 The business models of their publishers vary.Some issue the magazine for free, while charging advertisers; in some, advertisements are free but readers pay for their copies; in some, only advertisements offering goods under a certain value are free, and others are charged for; and some publishers charge both the advertiser and the reader.The decision as to which business model to pursue rests largely on the perceived value of the advertisements to the readers, and the perceived value to the advertisers of receiving responses to their ads.