. “We got a lot of advertisers right off the bat because we were so into capturing the voices of the people,” he said.

But eventually, he hit a ceiling.

Larger advertisers liked the vibe but saw the magazine as “too small.” They didn’t see Utah Stories as a match for their brands. “They’d say, ‘This is a cute little magazine, but not for us,’” Richard recalled. And no matter how strong the content was, he couldn’t break through.

So he built something new: Faces of Utah.

Richard spoke with other sponsor content experts in the publishing space, like Paul Hoefer and Todd Lemke, about the prospect of creating a new magazine, and he devised a plan that would completely change his business.

This wasn’t just another magazine. Faces was designed from the ground up as a premium sponsored content product—a high-end, soft-touch, coffee-table-style magazine that allowed businesses to tell their stories in an editorial format, complete with professional photography and companion podcast interviews. It wasn’t ad space—it was storytelling-as-a-service.

And it worked.

“The moment people saw Faces, they got it,” Richard said. “They could feel the quality. It opened doors we’d been knocking on for years.”

With Faces of Utah, Richard not only landed meetings with bigger advertisers—he closed them. High-end resorts, luxury brands, and legacy companies saw the value of being positioned as part of a curated, content-driven product. And unlike a static ad, these businesses walked away with articles, audio, video, and visuals they could use across channels.

The move was more than just a design upgrade. It was a full business model shift—from selling space to selling story. And in the process, Richard built a product that not only generated revenue, but also reflected the kind of journalism and creativity that got him into the business in the first place.

Today, Faces of Utah reaches 15,000 homes directly, with thousands more available for pickup. Its podcast spin-off dives even deeper into the stories behind local businesses and organizations. And while it’s not without its challenges (he’ll be the first to tell you the sales hustle never really stops), Richard has created something that bridges the gap between editorial integrity and advertiser value.

“The truth is, nobody wants to buy ads anymore,” he said. “But everyone wants their story told.”

Richard’s journey—from filmmaker to magazine publisher to sponsored content entrepreneur—is a reminder that in niche media, evolution isn’t optional. It’s the whole game. And when you lead with storytelling, the right business model tends to follow.

This issue of the Niche Fix is brought to you by Publication Printers

For over 40 years, Publication Printers has been the go-to print partner for magazines, catalogs, brochures, and direct mail—trusted by everyone from 5280 Magazine to the Denver Broncos. They offer true end-to-end solutions, handling everything from printing and binding to mailing and shipping, all under one roof. Their state-of-the-art equipment and wide range of binding styles and finishes ensure every project is delivered with precision, speed, and stunning quality.

As one of the largest mailers in the region, they even have a USPS office on-site, which means faster delivery and tighter in-home timing. Add in eco-friendly practices and a serious commitment to sustainability, and you’ve got a print partner that’s as reliable as they are innovative. Want to bring your next project to life with ease and excellence? Publication Printers has you covered.

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