Going offline?

He came to us (as representatives of the project www.prokoni.ru ) a large publishing house. They offer to do with them a magazine on the theme of equestrian sport. As I understand, there will be several options for cooperation, from equity participation (I wonder how many in such cases they offer) to simple content creation for them (work by the editor, etc.) They themselves don’t understand the subject of equestrian sport ( Yes, and why should they, there is simply, apparently, an installation to expand), although in the portfolio there are magazines about other sports. The scheme is this - one pilot number is made, with it they go through the advertisers market (as I understood it all) and if the advertisement in the publication is interesting, then the story will have a development. For me, it's just not clear - I have always believed that in order to sell advertising in a printed publication, one must have a history of several issues, at a minimum. Is it possible that everything in large IDs is so set that selling advertising is not so difficult if the content (not even the content itself, but the exact niche, the format of the publication) is not entirely bad? Should I get involved in this business? For me it is now much more obvious how to move with the same project online (western market: prokoni.ru -> prokoni.com) than here and (oh, my God) in the form of a glossy magazine. Apparently, not only the Internet is currently experiencing a shortage of content, but also publishing houses of paper periodicals, they are dragging almost forcefully :) And especially, apparently, in the area of ​​advertising sales space for luxury brands and manufacturers (apparently, the demand for them is greatly increasing due to the general increase in welfare Russia (or Moscow, as you wish)).
It is interesting that the process is two-sided - after all, the same iXBT produced a magazine, Sotovik tried himself offline (I don’t know now that I haven’t met them with these projects, at least on a tray in the Seventh Continent). Apparently, not everything is so simple here ... I will try to cover further developments.